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Journals / Türkiye Mesleki ve Sosyal Bilimler Dergisi - JOVOSST / 2026 / Cilt: 8

The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies

Husam Yaseen Mohsin(Al-Bayan University)0009-0008-7965-2090
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Publication Date
2026-08-02
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Both capacity building and market orientation should be encouraged through policymakers as a way of increasing sustainability.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:It has triggered the fact that the strategic posture of a company as a sustainability and market orientation is acquiring increasing attention.
📊
Key Findings & Data:Nonetheless, we have yet to learn the interaction between organizations' S-MO in the explanation of performance and innovation, particularly in mixed contexts of contemporary economies in settings of industrial sectors.
💡
Conclusion & Impact:Both capacity building and market orientation should be encouraged through policymakers as a way of increasing sustainability.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Sustainability Orientation · Market Orientation · Inno-vation Ambidexterity

Abstract

It has triggered the fact that the strategic posture of a company as a sustainability and market orientation is acquiring increasing attention. Nonetheless, we have yet to learn the interaction between organizations' S-MO in the explanation of performance and innovation, particularly in mixed contexts of contemporary economies in settings of industrial sectors. Contributions in our work are in a number of areas. It explores (1), mediating role of IBO between performance and SO and (2) how MO mediates the relationship between IBO expatia performance and (3) various paths that are taken to innovative dilemmas between organizations an organization context. The case studies and the comparison breakdown of the international new ventures originating in Ghana are the final output contexts. Moreover, the study also relies upon structural equation modelling (SEM) analysis of 288 international new ventures that employ variable-oriented and case-oriented analytics strategies as well as fuzzy-set Qualitative Comparative Analysis (fsQCA) 151 Spanish agribusiness enterprises that is also multi method comparative analysis. The study is founded on the data of time-lag surveys. Partially mediates IBO between SO and post entry performance ( =.08, p h), Both the relationships SO -Post entry and MO -Post entry are significantly weaker with the other ( =.33, p =.01). Things can be equifinal to innovation ambidexterity in a variety of ways, and MO is a circumstance that cuts across the various configurations. Contextual forces can actually play a major role in the interaction between SO and MO that results into organizational effects. D1: Top managers are expected to introduce when sustainability is in broader strategy systems that reflect the market (as well as other competitive processes), shaped by firm-specific situation and contexts (p. 338). Both capacity building and market orientation should be encouraged through policymakers as a way of increasing sustainability.

Özet

It has triggered the fact that the strategic posture of a company as a sustainability and market orientation is acquiring increasing attention. Nonetheless, we have yet to learn the interaction between organizations' S-MO in the explanation of performance and innovation, particularly in mixed contexts of contemporary economies in settings of industrial sectors. Contributions in our work are in a number of areas. It explores (1), mediating role of IBO between performance and SO and (2) how MO mediates the relationship between IBO expatia performance and (3) various paths that are taken to innovative dilemmas between organizations an organization context. The case studies and the comparison breakdown of the international new ventures originating in Ghana are the final output contexts. Moreover, the study also relies upon structural equation modelling (SEM) analysis of 288 international new ventures that employ variable-oriented and case-oriented analytics strategies as well as fuzzy-set Qualitative Comparative Analysis (fsQCA) 151 Spanish agribusiness enterprises that is also multi method comparative analysis. The study is founded on the data of time-lag surveys. Partially mediates IBO between SO and post entry performance ( =.08, p h), Both the relationships SO -Post entry and MO -Post entry are significantly weaker with the other ( =.33, p =.01). Things can be equifinal to innovation ambidexterity in a variety of ways, and MO is a circumstance that cuts across the various configurations. Contextual forces can actually play a major role in the interaction between SO and MO that results into organizational effects. D1: Top managers are expected to introduce when sustainability is in broader strategy systems that reflect the market (as well as other competitive processes), shaped by firm-specific situation and contexts (p. 338). Both capacity building and market orientation should be encouraged through policymakers as a way of increasing sustainability.

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Cite This Article

Mohsin, H. Y. (2026). The impact of using the market orientation dimension of sustainable development on marketing strategies in industrial companies. Türkiye Mesleki ve Sosyal Bilimler Dergisi - JOVOSST, Cilt: 8. https://ajindex.com/articles/1664759

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