Investigating the Impact of Market Sensing Capability on Innovation through the Mediation of Knowledge Creation and the Moderating Role of Strategic Orientation To Entrepreneurship

Subject Areas : Journal of Knowledge Studies

Mansour Torkiantabar ¹ (Department of Knowledge and Information Science, Islamic Azad university, Doroud, Iran)
Mahmmod Ahmadisharif ² (Assistant Professor,Department of Business Management , Shahr-e-Qods Branch, Islamic Azad university, Tehran, Iran)
Haneyeh Akhondzadeh ³ (Master's degree in Technology Management, Safadasht Branch, Islamic Azad University, Safadasht, Iran)

Received: 2023-05-07 Accepted : 2023-06-10 Published : 2023-06-20

Keywords: innovation, Knowledge Creation, Market Sensing Capability, Strategic Orientation To Entrepreneurship,

Abstract :

 Objective: This research has been done with the aim of determining the effect of market sensing ability on innovation with regard to the mediating role of knowledge creation and the moderator of strategic orientation to entrepreneurship in the Novin insurance company. It has been done by a descriptive-survey methodMethodology: Descriptive-survey method is correlational type. Al-Shanti and Amigwali (2021) questionnaire was used to collect the data needed for the research to measure the four components of market sensing ability, strategic orientation to entrepreneurship, knowledge creation and innovation. Questionnaire reliability in general, Cronbach's alpha coefficient was estimated to be 781/781 using the formula. The statistical population under study is all the experts and managers of the headquarters of Novin insurance Company, including 414 people, and using Cochran's sample size formula, 200 people were selected as a statistical sample. A simple random method was used to select the samples.Results: The results of applying structural equation modeling in the Lisrel software environment showed that the ability to sense the market directly and indirectly affects innovation through the mediating role of knowledge creation. Also, the results of the regression test showed that strategic orientation to entrepreneurship moderates the effect of market sensing ability on knowledge creation.Conclusion: Undoubtedly, knowledge creation as one of the dimensions and elements of knowledge management has a very valuable role in the activities of all kinds of organizations, and market sensitivity makes organizations seek to supply their customers with better and more accurate understanding of their needs. Be their wishes and expectations.