Business performance between market orientation and stakeholder orientation

Abstract EN

The research purpose is to examine relationships among market-orientation strategies stakeholder groups, depending on Jaworski and Kohli (1993) ; Narver and Slater 1990) framework, and freeman (1984) framework.

where, stakeholder orientation was studied through four groups have repeatedly been identified as relevant to most corporations : customers, competitors, employees, and shareholders.

the market-orientation was studied through two strategies : customer-oriented strategy and competitor oriented strategy.

as has been studied the impact of these relations on business performance (financial and market, and).

where, the study was conducted by distribute a questionnaire on a group of Algerian institutions using a sample of 120 companies based on previous studies.

where the results indicated that Algerian institutions have adopted on the competitors as a stakeholder, and the company strategy was oriented toward competitors, after factor analysis, we tested the hypothesis using structural equation modeling.

we found that the there is a significant impact of the stakeholder groups (competitors) and market orientation strategies (competitor-oriented strategy) on business performance (financial and market performance).