عنوان مقاله [English]
Market orientation as a business philosophy is a pivotal issue in marketing management. Since it has a direct relationship with business performance, the present study measures the market orientation of tile industries in two provinces, Isfahan and Yazd, from behavioral and cultural perspectives. This is a descriptive survey research of these industries, the market orientation of which has been measured by (Narver, and Slater, 1990) and (Kohli, and Jaworski, 1990) models. The top management of these businesses has been the statistical population of the study. The results indicate that even though, from an attitudinal perspective, these businesses are market oriented, from a behavioral perspective, they are not.