Document Type : Research Paper
PhD Student in Business Management, Semnan Branch, Islamic Azad University, Semnan, Iran
Associate Prof. and Chairman, Entrepreneurship and Commercialization Research Center, Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
Associate Prof., Department of Management, Semnan Branch, Islamic Azad University, Semnan, Iran
The purpose of this study is to develop market-oriented capabilities with an emphasis on innovation and entrepreneurship; The role of knowledge management in manufacturing companies in Mashhad, this research is applied in terms of purpose and in terms of nature and method of implementation, descriptive-survey and correlational. The statistical population of the present study consists of marketing and sales managers of active manufacturing companies located in Mashhad industrial town. According to the available resources, the number of this statistical population is 418 people and the sample size is 200 people based on Cochran's formula. For this purpose, by studying the literature and background of related research and interviewing experts, 62 variables were observed and 18 variables are hidden. In the present study, to confirm the model and answer the hypotheses of structural equation modeling by partial least squares (PLS) method with Use of Smart PLS software has been used. Shows the execution of the necessary calculations in the Smart Pay software. While confirming the relationships between latent variables in the structural model, the whole model is fitted at a strong level of 0.955, and the results showed innovation in knowledge management with a coefficient (13.61), innovation in entrepreneurship with a coefficient (161.54), innovation in the market With coefficient (2.39), entrepreneurship based on knowledge management with coefficient (6.67), and knowledge management based on market with coefficient (5.04), has a positive and significant relationship.