The Impact of Market-Oriented Approaches on Brand Performance Through the Mediating Role of Companies' Positioning Strategies in B2B Businesses

Today, due to the expansion of trade in the online space and the increase in the growth rate of electronic businesses, it is necessary to improve the performance of the brand by adopting market-oriented strategies and positioning strategies to discover, identify and meet the hidden and obvious needs of customers along with creating value and choose the right one to differentiate and gain a special place in the minds of customers. In this research, the impact of market-oriented approaches on brand performance was studied through the mediating role of companies' positioning strategies in B2B businesses. In terms of the purpose, it is applied research, and in terms of the nature or data collection method, it is a descriptive survey, and in terms of the relationships between research variables, it is correlation analysis. The statistical population of this research is electronic business companies serving the B2B model in Tehran. In total, 680 companies were active in Tehran, of which 245 companies were selected as samples. The data was collected using a simple random sampling method and a questionnaire using Ayer et al.'s (2019) indicators and research questions. The opinions of professors and experts were used to revalidate this questionnaire. Cronbach's alpha was used for its reliability and its value was determined to be 0.88. SPSS26 and Smart Pls3 software were used to test the hypotheses of this research. The results showed that active market orientation has an effect on brand performance through the mediating role of design-based differentiation strategy and quality-based differentiation strategy, and responsive market orientation has an effect on brand performance through the mediating role of differentiation strategy based on brand image.