A New Solution for Solving Intuitionistic Fuzzy Data Envelopment Analysis Problems

Nowadays, organizations try to improve their performance to obtain and retain loyal customers. Market orientation is among several tools and factors that can help a company achieve this goal. Therefore, this study aims to investigate the financial performance of pharmaceutical and medical chemical companies concerning market orientation and market capabilities. In this descriptive-applied research, the statistical population includes pharmaceutical and medical chemical companies on the Tehran Stock Exchange (TSE) from 2015 to 2020. Audited forms and attached notes of companies, available in Rahavard software and the Codal site, have been used to collect financial information. The research used the appropriate statistical tests and Eviews software to answer the main question. According to the findings, increasing intellectual capital (IC) increases the rate of return on assets (ROA). In addition, increasing regression increases the rate of ROA and the market value of pharmaceutical and medical chemical companies. It is concluded that chemical, pharmaceutical, and medical companies should prioritize strategies to increase market orientation, satisfy customers by improving efficiency and reducing prices, increase their profitability, and affect their financial performance.