A Study on the Impact of Market and Strategic Orientations on Business Performance by Emphasizing the Role of Innovation as a Mediator

This research aims to study the effects of strategic orientations as a broad spectrum of views on business performance. At the micro-level, the impact of market orientation as one of the main strategic orientations on performance was investigated. The statistical population of the study can be considered as 4,000 people. According to Morgan's table, we have tested the hypothesis using a sample of 351 people working in Iranian firms active in the healthcare field of supplying and manufacturing medical equipment and devices. So, we sent 351 questionnaires for data collection, and 247 were completed and then used for data analysis. This study emphasized the significant function of the market and strategic orientations on the organization's performance. By considering innovation as the mediator in this relationship, it has been found that innovation is critical in intensifying and improving business performance. Finally, we propose that managers, especially senior to middle ones, be alert and routinely seek appropriate strategies to implement in their department or firm following changes in a business environment and continuous technological advances.