The Approach of Market Orientation in Export of Oil and Gas Technical and Engineering Services in Iran

The export market orientation means become coordinated and aligning of the organization and exporting company in operating areas with market strategic changes. Regarding the nature of various types of services, paying attention to the export of technical and engineering services in comparison with other services export and market orientation of this export has a special place. The purpose of this study is to analysis the approach of market orientation in export of oil and gas technical and engineering services in Iran.The research was carried out using thematic analysis and structural equation modeling. Data collection implemented with interview and questionnaire. The statistical community in the qualitative part includes 12 of the managers of organization and 70 people in the quantitative part. The results showed that in the qualitative phase six main categories: export market-oriented Culture, performance factors, informational factors, governmental factors, economic factors, environmental factors of export market orientation and 31 concepts of extraction were identified. The test reliability estimate was 0.81 and the coefficients of the standard factor's values, the culture of market orientation export has the highest score (0.915) compared to other categories. It is suggested that relevant drilling companies pay more attention to market orientation culture to increase export market orientation