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Iranian Journal of Management Studies (IJMS)
The purpose of this paper is to analyze the simultaneous effect of Corporate Culture and market orientation on the performance of small to medium-sized industrial manufacturing firms. To this end, a cross-sectional survey and variance based structural equation modeling was used for testing the hypotheses. The samples were selected based on a stratified sampling of commodity and specialty industries and consisted of 392 executives and marketing managers of Iranian industrial SMEs. The resultsfatcat:fhdnx722xnazbjvqgc2cbcijgy