Abstract
The present paper, titled ‘A Study of the Effect of market orientation on SME firm performance the mediating role of product management’ Seek to answer the question Which aspects of product management how affect the firm performance Thus the product management literature, as well as market orieantation and performance in home appliances factories in Isfahan Province are examined. This research, in terms of its purpose, is an applied one; and in terms of implementation method, is a survey with a correlation approach. The statistical population include 84 managers (senior, marketing, manufacturing and RD and the reliability, determined through Cronbach's alpha coefficient of 90%) The questionnaire includes personal data and main, specialized items for examining the research hypotheses. The collected data were analyzed using SPSS and AMOS software programs through statistical tests at descriptive (frequency, percentage, accumulated percentage, average and standard deviation) and inferential (regression modeling, variance analysis, non- parametric Kolmogorov and Smirnov test, and Freedman non-parametric test) levels. According to the results obtained, all hypotheses were supported. Therefore, it was concluded that the product management as a mediator has a significant effect on the relationship between market orientation and performance.
Highlights
The product management as a concept has a powerful relationship with companies’ marketing function
Another part of the results of this study revealed that market-orientation influences product positioning positively (γ: 0.82). The result of this hypothesis is supported by Karlsson and Olsson (1998). They found that the product management system concentrates on the product as a focus point of management structure and delegates all of the responsibilities of creating, developing, and marketing products to the product manager
The results revealed that the performance of product management organization can be directed through structural limitations in organization, quality of marketing processes, roles and responsibilities, knowledge and competency
Summary
The product management as a concept has a powerful relationship with companies’ marketing function. Many of the successful companies change their product management system during past years (Wood and tendon, 1994) This system, which concentrates on the product as a focus point of management structure, delegates the responsibility of product developing, creating, and marketing to the product manager. Based on this system, the company concentrates on the responsibility of integrating all of the necessary functions of product management or product line (Karlsson and Olsson, 1998). Product management unlike to market-orientation concept determines the company’s behavior beyond the traditional functions and thinks about how the organization can achieve and process the external information. The literature review, research methodology, data analysis, conclusion, limitations, and suggestions are the main topics that will be covered in the future sections
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