The Effect of Market Orientation on Competitive Advantage with the Mediating Role of Market Innovation and the Moderating Role of Global Strategy in the Tile and Ceramic Industry (A Case Study of the Tile and Ceramic Industry in Yazd Province)
Keywords:
Market orientation, Market innovation, Competitive advantage, Global strategyAbstract
The purpose of this study is to examine the effect of market orientation on competitive advantage, considering the mediating role of market innovation and the moderating role of global strategy in the tile and ceramic industry of Yazd Province. In terms of purpose, the research is applied, and in terms of methodology, it is descriptive–survey in nature and conducted using a quantitative approach. Data were collected through a standardized questionnaire from 368 participants active in the tile and ceramic industry of Yazd Province. Data analysis was performed using structural equation modeling based on the partial least squares approach (PLS-SEM) with SmartPLS software. The results indicated that market orientation has a positive and significant effect on both market innovation and competitive advantage. In addition, market innovation significantly influences competitive advantage and plays a mediating role in the relationship between market orientation and competitive advantage. The findings also revealed that global strategy moderates the relationship between market innovation and competitive advantage; however, its moderating role in the relationship between market orientation and competitive advantage was not confirmed. Overall, the results emphasize the simultaneous importance of market orientation and market innovation in enhancing firms’ competitive advantage.
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