The role of market orientation in interpretation of the relationship between the availability of business process re-engineering requirements and product quality

This study aimed to identify the availability of business process re-engineering requirements in Palestinian industrial companies, and to identify the nature of relationship and direction between business process re-engineering requirements and product quality in these companies, in addition to determine whether the market orientation plays a mediating role in the relationship between business process re-engineering requirements and product quality. To achieve study objectives, the researcher designed a questionnaire as a study tool, was distributed on sample of (231) employee selected from the senior management in Palestinian industrial companies. The results shows: business process re-engineering requirements (Organizational, Technological, Human) are available in Palestinian industrial companies with a large degree. There is a positive impact with a statistical significance the availability of business process re-engineering requirements on market orientation and achieving product quality in Palestinian industrial companies. There is a positive impact with a statistical significance the market orientation adoption and achieving product quality in Palestinian industrial companies. Results revealed that market orientation mediating the relationship between business process re-engineering requirements and achieving product quality. The Main recommendations: Needing of senior management to make attention about modern management methods, as well as relying on scientific and field approach to solve and tackle problems. Senior management should be recognize the importance of market orientation, and works on linking it with information systems, and it's basic center should be concentrates on meeting customer needs. Key words: strategic orientation, modern management methods, operational performance, product quality, marketing