The impact of market orientation on logic-oriented marketing performance in small and medium-sized firms: The mediation role of knowledge management

Abstract

This study examines the effect of market orientation on logic-oriented marketing performance concerning the mediating role of knowledge management. This research is descriptive-exploratory and a type of applied research. The statistical population in this research is managers, employees, and workers of the Manufacturing and industrial firms of agricultural machinery, The size of the statistical sample using Cochran's formula, 196 people were selected as a sample. A questionnaire was used to collect data. Experts' opinions were used to determine the validity of the questionnaire. The structural equation model method and SPSS and Smart PLS 4 software were used for data analysis. All the assumptions of this research were confirmed and the results of this research showed that the most positive impact is related to market orientation on knowledge management. Also, knowledge management has the lowest impact on logic-oriented marketing performance. According to the results, knowledge management has been able to play a positive and meaningful role in mediation. As far as we know, such this research has not been done so far This paper paves the way for further research on the impact of market orientation and knowledge management on logic-oriented marketing performance and can help senior managers in this field.