Analyzing the Effect of Knowledge Management and Market Orientation on Market Performance with the Mediating Role of Open Innovation (Case Study: Tejarat Bank)

Document Type : Case study

Authors

1 Associate Professor, Department of Business Management, Faculty of social Sciences, University of Mohaghegh Aradabili, Ardabil, Iran

2 Ph.D Candidate of Business Management, Marketing Management, Faculty of social Sciences, University of Mohaghegh Aradabili, Iran

Abstract

One of the most important concepts for any organization in any sector and size is market performance, which plays an important role in the success of the organization. Performance measurement evaluates the implementation of strategies and in the absence of it decision makers cannot be sure that their goals will be achieved. Therefore, the present study was conducted to investigate the effect of knowledge management and market orientation on market performance with the mediating role of open innovation. The present research is an applied research in terms of purpose, the method of data collection is descriptive-correlational and cross-sectional in terms of time. The statistical population of the present study included employees, experts and managers of Tejarat Bank in District 5 in Tehran. Referring to Morgan table, the sample size was 242 people who were selected by simple random sampling. Mean, standard deviation, skewness and elongation were used to analyze the data in the descriptive part. In the inferential part, structural equation modeling was used and SPSS 23 and Lisrel 8.8 software were applied for analysis. The results showed that the variables of knowledge management (with path coefficient 0.37), market orientation (with path coefficient 0.41) and open innovation (with path coefficient 0.32) have a positive and significant direct effect on market performance; In addition, knowledge management and market orientation, in addition to having a direct impact, also have an indirect and significant effect on market performance through open innovation. Given the positive impact of knowledge management on market performance, if banks do not have the necessary competence to develop knowledge, they will not gain a knowledge-based competitive advantage. Also, due to the importance of market orientation in achieving greater market performance, market competitiveness should be increased. Understanding the market in order to understand the customers' point of view can play a role in increasing market performance. Banks need to use appropriate methods to retain their key customers to increase their satisfaction.

Keywords

References

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  • Receive Date: 02 March 2021
  • Revise Date: 17 April 2021
  • Accept Date: 29 April 2021

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