THE EFFECT OF MARKET ORIENTATION AND ENTREPRENEURSHIP ORIENTATION ON THE INNOVATION OF PRODUCT: EVIDENCE FROM IRAN

Continuous environmental changes are in different forms threatening the maintenance of the organizations. Thus, for any firm to survive it needs to adopt an appropriate strategic approach with which it can, considering its weak and strong points, take the most advantage of the environmental opportunity. Although the researchers in marketing and strategic management have shown the relationship between marketing and entrepreneurship with the organizational operation in different companies, the effect of such variables on the innovation of products are less considered in Iran's business firms. Considering the importance of market orientation and entrepreneurship orientation approaches for the maintenance of organizations and confrontation with the rivals, the present research, using the data obtained from the firms producing auto parts in Tehran province, is planning to investigate the effect of such variables on the innovation of new products. The research findings, in addition to having relationship with the existent literature in the investigated area, will provide the managers with appropriate information for the adoption of a strategic balanced approach.