University of Isfahan Journal of Applied Sociology 2008-5745 24 3 2013 07 23 The Influence of Organizational Culture on Market Orientation, with Emphasis on the Mediator Role of Organizational Conflict (Case Study: The Furniture Industry in Mashhad City) The Influence of Organizational Culture on Market Orientation, with Emphasis on the Mediator Role of Organizational Conflict (Case Study: The Furniture Industry in Mashhad City) 115 130 18318 FA Habibolah Doaei Associate Professor, Department of Management, University of Sistan and Baluchestan, Iran Samira Pour Master of Business Management, Ferdowsi University of Mashhad Journal Article 2016 06 14 Deshpande´ et al. (1993) demand, most eloquently and rhetorically, market orientation for modern organizations at all levels. However, despite the potential value of development and utilization orientation, understanding this concept for many companies is still cheating (McClure, 2010) Yet, studies have shown that organizational conflict can prevent the ability of the market orientation (Lancaster and van der Velden, 2004; Pulendran et al. 2000). In addition, as a result of conflict, organizational culture was studied (Brotheridge and Lee, 2006; Chang et al, 2004). In this study, three types of organizational culture, bureaucratic, innovative and supportive are investigated (Wallach, 1983). Hence, the central question is how research can influence the orientation of the three general organizational cultures and how the culture of an organization can facilitate orientation. Therefore, it is essential that the role of organizational culture and conflict will be analyzed and their impact on market orientation to be measured in the furniture industry. On the one hand, the increasing tendency of people to have the furniture which is on the market has made shopping centers so charming in cities. On the other hand, increase in commodity prices has reduced the purchasing power of people. Deshpande´ et al. (1993) demand, most eloquently and rhetorically, market orientation for modern organizations at all levels. However, despite the potential value of development and utilization orientation, understanding this concept for many companies is still cheating (McClure, 2010) Yet, studies have shown that organizational conflict can prevent the ability of the market orientation (Lancaster and van der Velden, 2004; Pulendran et al. 2000). In addition, as a result of conflict, organizational culture was studied (Brotheridge and Lee, 2006; Chang et al, 2004). In this study, three types of organizational culture, bureaucratic, innovative and supportive are investigated (Wallach, 1983). Hence, the central question is how research can influence the orientation of the three general organizational cultures and how the culture of an organization can facilitate orientation. Therefore, it is essential that the role of organizational culture and conflict will be analyzed and their impact on market orientation to be measured in the furniture industry. On the one hand, the increasing tendency of people to have the furniture which is on the market has made shopping centers so charming in cities. On the other hand, increase in commodity prices has reduced the purchasing power of people. https://jas.ui.ac.ir/article_18318_a00bff777ca5dd67a1fc9c891ac79136.pdf