Investigating the mediating role of the degree of exploratory and exploitative activities in the effect of entrepreneurial orientation and market orientation on the performance of new products

In the business environment, the life cycle of products and services is shrinking. Entrepreneurial orientation and market orientation are two critical strategic orientations for companies and enable companies to respond well to market opportunities. This study investigates the effect of entrepreneurial orientation and market orientation on product performance, taking into account the Mediator variables of exploration and exploitation activities. Also the two variables of the intensity of perceived competition and the marketing capabilities of these relationships are moderated. The statistical population of this research is the knowledge based companies based in Tehran. The data gathering tool was a questionnaire. This research is applied in terms of purpose and descriptive-correlational research in terms of data collection. The study results indicate that entrepreneurial orientation and market orientation have a positive and significant effect on product performance. Also, the degree of exploration activities mediates the relationship between entrepreneurial orientation and product performance, as well as market orientation and product performance. In addition, the intensity of perceived competition Moderator the relationship between market orientation and the degree of exploratory activity. The results of this study can be a step towards filling research gaps and also have important management implications for knowledge-based companies.