The Influence of the Marketing Orientation of Textile Companies in Increasing Their Competitiveness

In today's globalized and fiercely competitive business environment, textile companies constantly seek strategies to enhance their competitiveness. Adopting a marketing orientation is a critical factor that has emerged as a key driver of success in the textile industry. The study's main aim is to examine the influence of the marketing orientation on the competitive advantage of textile firms in terms of market innovation and global strategy. It helps to explain how market turbulence moderates the market orientation, strategy, and competitive advantage relationships. In this study, data was collected from 320 employees from industrial firms listed on the Pakistan Stock Exchange (PSE). This study found that market orientation correlates positively with competitive advantage. Findings of all moderation and mediated variables show significant correlation. The study found that market turbulence moderates the association between marketing orientation, strategy, and competitive advantage. Additionally, this study underscores the significance of marketing orientation as a potent tool for textile companies seeking sustainable growth and success in a highly competitive industry.