بررسی تأثیر عوامل مدیریتی، بازارگرایی و استراتژی رقابتی بر عملکرد کسب و کار رستوران‌های با حق امتیاز محدود

This paper surveys the relations between management factors, market orientation, competitive strategies and business performance in restaurants and fast foods with limited franchise in Tehran. The statistical population is 150 managers of fast foods and restaurants with limit franchise. Data gathering tool is standard questionnaire which factor analysis is used for its validity while Cronbach alpha is used for its reliability. This is functional descriptive survey. Also structural equation modeling is used for this paper. Findings show that management factors such as management emphasis and risk evasion have significant influence on market orientation and also market orientation has significant influence on distinction strategies and cost leadership and financial and non-financial performance. In other words, market orientation has median role between management risk evasion and cost leadership and distinction strategies. Meanwhile, cost leadership and distinction strategies have no significant influence on nonfinancial performance. Considering that fast foods and restaurants with limit franchise have different frameworks, this paper describes concepts of such these restaurants and fast foods for managers and researchers.