Strategic Market Orientation in Research and Technology Organizations

Although effectiveness of Research and Technology Organizations is influenced by several factors, it depends on market orientation as a strategic factor and frontier Research and Technology Organizations in the world have a highly market orientation competencies. On this basis, and importance of acquiring market orientation competencies for Research and Technology Organizations is increasing that calls for developing market orientation models based on the characteristics and nature of these organizations. The main objective of this study is to provide a practical model for market orientation in Research and Technology Organizations. For this purpose, various market orientation models have been studied with respect to the nature and characteristics of Research and Technology Organizations. One of the market orientation models that is more appropriate to the Research and Technology Organizations have been choosen and based on operational environment conditions and requirements of these organizationsthe model has been modified. This model in addition to explaining the execution of market orientation in Research and Technology Organizations, shows two kinds of direct and indirect relationship between market orientation and performance in Research and Technology Organizations. At the some implications and recommendations are suggested.