The Effect of Learning Standards and Market-Orientation in Competitive Strategy and Organizational Survival of the Islamic Republic of Iran Broadcasting (IRIB)

Abstract

The aim of the present study to is to determine the effect of learning standards and market orientation effect on competition and survival strategies in the Islamic Republic of Iran Broadcasting. This research is an applied research and the method of collecting data is field research. The Statistical Society includes all 248 managers and senior technical experts in IRIB in 2015 which by using of Morgan Table the 148 volume has been selected. For gathering data, we used OL learning Criteria Questionnaire (2001), Slater and Narver marketing Questionnaire (1990), Self-made questionnaire based on Porter’s competitive strategy, and Self-made questionnaire based on organizational survival in Likert’s 5-degree scale. Data collected by descriptive statistics (Frequency tables, graphs, percentages, averages) and inferential statistical methods, (Pearson correlation, synchronous multiple regression analysis, structural equation modeling) by using statistical software SPSS and AMOS were analyzed. The results showed: learning criterion has a positive and significant effect on marketing, Marketing (customer-oriented, cross-sector coordination, competitiveness) has a significant positive impact on competitive strategies and organizational survival, Competitive strategies have a positive and significant effect on organizational survival. The results showed that the model fit is appropriate.