Abstract
The main purpose of this study firstly is to investigate the relation between market orientations and business performance in the Iranian context and secondly, to propose an indigenous model that explains the enhancement of business performance through market-oriented value creation. Findings suggest that in Iran, this relation is significant but is neglected and requires more attention. The methodology consists of two phases, model developing and model evaluation, and both are based on the views and comments of academic scholars and top managers. The findings confirm the mediative role of value creation both directly and indirectly. This study is the first study conducted in Iranian context developing a model representing the relation of mentioned factors in the Iranian banking sector, and its findings are based on the reality of this industry.
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