Abstract
The aim of the present study to is to determine the effect of learning standards and market orientation effect on competition and survival strategies in the Islamic Republic of Iran Broadcasting. This research is an applied research and the method of collecting data is field research. The Statistical Society includes all 248 managers and senior technical experts in IRIB in 2015 which by using of Morgan Table the 148 volume has been selected. For gathering data, we used OL learning Criteria Questionnaire (2001), Slater and Narver marketing Questionnaire (1990), Self-made questionnaire based on Porter’s competitive strategy, and Self-made questionnaire based on organizational survival in Likert’s 5-degree scale. Data collected by descriptive statistics (Frequency tables, graphs, percentages, averages) and inferential statistical methods, (Pearson correlation, synchronous multiple regression analysis, structural equation modeling) by using statistical software SPSS and AMOS were analyzed. The results showed: learning criterion has a positive and significant effect on marketing, Marketing (customer-oriented, cross-sector coordination, competitiveness) has a significant positive impact on competitive strategies and organizational survival, Competitive strategies have a positive and significant effect on organizational survival. The results showed that the model fit is appropriate.
Highlights
The involved organizations for economic affairs in the 1980/90 and in the face of social, economic, cultural and political accelerating have concluded that organizations and companies to deal with the problems of coordination with the new conditions must equip itself, because the continuity of the organization in economic affairs depends on its understanding and using these tools
To evaluate IRIB competitive strategies based on the viewpoints of managers and experts a questionnaire which made by the researcher was used
The results suggest that competitive strategies have a significant and positive impact on organizational survival
Summary
The involved organizations for economic affairs in the 1980/90 and in the face of social, economic, cultural and political accelerating have concluded that organizations and companies to deal with the problems of coordination with the new conditions must equip itself, because the continuity of the organization in economic affairs depends on its understanding and using these tools. One way is to create the learning process in the organization (Hanafizadeh & Rahmani, 2012). The survival organizations are threatened in the absence of readiness to deal with various conditions and sometimes this threat will continue to till completely remove it from the competitive market. Organization survival is to adapt the organization to the external environment (Sim kin, 2007) and the continuity of the organization (Hanafizadeh & Rahmani, 2012). According to what was said, IRIB organizational survival and the competitive strategy are issues which the managers of these organizations are involved with. Competition with international powerful broadcasts like BBC, and organization strategy to maintain its position among the audience (inside and outside the border audience) can be affected by many factors and variables such as organizational learning and market orientation. Marketing and strategy related to its rival in the international arena in competitive with foreign jpl.ccsenet.org
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