Synthesis of Dimensions Strategic Orientation for Improving Financial Performance Through Organizational Commitment; Empirical Study in Agriculture Bank of Iraq
Abstract
The current study seeks to analyze the different impacts of alternatives strategic orientation ( customer orientation , competitor orientation and interfunctional coordination ) on financial performance of agricultural bank of Al-Qadissya governorate in Iraq , a survey of 80 respondents was used to collect data that were analyzed by SPSS , moreover , authors is to test whether the dimensions of strategic orientation have influence on organizational commitment and how to enhancing financial performance , and whether these three dimensions contribute to improve financial performance , the findings reveal that the dimensions of strategic orientation ( customer orientation , competitor orientation and interfunctional coordination ) have a significant influence on organizational commitment , but there is one dimension of strategic orientation ( customer orientation ) has a significant influence on financial performance , whereas the interfunctional coordination has a significant influence on financial performance if tested together with the rest dimensions and organizational commitment , moreover there is no significant influence between organizational commitment and financial performance , this study wants to increase of knowledge based a whole of previous studies so as to provides some insights and original value because this is the first attempt to study alternative strategic orientation and organizational commitment on financial performance in agricultural bank in Iraq , besides this study add some managerial implications for the board council of the agricultural bank .
References
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[8] Kumar, K., Subramanian, R., & Yauger, C.”Examining the market orientation-performance relationship: a context-specific study. Journal of management, 24(2), 201-233(1998).
[9] Langerak, F., Hultink, E. J., & Robben, H. S.”The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance. Journal of product innovation management, 21(2), 79-94 (2004).
[10] Idar, R., Yusoff, Y., & Mahmood, R”The effect of market orientation as mediator to strategic planning practices and performance relationship: Evidence from Malaysian SMEs. Procedia Economics and Finance, 4, 68-75. (2012).
[11] Kumar, K., Boesso, G., Favotto, F., & Menini, A.”Strategic orientation, innovation patterns and performances of SMEs and large companies. Journal of Small Business and Enterprise Development, 19(1), 132-145(2012).
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[13] Dahan, G., & Shoham, A.”Strategic orientations: Developing an integrative model of pioneering, entrepreneurial, and stakeholder orientations .Procedia-Social and Behavioral Sciences, 109, 758-762(2014).
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[16] Frishammar, J., & Åke Hörte, S.”The role of market orientation and entrepreneurial orientation for new product development performance in manufacturing firms. Technology Analysis & Strategic Management, 19(6), 765-788(2007). .
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[20] Saxe, R., & Weitz, B. A.”The SOCO scale: A measure of the customer orientation of salespeople. Journal of marketing research, 343-351(1982).
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[23]Deshpandé, R., Farley, J. U., & Webster Jr, F. E” Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. The journal of Marketing, 23-37. (1993).
[24] Grissemann, U., Plank, A., & Brunner-Sperdin, A.”Enhancing business performance of hotels: The role of innovation and customer orientation. International Journal of Hospitality Management, 33, 347-356(2013).
[25] Al-alak, B. A., & Tarabieh, S. A.” Gaining competitive advantage and organizational performance through customer orientation, innovation differentiation and market differentiation. International Journal of Economics and Management Sciences, 1(5), 80-91(2011).
[26] Al-Mohammad, S. M.” Market orientation, new product development and new product performance: a model and test. Jordan Journal of Business Administration, 6(4).,555-580 (2010).
[27] Frambach, R. T., Fiss, P. C., & Ingenbleek, P. T” How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments. Journal of Business Research,69(4), 1428-1436. (2016).
[28] Hemati, F., Mohamadi, E., & Navid, B. J” The study of influence of strategic orientation and marketing capabilities on performance of branches of public banks (case study: Ilam province), international research journal of applied and basic science ,7(14), 1147-1154(2013) .
[29] Altuntas, G., Semerciöz, F., & Eregez, H.”Linking strategic and market orientations to organizational performance: the role of innovation in private healthcare organizations. Procedia-Social and Behavioral Sciences,99, 413-419(2013).
[30] Kam Sing Wong, S., & Tong, C.”The influence of market orientation on new product success. European Journal of Innovation Management, 15(1), 99-121 (2012).
[31] Yang, Y., Wang, Q., Zhu, H., & Wu, G.”What are the effective strategic orientations for new product success under different environments? An empirical study of Chinese businesses. Journal of Product Innovation Management, 29(2), 166-179 (2012)..
