The role of market orientation in the relationship between innovation culture and the development of Nike brand marketing strategy in Shiraz

The purpose of this study is to determine the role of market orientation in the relationship between innovation culture and the development of Nike brand marketing strategy in Shiraz. In terms of research method and method, this research is descriptive-correlation based on structural equation modeling and in terms of purpose, it is applied and has been conducted in the field. The statistical population of this study includes all customers of Nike brand in Shiraz in an unknown number. Using Cochran's formula, 385 people were selected as a statistical sample by non-random sampling method. Data collection tools were Narwell and Sartel (1990) standard market orientation questionnaire, Carmel's organizational culture and innovation questionnaire (2005) and Schilling Lee (2000) marketing strategies questionnaire. After analyzing the data by SPSS software version 25 and Smart PLS version 3, the research findings show a negative and significant effect of innovation culture on the development of marketing strategy (T-Value = 6.180 and 0.333). - = ß), was a positive and significant effect between innovation culture and market orientation (T-Value = 23.661 and = = 1.011) and a positive and significant effect between market orientation and brand marketing strategy development. In addition, the mediating role of market orientation in the relationship between innovation culture and marketing strategy development was acknowledged. The development of marketing strategies is essential for managers of sports organizations and manufacturers of sports brands.Therefore, the providers of Nike products in Iran should develop market strategies by creating and institutionalizing a culture of innovation in sports stores as well as market orientation.