The Influence Model Entrepreneurial Orientation and Market on the Company Performance with Role of Ambidexterity of Innovation, Absorptive Capacity and Human Capital

In the era of post-industrial societies, in order to improve performance and competitive advantage, organizations should not only focus on the quality of products but also on the strategies used such as market orientation and entrepreneurial orientation.The purpose of this research is to analyze the role of strategic orientation on the performance of Company with regard to the role of absorptive capacity, ambidexterity of innovation and human capital.

Current study is practical in terms of purpose and descriptive-correlation type. The statistical population of the research included all employees of Pegah Fars Company, 159 of whom were selected as a statistical sample according to Cochran's formula. In this research, a standard questionnaire was used to collect data, and hypotheses were tested using the structural equation modeling technique.

Based on data analysis, market orientation has a significant effect on absorptive capacity and market orientation has a significant effect on absorptive capacity and exploitative innovation with the moderation of human capital. market orientation and entrepreneurial orientation have a significant effect on the performance of the company with the mediation of exploitative innovation. Also, entrepreneurial orientation has a significant effect on company performance through the mediation of exploratory innovation.

The statistical research community cannot engage in new entrepreneurship and innovation and ultimately improve its performance by relying only on the information available in the market, therefore, in order to survive and perform more distinctly from competitors, in addition to using the opportunities available in the market, it should create ideas and discover innovation, and also expand its absorption capacity and pay attention to the role of human capital in strengthening these relationships