Background: Market orientation refers to a type of modern marketing that emphasizes the creation of continuous value for customers and buyers. This research was conducted with the aim of presenting a new model of market orientation with an emphasis on moral implications.
Method: The present study was applied and part of mixed research (qualitative-quantitative). The statistical population included Ramak managers and specialists in the qualitative section and all employees of Ramak Dairy Products Company in Fars province in the quantitative section. The sample size in the qualitative section was estimated to be 15 people using targeted sampling and in the quantitative section using random sampling of 291 people. Data collection tools were qualitative, interview and quantitative, researcher-made questionnaire. To analyze qualitative data, the content analysis method was used and in a small part, confirmatory factor analysis was used.
Results: The results identified 19 components and 90 indicators. Other results showed that external factors with a path coefficient of 0.46 had a greater effect on market orientation than internal factors with a coefficient of 0.39.
Conclusion: 11 components of internal factors affecting market orientation including senior management emphasis, manager risk-taking, conflict, inter-sectoral communication, structure, market-based reward system, marketers' specialized knowledge, citizenship behavior, marketing culture, marketing and innovation capability and 4 components of external factors Influences on market orientation included market turmoil, competition, technological dynamism, and market intelligence. Finally, 4 components including commitment, satisfaction, employee solidarity and customer loyalty were considered as ethical consequences of market orientation