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| Article Name : | | | DESIGNING EXECUTIVE MODEL OF MARKET ORIENTATION EFFECT ON PERFORMANCE BUSINESS UNITS (Case Study: Tehran Stock Exchange,food industry) | | Author Name : | | | MOHAMMAD TAQI AMINI AND ROOZBEH HABIBI | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | ISRJ-85 | | Article URL : | |  | Author Profile | | Abstract : | | | The aim of this study is designing Executive Model of Market OrientationEffect onPerformance Business Units, in order achieve success in a competitive market, business units need a structure, environment and market data monitoring with marketorientation and evaluate their impact to the performance with marketorientation. In this study , based on research literature and by Delphi method, has been designed comprehensive Model of Market OrientationEffect on Performance Business Units, factors of environmental perceptual uncertainty, top manager risk taking, market orientation strategy, structure and Performance of business units are investigated. Data have obtained the survey of17 active companies in Tehran stock exchange'(food industry) top managers and have analyzed using SEM. First, using confirmatory factor analysis (CFA) have been tested the structural relationships of research, then by using SEM hypothesis have tested. The results show that several resulte such as there is a significant relationship between, the market orientation strategy and performance of business units, top managers risk taking and organizational structure and environmental perceived uncertainty have a significant relationship with marketorientation and the environmental perceived uncertainty has the main impact to performance. | | Keywords : | | - performance
- market orientation
- environment
- structure
- top management
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