Performance evaluation model in the development of international Joint Venture of the Islamic Republic of Iran with the strategy of market orientation factors

In this study, we evaluated the performance of joint ventures in the international arena with a market orientation approach. The present research is applied in terms of purpose, descriptive-survey in terms of method and cross-sectional in terms of time. The statistical population of the study was the experts and senior managers of Iran Khodro and Saipa car companies who had a history of more than 5 years of activity in international joint ventures. Data were collected using a questionnaire and a semi-structured interview. Data were analyzed using SPSS software version 11 and network analysis process ANP and fuzzy TOPSIS. Calculation of relative weight of customer-centric indicators showed; The components of success rate in setting goals to achieve customer satisfaction, success rate in customer commitment and success rate in creating value for the customer were the most important and effective, respectively. Calculation of relative weight of axial competing indices showed; The components of performance in competitors' information sharing in the market, quality of after-sales service, top managers' attention to competitors' strategies were the most important and effective, respectively, and the calculation of the relative weight of inter-task coordination indicators showed; The components of the degree of relevance of all tasks to customer values, the degree of performance of task integration in the company's strategies and strategies, the degree of success in strengthening the culture of supporting market orientation were the most important and effective, respectively.