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Title

SURVEY OF MARKET ORIENTATION IN SMALL AND MEDIUM SIZE ENTERPRISES SETTELED IN SCIENCE & TECHNOLOGY PARK OF SEMNAN PROVINCE

Writers

SAEIDNIA H.R. | MARDANI H.

Pages

 Start Page 155 | End Page 164

Abstract

 This Study Has Been Carried Out to Survey of MARKET ORIENTATION in SMALL AND MEDIUM SIZE ENTERPRISES Setteled in Semnan Science & Technology Parks. To Measure The Rate of MARKET ORIENTATION of The Above-Mentioned Firms Three Variables Were Selected Due to The Main and Subordinate Hypothesis, Aim Statistic Population and MARKET ORIENTATION Model Based on Kohli & Jaworski View, Which Are MARKETING INTELLIGENCE, INTELLIGENCE DISTRIBUTION and RESPONSIVENESS.According to Kohli & Jaworski, MARKET ORIENTATION is Defined as: Creating MARKETING INTELLIGENCE Throughout The Organization in Accordance With Current and Coming Needs, Distributing The Intelligence Among Different Parts of The Organization and RESPONSIVENESS of All Departments to This Intelligence.There Are Already 44 SMALL AND MEDIUM SIZE ENTERPRISES Under Supervision of Semnan Science & Technology Park and The Executive Manager or A Member of Management Board is Responsive to The Matter. Information of The Study Was Collected by Questionaires Submitted to The Managers.The Questionnaires Were Based on Likert Scale in 5 Parts as Follows: 1=Very Low.2=Low.3= Average.4=A Lot.5=Very Much. Among These Questions There Were 27 Items Aimed at Analyzing The Three Main Variables of MARKET ORIENTATION as Creating Intelligence, INTELLIGENCE DISTRIBUTION and RESPONSIVENESS.The Conclusion of The Study Applying Two Methods of Sign Test and Wilcoxon Test on The Main and Subordinate Hypothesis Indicated That The Small & Medium Size Enterprises Setteled in Semnan Science & Technology Park Have High Desirable MARKET ORIENTATION and Three Variables in Creating Intelligence, INTELLIGENCE DISTRIBUTION and RESPONSIVENESS. at Last Some Suggestions Were Made for The Science & Technology Parks, Firms Setteled in The Science & Technology Parks and TECHNOLOGY INCUBATORS.

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