Investigating the Effect of Proactive market Orientation on Creating Market Changes and its Consequences in the tile and ceramic industry

Achieving high performance in the market is a goal that companies have taken to various actions in order to achieve it. One of these actions is to emphasis company’s capabilities. The capabilities of the company have a variety of types. One of the most important of which is the marketing and marketing capabilities. Accordingly, the purpose of this study is to investigate the effect of market oriented behavior on market changes and its implications in the organization. From the perspective of the method, this research is a descriptive and correlational research, from the perspective of the applied objective and in terms of the method of collecting survey information. Using available sampling, 82 questionnaires were distributed among experienced employees of Yazd tile and ceramic companies. Reliability of the research tool and the validity of the test are confirmed by the content and structure method. The final findings of the research using structural equation modeling with Smart PLS software showe that action oriented market orientation has a positive and direct effect on marketing capabilities and market changes with a significant value of 17.425 and 4.271 respectively. Also, marketing capabilities and market changes affect the performance of ceramic tile companies in Yazd. Meanwhile, the role of the mediator of the variables of marketing capabilities and market changes was also confirmed.