Strategic orientations are considered as a combination of resources, behavioral patterns, and value points of a company in the market to provide products and services tailored to the market. On the other h&, the need for continuous organizational change in a dynamic and More
Strategic orientations are considered as a combination of resources, behavioral patterns, and value points of a company in the market to provide products and services tailored to the market. On the other h&, the need for continuous organizational change in a dynamic and changing environment today is the presence of transformational leaders. Due to the increasing attention given to leadership in creating change and organizational performance around the world, this study tries to examine the relationship between transformational leadership and organizational performance by mediating the strategic orientations of entrepreneurship and market orientation, from the perspective of senior executives of small & medium enterprises In the food industry of Kerman Province in the first six months of 2017. The data gathering tool was questionnaire & data analysis was done by using LISREL and PLS softwares. The results show that transformational leadership has significant effect on both market and entrepreneurial tendencies; but evidence suggests a lack of support for the mediating role of market orientation in the relationship between transformational leadership & marketing capabilities; and confirming the indirect impact of transformational leadership on developing marketing capabilities & performance improvement merely through the entrepreneurship orientation in our studied businesses.
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