The effect of market orientation on firm performance with the mediation role of innovation ambidexterity

Achieve to high performance is a concern for corporate executives. Manufacturing companies with investments in research and development tries to use research-based innovations and their impact on the company's success in the market. The balance between market orientations and to have it (passive and active marketing) and its impact on corporate performance, questions are many managers in these firms. What is important in a lot of research on market orientation and firm performance is the role of innovation ambidexterity in this regard that the study tries to fill this gap. In this study, the effect of market orientation on firm performance by taking innovation ambidexterity mediator variables, has been investigated by using structural equation modeling. The instrument used to collect data is questionnaire that is completed by senior managers of 79 companies in Rasht. The findings showed that market orientation has a positive impact on innovation ambidexterity and Innovation ambidexterity have a positive impact on performance too. On the other hand, the direct role of marketing was not accepted in the company's performance but the role of innovation ambidexterity was confirmed as a mediator.