A model to improve the innovative performance ofhealth care centers by explaining the role of pureinnovation, knowledge competencies and marketorientation

Today, addressing the issue of performance of health care centers froman intra-organizational perspective, for better decision-making andfrom an extra-organizational perspective, is of direct impact on the health ofthe individual, family and society. Therefore, in this study, considering differentstudies and interviews and a model is presented to improve the performanceof medical service centers by explaining the role of pure innovation,knowledge competencies and market orientation. The community is beingstudied by the staff of Baqiatallah Hospital. For sampling, random samplingmethod was used with limited statistical population and 420 questionnaireswere distributed among hospital staff and managers based on research variables.Content validity was obtained using the opinions of 7 scientific andexperimental experts. Also, the validity of the structure has been used in twocriteria: convergent validity and divergent validity and Cornbrash’s alphamethod and combined reliability have been used for reliability. To test the researchhypotheses, structural equation modeling method using SmartPLS3.0software has been used. The results of the research show that in conditions ofenvironmental turmoil, organizational architecture and appropriate structureto improve the internal and external observation of ideas and also improve theknowledge management process, market orientation is done, on the competenceof employees’ knowledge, pure innovation and The performance of theorganization is effective.