Investigating the Mediating Role of Organizational Innovation and Learning Orientation in the Relationship between Market Orientation and Business Performance

The study aim was to investigate the mediating role of organizational innovation and learning orientation in the relationship between market orientation and business performance in Khuzestan Province. The statistical population of this research consisted of senior and middle managers of medical equipment companies in Khuzestan Province. Finally, 177 samples using the random stratified sampling methods were selected as a statistical sample. They were questioned through a standard questionnaire with 48 items. The analytical tools in this study were SPSS and LISREL software and by using these two tools, descriptive and inferential tests were performed on the data. It should be noted that in this research, structural equation modeling was used to test the hypotheses. Finally, the results of the research led to confirmation of some hypotheses and rejection of others. It should be noted that this research in terms of purpose is applied research and in terms of approach is descriptive-survey and is of causal study type