Araştırma Makalesi

The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies

Cilt: 8 2 Ağustos 2026
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The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies

Öz

It has triggered the fact that the strategic posture of a company as a sustainability and market orientation is acquiring increasing attention. Nonetheless, we have yet to learn the interaction between organizations' S-MO in the explanation of performance and innovation, particularly in mixed contexts of contemporary economies in settings of industrial sectors. Contributions in our work are in a number of areas. It explores (1), mediating role of IBO between performance and SO and (2) how MO mediates the relationship between IBO expatia performance and (3) various paths that are taken to innovative dilemmas between organizations an organization context. The case studies and the comparison breakdown of the international new ventures originating in Ghana are the final output contexts. Moreover, the study also relies upon structural equation modelling (SEM) analysis of 288 international new ventures that employ variable-oriented and case-oriented analytics strategies as well as fuzzy-set Qualitative Comparative Analysis (fsQCA) 151 Spanish agribusiness enterprises that is also multi method comparative analysis. The study is founded on the data of time-lag surveys. Partially mediates IBO between SO and post entry performance ( =.08, p h), Both the relationships SO -Post entry and MO -Post entry are significantly weaker with the other ( =.33, p =.01). Things can be equifinal to innovation ambidexterity in a variety of ways, and MO is a circumstance that cuts across the various configurations. Contextual forces can actually play a major role in the interaction between SO and MO that results into organizational effects. D1: Top managers are expected to introduce when sustainability is in broader strategy systems that reflect the market (as well as other competitive processes), shaped by firm-specific situation and contexts (p. 338). Both capacity building and market orientation should be encouraged through policymakers as a way of increasing sustainability.

Anahtar Kelimeler

Kaynakça

  1. Al-Hyari, M. A. K., Al-Hyari, A. M. A. Z., & Al-Hyari, K. A. (2025). Integrating natural resource-based view and dynamic capabilities for sustainable agri-food supply chain resilience: An fsQCA study. Business Strategy and the Environment. Advance online publication. https://doi.org/10.1002/bse.3805
  2. Almeida, G. A. M. de, Sousa, P. R. G. de, & Silva, L. F. B. da. (2024). Resource-based view in the digital age: A systematic literature review and framework development. Review of Managerial Science, 18, 1–31. https://doi.org/10.1007/s11846-024-00737-1
  3. Alsetoohy, A. A., Alzoubi, F. M., & Alsetoohy, B. A. (2024). Market orientation, brand equity, and export performance of agribusiness SMEs: The contingent role of entrepreneurial orientation. Journal of International Food & Agribusiness Marketing, 1–25. https://doi.org/10.1080/08974438.2024.2311205
  4. Chen, Y., Wang, Y., & Griffith, D. A. (2023). Overcoming the liability of emergingness: The role of brand orientation and marketing capabilities in the post-entry internationalization of emerging market firms. International Marketing Review, 40(5), 1097–1124. https://doi.org/10.1108/IMR-05-2022-0109
  5. Corchuelo Martínez-Azúa, B., Dias, Á., & Sama-Berrocal, C. (2025). The key role of market orientation in innovation ambidexterity in agribusiness firms. Review of Managerial Science, 19, 39–65. https://doi.org/10.1007/s11846-024-00780-y
  6. Eisenhardt, K. M., & Martin, J. A. (2000). Dynamic capabilities: What are they? Strategic Management Journal, 21(10–11), 1105–1121. https://doi.org/10.1002/1097-0266(200010/11)21:10/11<1105::AID-SMJ133>3.0.CO;2-E
  7. Frimpong, K., Adomako, S., Nguyen, N. P., & Al-Shuridah, O. (2025). Sustainability orientation and post-entry performance: The role of brand and market-oriented capabilities. Business Strategy and the Environment, 34(1), 1189–1205. https://doi.org/10.1002/bse.3741
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Ayrıntılar

Birincil Dil

İngilizce

Konular

Dijital Pazarlama

Bölüm

Araştırma Makalesi

Yayımlanma Tarihi

2 Ağustos 2026

Gönderilme Tarihi

12 Temmuz 2026

Kabul Tarihi

2 Ağustos 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 8

Kaynak Göster

APA
Mohsin, H. Y. (2026). The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies. Türkiye Mesleki ve Sosyal Bilimler Dergisi, 8. https://izlik.org/JA99YA44AB
AMA
1.Mohsin HY. The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies. Journal of VOSST. 2026;8. https://izlik.org/JA99YA44AB
Chicago
Mohsin, Husam Yaseen. 2026. “The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies”. Türkiye Mesleki ve Sosyal Bilimler Dergisi 8 (Ağustos). https://izlik.org/JA99YA44AB.
EndNote
Mohsin HY (01 Ağustos 2026) The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies. Türkiye Mesleki ve Sosyal Bilimler Dergisi 8
IEEE
[1]H. Y. Mohsin, “The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies”, Journal of VOSST, c. 8, Ağu. 2026, [çevrimiçi]. Erişim adresi: https://izlik.org/JA99YA44AB
ISNAD
Mohsin, Husam Yaseen. “The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies”. Türkiye Mesleki ve Sosyal Bilimler Dergisi 8 (01 Ağustos 2026). https://izlik.org/JA99YA44AB.
JAMA
1.Mohsin HY. The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies. Journal of VOSST. 2026;8. Available at https://izlik.org/JA99YA44AB.
MLA
Mohsin, Husam Yaseen. “The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies”. Türkiye Mesleki ve Sosyal Bilimler Dergisi, c. 8, Ağustos 2026, https://izlik.org/JA99YA44AB.
Vancouver
1.Husam Yaseen Mohsin. The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies. Journal of VOSST [Internet]. 01 Ağustos 2026;8. Erişim adresi: https://izlik.org/JA99YA44AB