[32] Zhou, K. Z., Brown, J. R., Dev, C. S., & Agarwal, S.”The effects of customer and competitor orientations on performance in global markets: a contingency analysis. Journal of International Business Studies, 38(2), 303-319(2007)..
[33] Ledwith, A., & O'Dwyer, M.”Market orientation, NPD performance, and organizational performance in small firms. Journal of Product Innovation Management, 26(6), 652-661 (2009).
[34] Bendle, N., & Vandenbosch, M.”Competitor orientation and the evolution of business markets. Marketing Science, 33(6), 781-795(2014)..
[35] Foreman, J., Donthu, N., Henson, S., & Poddar, A” The performance implications of planning, implementation, and evolution of firms' customer and competitor orientations. Journal of Marketing Theory and Practice, 22(4), 349-366. (2014).
[36] Wang, C. H., Chen, K. Y., & Chen, S. C.”Total quality management, market orientation and hotel performance: The moderating effects of external environmental factors. International Journal of Hospitality Management, 31(1), 119-129 (2012).
[37] Manurung, D., Suhartadi, A. R., & Saefudin, N.”The Influence of Organizational Commitment on Employee Fraud with Effectiveness of Internal Control and Organizational Justice as a Moderating Variable. Procedia-Social and Behavioral Sciences, 211, 1064-1072(2015)..
[38] Öz?ahin, M., Zehir, C., Acar, A. Z., & Sudak, M. K.” The effects of leadership and market orientation on organizational commitment. Procedia-Social and Behavioral Sciences, 99, 363-372(2013).
[39] Allen, N. J., & Meyer, J. P.”The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational and organizational psychology, 63(1), 1-18(1990).
[40] bin Salahudin, S. N., binti Baharuddin, S. S., Abdullah, M. S., & Osman, A.”The Effect of Islamic Work Ethics on Organizational Commitment .Procedia Economics and Finance, 35, 582-590(2016)..
[41] Top, S., Öge, E., Atan, Ö., & Gümü?, S.”Investigation relational levels of intensity between paternalistic and servant leadership styles and national culture, organizational commitment and subordinate responses or reactions to the leaders style. Procedia-Social and Behavioral Sciences, 181, 12-22 (2015).
[42] Kim, S. G., & Kim, J.”Integration Strategy, Transformational Leadership and Organizational Commitment in Korea's Corporate Split-offs.Procedia-Social and Behavioral Sciences, 109, 1353-1364(2014).
[43] Haftkhavani, Z. G., Faghiharam, B., & Araghieh, A.” Organizational commitment and academic performance (Case study: students at secondary schools for girls). Procedia-Social and Behavioral Sciences, 69, 1529-1538(2012)..
[44] Vicente, R. P., Inmaculada, B., Ana, B. E. & Carlos, B. L.” Organizational commitment to employees and organizational performance: A simultaneous test of configurative and universalistic propositions. Personnel Review, 36(6), 867-886(2007)..
[45] Tnay, E., Othman, A. E. A., Siong, H. C., & Lim, S. L. O.” The influences of job satisfaction and organizational commitment on turnover intention. Procedia-Social and Behavioral Sciences, 97, 201-208(2013).
[46] Lee, Y. K., Son, M. H., & Lee, D. J.”Do emotions play a mediating role in the relationship between owner leadership styles and manager customer orientation, and performance in service environment?. International Journal of Hospitality Management, 30(4), 942-952 (2011).
[47] Avci, U., Madanoglu, M., & Okumus, F.”Strategic orientation and performance of tourism firms: Evidence from a developing country. Tourism Management, 32(1), 147-157(2011).
[48] Altindag, E., & Zehir, C.”Back to the Past: Re-Measuring the Levels of Strategic Orientations and Their Effects on Firm Performance in Turkish Family Firms: An Updated Empirical Study. Procedia-Social and Behavioral Sciences, 41, 288-295(2012).
[49] Šályová, S., Táborecká-Petrovi?ová, J., Nedelová, G., & ?a?o, J.” Effect of Marketing Orientation on Business Performance: A Study from Slovak Foodstuff Industry. Procedia Economics and Finance, 34, 622-629(2015).
[50]Naidoo, V. ”Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial marketing management, 39(8), 1311-1320(2010)..
[51] Reulink, R.”Strategic orientation and innovation performance at Dutch manufacturing SMEs: the overrated role of market orientation and entrepreneurial orientation. master thesis Twente(2012).
