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TopAccording Narver and Slater (1990), the market-orientation is the heart of management and modern marketing strategy and business that increase market-orientation, will improve its market performance. Market-orientation consists of three components: customer-orientation, competitor-orientation and coordination between duties that this study has considered these three parts and the effect of each on organization performance.
Customer-orientation means that an organization is successful that appropriately and in the best way satisfies perceptions, wants and needs of the target market through design, communications, timely delivering, effective cost and competitive proposals. Competitor-orientation means that a company identifies its actual and potential competitors' services, short-term strengths and weaknesses, key abilities and long-term strategies. According Narver (1990) and Porter (1980) coordination between duties means the coordinate use of company's resources to create superior value to target customers and is based on obtained information from customers and competitors.
These days, companies that present services such as insurance companies pay attention to marketing and its principles and regarding a very close competition with other competitors seek to improve their performance and profitability of the market.
Thus, in this study has been examined the role of market-orientation with three indices of Customer-orientation, competitor-orientation and coordination between duties on the performance of insurance companies focusing on Asia insurance.