Investigating the Relationship between Market-Orientation and Competitive Advantages in Iran Tractor Manufacturing Industrial Group

Market orientation and its impact on competitive advantages is one of the important and key issues in marketing management. Market-oriented companies have a competitive advantage in quickly responding to market and customers’ needs. Also they act effectively in response to market opportunities and threats. This paper is a research that aims to investigate the relationship between market-orientation and competitive advantages in Iran Tractor Manufacturing Industrial Group. For this research a quantitative research methodology has been adopted. The primary data were collected from Iran Tractor Manufacturing Industrial Group. The data have been analyzed through using Lisrel software and structural equations methodologies. The results of this study indicate that among 3 variables of marketing culture, intellectual market and marketing capability, the intellectual market has the most effect on market orientation and among the variables effective on competitive advantage, differentiation strategy has the most coefficients, which shows the importance of these variables.