[52] Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L.”Multivariate data analysis, 6th Edition. Pearson Prentice Hall. New Jersey. humans: Critique and reformulation. Journal of Abnormal Psychology,87, 49-74 (2006)..
[53] Powpaka, S.”How market orientation affects female service employees in Thailand. Journal of Business Research, 59(1), 54-61(2006).
[54] Song, J., Wei, Y. S., & Wang, R.”Market orientation and innovation performance: the moderating roles of firm ownership structures. International Journal of Research in Marketing, 32(3), 319-331(2015).
[55] Acar, A. Z., Zehir, C., Özgenel, N., and Öz?ahin, M.”The effects of customer and entrepreneurial orientations on individual service performance in banking sector. Procedia-Social and Behavioral Sciences, 99, 526-535 (2013).
[56] Hult, G., Ketchen, D. & Slater, S” Market orientation and performance: An integration of disparate approaches. Strategic Management Journal, 26, 1173-1181. (2005)..
[57] Hult, G.T.M., & Ketchen, D.J.” Does market orientation matter?: A test of the relationship between positional advantage and performance. Strategic Management Journal, 22(9), 899-906 (2001)..
[58] Aragón-Sánchez, A., & Sánchez-Marín, G. ”Strategic orientation, management characteristics, and performance: A study of Spanish SME. Journal of Small Business Management, 43(3), 287-308(2005).
[2] Narver, J. C., & Slater, S. F. ”The effect of a market orientation on business profitability. The Journal of marketing, 20-35 (1990)..
[3] Grinstein, A” The relationships between market orientation and alternative strategic orientations: A meta-analysis. European Journal of Marketing, 42(1/2), 115-134. (2008).
[4] Amirkhani, A. H., & Reza, A. M.”Investigating the Relationship between Strategic Orientation and Firm's Performance Considering the Intermediary Role of Business Strategy. Journal of Management Sciences,1(8), 152-157(2015).
[5] Zhou, K. Z., Yim, C. K., & Tse, D. K.”The effects of strategic orientations on technology-and market-based breakthrough innovations .Journal of marketing, 69(2), 42-60(2005).
[6] Theodosiou, M., Kehagias, J., & Katsikea, E.”Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), 1058-1070(2012).
[7] Jaworski, B. J., & Kohli, A. K”Market orientation: antecedents and consequences. The Journal of marketing, 53-70. (1993).
[8] Kumar, K., Subramanian, R., & Yauger, C.”Examining the market orientation-performance relationship: a context-specific study. Journal of management, 24(2), 201-233(1998).
[9] Langerak, F., Hultink, E. J., & Robben, H. S.”The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance. Journal of product innovation management, 21(2), 79-94 (2004).
[10] Idar, R., Yusoff, Y., & Mahmood, R”The effect of market orientation as mediator to strategic planning practices and performance relationship: Evidence from Malaysian SMEs. Procedia Economics and Finance, 4, 68-75. (2012).
[11] Kumar, K., Boesso, G., Favotto, F., & Menini, A.”Strategic orientation, innovation patterns and performances of SMEs and large companies. Journal of Small Business and Enterprise Development, 19(1), 132-145(2012).
[12] Eibe Sørensen, H.”Why competitors matter for market orientation. European Journal of Marketing, 43(5/6), 735-761(2009).
[13] Dahan, G., & Shoham, A.”Strategic orientations: Developing an integrative model of pioneering, entrepreneurial, and stakeholder orientations .Procedia-Social and Behavioral Sciences, 109, 758-762(2014).
[14] Kirca, A. H., Jayachandran, S., & Bearden, W. O.” Market orientation: A meta-analytic review and assessment of its antecedents and impact on performance. Journal of marketing, 69(2), 24-41(2005).
[15 ] Zaman, K., Javaid, N., Arshad, A., & Bibi, S.” Impact of internal marketing on market orientation and business performance. International Journal of Business and Social Science, 3(12) (2012).
[16] Frishammar, J., & Åke Hörte, S.”The role of market orientation and entrepreneurial orientation for new product development performance in manufacturing firms. Technology Analysis & Strategic Management, 19(6), 765-788(2007). .
[17] Theoharakis, V., & Hooley, G” Customer orientation and innovativeness: Differing roles in New and Old Europe. International Journal of Research in Marketing, 25(1), 69-79. (2008).
[18] Auh, S., & Menguc, B.”Performance implications of the direct and moderating effects of centralization and formalization on customer orientation. Industrial marketing management, 36(8), 1022-1034(2007).
