Presenting and Testing the Model of Market-Oriented Strategic Planning Dimensions on Formulation of Strategies in Small and Medium Enterprises by Considering Strategic Capabilities in the Field of Health

the design of a model for developing market-oriented strategic planning in small and medium enterprises (SME) was discussed with the case study of Tuan Andishan Aymansaz Fakher Company. The research methodology was based on mixed research (qualitative and quantitative). In the qualitative part of the research, the most important components of the paradigmatic model of market-oriented strategic planning were identified. To do this through targeted sampling, 15 university professors, experts, specialists in the field of marketing and strategic marketing planning of small and medium enterprises were selected and in-depth interviews were conducted with them. Finally, the data from the interviews were analyzed using Grounded Theory. Then, the research questionnaire was designed based on the results of the qualitative section and distributed among the research samples in the quantitative section. In order to analyze the questionnaire data, the method of structural equations with partial least squares approach was used. According to the results of the above table, R&D processes with a path coefficient of 0.50, excellent values of the owner/manager with a path coefficient of 0.23, human/strategic capital with a path coefficient of 0.27 and strategic capabilities with a path coefficient 0.07 have an impact on the formulation of corporate strategies. R&D processes have had the greatest impact on the formulation of corporate strategies. market-oriented strategic planning in SMEs can lead to the improvement of SMEs' performance through market-oriented activities and the use of dynamic market-oriented capabilities, as a result, increasing strategic effectiveness and, as a result, increasing organizational resilience.