Examining the effects of market orientation and management innovation on firm performance: The mediating role of technological innovation

Abstract

The current study aims to identify and examine the effect of market orientation, management innovation and technological innovation on organizational performance. The current research was conducted using descriptive- correlational methodology. The population of the current research included pharmaceutical companies throughout the country. Using simplerandom sampling method and Cochran formula, the sample size has been determined. 255 Questionnaire was used for gathering data, the reliability and validity of which was confirmed. Structural Equation Modeling (SEM) technique using Partial Least Squares-based and smart-PLS statistical software was used to analyze the data. The findings show that market orientation and management innovation have a significant and positive effect on technological innovation. Results also revealed that market orientation, management innovation and product technological innovations as well as process technological innovations can lead to superior firm performance.

Keywords

• management innovation
• market orientation
• pharmaceutical companies
• Structural equation modeling
• technological innovation