[19] Ziggers, G. W., & Henseler, J” The reinforcing effect of a firm's customer orientation and supply-base orientation on performance. Industrial marketing management, 52, 18-26. (2016).
[20] Saxe, R., & Weitz, B. A.”The SOCO scale: A measure of the customer orientation of salespeople. Journal of marketing research, 343-351(1982).
[21]Thakor, M. V., & Joshi, A. W. ” Motivating salesperson customer orientation: insights from the job characteristics model. Journal of Business Research, 58(5), 584-592 (2005)
[22] Maurya, U. K., Mishra, P., Anand, S., & Kumar, N.”Corporate identity, customer orientation and performance of SMEs: Exploring the linkages. IIMB Management Review, 27(3), 159-174(2015).
[23]Deshpandé, R., Farley, J. U., & Webster Jr, F. E” Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. The journal of Marketing, 23-37. (1993).
[24] Grissemann, U., Plank, A., & Brunner-Sperdin, A.”Enhancing business performance of hotels: The role of innovation and customer orientation. International Journal of Hospitality Management, 33, 347-356(2013).
[25] Al-alak, B. A., & Tarabieh, S. A.” Gaining competitive advantage and organizational performance through customer orientation, innovation differentiation and market differentiation. International Journal of Economics and Management Sciences, 1(5), 80-91(2011).
[26] Al-Mohammad, S. M.” Market orientation, new product development and new product performance: a model and test. Jordan Journal of Business Administration, 6(4).,555-580 (2010).
[27] Frambach, R. T., Fiss, P. C., & Ingenbleek, P. T” How important is customer orientation for firm performance? A fuzzy set analysis of orientations, strategies, and environments. Journal of Business Research,69(4), 1428-1436. (2016).
[28] Hemati, F., Mohamadi, E., & Navid, B. J” The study of influence of strategic orientation and marketing capabilities on performance of branches of public banks (case study: Ilam province), international research journal of applied and basic science ,7(14), 1147-1154(2013) .
[29] Altuntas, G., Semerciöz, F., & Eregez, H.”Linking strategic and market orientations to organizational performance: the role of innovation in private healthcare organizations. Procedia-Social and Behavioral Sciences,99, 413-419(2013).
[30] Kam Sing Wong, S., & Tong, C.”The influence of market orientation on new product success. European Journal of Innovation Management, 15(1), 99-121 (2012).
[31] Yang, Y., Wang, Q., Zhu, H., & Wu, G.”What are the effective strategic orientations for new product success under different environments? An empirical study of Chinese businesses. Journal of Product Innovation Management, 29(2), 166-179 (2012)..
[32] Zhou, K. Z., Brown, J. R., Dev, C. S., & Agarwal, S.”The effects of customer and competitor orientations on performance in global markets: a contingency analysis. Journal of International Business Studies, 38(2), 303-319(2007)..
[33] Ledwith, A., & O'Dwyer, M.”Market orientation, NPD performance, and organizational performance in small firms. Journal of Product Innovation Management, 26(6), 652-661 (2009).
[34] Bendle, N., & Vandenbosch, M.”Competitor orientation and the evolution of business markets. Marketing Science, 33(6), 781-795(2014)..
[35] Foreman, J., Donthu, N., Henson, S., & Poddar, A” The performance implications of planning, implementation, and evolution of firms' customer and competitor orientations. Journal of Marketing Theory and Practice, 22(4), 349-366. (2014).
[36] Wang, C. H., Chen, K. Y., & Chen, S. C.”Total quality management, market orientation and hotel performance: The moderating effects of external environmental factors. International Journal of Hospitality Management, 31(1), 119-129 (2012).
[37] Manurung, D., Suhartadi, A. R., & Saefudin, N.”The Influence of Organizational Commitment on Employee Fraud with Effectiveness of Internal Control and Organizational Justice as a Moderating Variable. Procedia-Social and Behavioral Sciences, 211, 1064-1072(2015)..
[38] Öz?ahin, M., Zehir, C., Acar, A. Z., & Sudak, M. K.” The effects of leadership and market orientation on organizational commitment. Procedia-Social and Behavioral Sciences, 99, 363-372(2013).
[39] Allen, N. J., & Meyer, J. P.”The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of occupational and organizational psychology, 63(1), 1-18(1990).
[40] bin Salahudin, S. N., binti Baharuddin, S. S., Abdullah, M. S., & Osman, A.”The Effect of Islamic Work Ethics on Organizational Commitment .Procedia Economics and Finance, 35, 582-590(2016)..
