Providing a model for the impact of market-oriented and sociological components on organizational performance in the value chain

The business process turbulence and increased competition among business firms make the environment around organizations much different from the past. Identifying future business paths and move in a way that brings the benefits of the organization recognizes the need for marketing research and concepts such as market orientation. The purpose of this research is to address and evaluate the impact of market orientation on organizational performance by emphasizing the mediating role of organizational innovation in value chain and provide a model for it. This is a descriptive survey research. To study the meaningful regression weight (factor loading) of different structures of questionnaire on predicting the related items, Confirmatory Factor Analysis (CFA) Technique has been used. Also LISREL statistical analysis software was used for testing research hypotheses and structural equations. Statistical population of research includes all managers and employees working in value chain of poultry farming industry in Kurdistan province, out of which a 205-person sample was selected based on Cochran formula. Reliability of the questionnaire has been confirmed through internal consistency method (Cronbach's alpha) with high reliability coefficient. Results of data analysis suggest that the relation between competition orientation and with the financial performance of the organization are confirmed. In addition there is no significant relation between customer orientation and inter-task coordination with financial performance of the organization. Eventually suggestions have been proposed to improve the performance of the poultry farming industry.