The Effects of Organizational Behavior and Activities in the Field ofInnovation, Market-Orientation, and Competitor Orientation on CompetitiveAdvantages in Services Industry

Abstract

Today, actions and behavior of firms in competitive markets play a significant and effective role in endeavors for building competitive advantages. This is very evident in service oriented industries, such as insurance industry. Meanwhile, organizational endeavors are considered in three directions in this research, which include market-orientation, competitororientation, and innovation-orientation. The main objective of this study is to assess the effectiveness of organizational endeavors in the areas of innovation, competition and market orientation on building competitive advantages. The research method here is applied for the goal and survey for the descriptive nature. The statistical population of this research is the Staff of Saman Insurance branch. The number of people who participated in this research is 319 persons according to the Census Bureau of Saman Insurance. The researcher has used simple random sampling method to select the study sample these people, and the number of respondents people is determined by Cochran sampling formula to be as equal to 174 persons. A 24-question survey is used to collect data, and the validity and reliability of it is approved by the supervisor and adviser in advance. Data analysis software used in this research is Smart PLS. Results show that market-orientation, innovation-orientation and competitive-orientation does do have effect on competitive advantage building.