[41] Top, S., Öge, E., Atan, Ö., & Gümü?, S.”Investigation relational levels of intensity between paternalistic and servant leadership styles and national culture, organizational commitment and subordinate responses or reactions to the leaders style. Procedia-Social and Behavioral Sciences, 181, 12-22 (2015).
[42] Kim, S. G., & Kim, J.”Integration Strategy, Transformational Leadership and Organizational Commitment in Korea's Corporate Split-offs.Procedia-Social and Behavioral Sciences, 109, 1353-1364(2014).
[43] Haftkhavani, Z. G., Faghiharam, B., & Araghieh, A.” Organizational commitment and academic performance (Case study: students at secondary schools for girls). Procedia-Social and Behavioral Sciences, 69, 1529-1538(2012)..
[44] Vicente, R. P., Inmaculada, B., Ana, B. E. & Carlos, B. L.” Organizational commitment to employees and organizational performance: A simultaneous test of configurative and universalistic propositions. Personnel Review, 36(6), 867-886(2007)..
[45] Tnay, E., Othman, A. E. A., Siong, H. C., & Lim, S. L. O.” The influences of job satisfaction and organizational commitment on turnover intention. Procedia-Social and Behavioral Sciences, 97, 201-208(2013).
[46] Lee, Y. K., Son, M. H., & Lee, D. J.”Do emotions play a mediating role in the relationship between owner leadership styles and manager customer orientation, and performance in service environment?. International Journal of Hospitality Management, 30(4), 942-952 (2011).
[47] Avci, U., Madanoglu, M., & Okumus, F.”Strategic orientation and performance of tourism firms: Evidence from a developing country. Tourism Management, 32(1), 147-157(2011).
[48] Altindag, E., & Zehir, C.”Back to the Past: Re-Measuring the Levels of Strategic Orientations and Their Effects on Firm Performance in Turkish Family Firms: An Updated Empirical Study. Procedia-Social and Behavioral Sciences, 41, 288-295(2012).
[49] Šályová, S., Táborecká-Petrovi?ová, J., Nedelová, G., & ?a?o, J.” Effect of Marketing Orientation on Business Performance: A Study from Slovak Foodstuff Industry. Procedia Economics and Finance, 34, 622-629(2015).
[50]Naidoo, V. ”Firm survival through a crisis: The influence of market orientation, marketing innovation and business strategy. Industrial marketing management, 39(8), 1311-1320(2010)..
[51] Reulink, R.”Strategic orientation and innovation performance at Dutch manufacturing SMEs: the overrated role of market orientation and entrepreneurial orientation. master thesis Twente(2012).
[52] Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L.”Multivariate data analysis, 6th Edition. Pearson Prentice Hall. New Jersey. humans: Critique and reformulation. Journal of Abnormal Psychology,87, 49-74 (2006)..
[53] Powpaka, S.”How market orientation affects female service employees in Thailand. Journal of Business Research, 59(1), 54-61(2006).
[54] Song, J., Wei, Y. S., & Wang, R.”Market orientation and innovation performance: the moderating roles of firm ownership structures. International Journal of Research in Marketing, 32(3), 319-331(2015).
[55] Acar, A. Z., Zehir, C., Özgenel, N., and Öz?ahin, M.”The effects of customer and entrepreneurial orientations on individual service performance in banking sector. Procedia-Social and Behavioral Sciences, 99, 526-535 (2013).
[56] Hult, G., Ketchen, D. & Slater, S” Market orientation and performance: An integration of disparate approaches. Strategic Management Journal, 26, 1173-1181. (2005)..
[57] Hult, G.T.M., & Ketchen, D.J.” Does market orientation matter?: A test of the relationship between positional advantage and performance. Strategic Management Journal, 22(9), 899-906 (2001)..
[58] Aragón-Sánchez, A., & Sánchez-Marín, G. ”Strategic orientation, management characteristics, and performance: A study of Spanish SME. Journal of Small Business Management, 43(3), 287-308(2005).
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Published
2017-05-13
How to Cite
Jassmy, B. A. K., Banacu, U. P. D. C.-S., Bhaya, Z. M. A., & Atiya, L. (2017). Synthesis of Dimensions Strategic Orientation for Improving Financial Performance Through Organizational Commitment; Empirical Study in Agriculture Bank of Iraq. American Scientific Research Journal for Engineering, Technology, and Sciences, 31(1), 214–231. Retrieved from https://asrjetsjournal.org/index.php/American_Scientific_Journal/article/view/2996
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