Investigating the Relationships between Technological Opportunities, Marketing Emphasis, and Firm Performance

This study has been conducted among all companies producing commodities across Yazd Province with the intention of investigating the relationship between technological opportunities, marketing emphasis, and firm performance. The independent variables of the research model are technological opportunities and marketing emphasis, and firm performance is regarded as the dependent variable. The present research is an applied study and the method is correlation using questionnaire and survey method to collect the required data. The research population consists of all commodity producing companies across Yazd Province, and a sample 310 members was selected. Data analysis was done using SPSS and LISREL. Findings show that technological opportunities directly and positively affect marketing emphasis and firm performance, also that marketing emphasis affects firm performance directly and positively.

Keywords:

technological and market turbulence , marketing emphasis , competition intensity , performance , technological opportunities