Investigating the relation between internal marketing and job satisfaction on market orientation of firms: evidence from Darab Cement company

Market orientation has been one of the most cited concepts in marketing literature due to its key influence on profit of firms. Although the concept is well developed, there is still lack of concrete developed model which can thoroughly depict the antecedents of market orientation for firms. The purpose of this study is to develop a conceptual model based on relevant literature and then test that model in Iran’s Darab Cement Company. Results show that internal marketing has positive direct effect on both market orientation and job satisfaction. Moreover, the effect of job satisfaction on market orientation of Darab Cement Company has been supported by the results.

Keywords:

Internal marketing , Market orientation , Job satisfaction , Darab Cement Company