نوع مقاله : مقاله پژوهشی
1 دانشجوی دکتری، گروه مدیریت بازرگانی، واحدسمنان، دانشگاه آزاد اسلامی، سمنان، ایران
2 دانشیار گروه مدیریت، مرکز تحقیقات کارآفرینی، ایده پردازی و تجاری سازی، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران (نویسنده مسئول)
3 دانشیار گروه مدیریت، واحد سمنان، دانشگاه آزاد اسلامی، سمنان، ایران
عنوان مقاله [English]
Introduction: In recent years, we have seen a lot of attention of researchers to the fields of market orientation, entrepreneurship and innovation. Also, in many years, comprehensive thoughts have been developed that the continuity in being innovative and market-oriented, and it is believed that these factors have a successful effect on increasing the performance of companies. Therefore, the current research has been carried out with the aim of providing a market-oriented model with an emphasis on innovation and entrepreneur-oriented, the mediating role of knowledge management during the outbreak of Covid-19.
Methods: The research method is a combination of quantitative and qualitative and is exploratory in terms of purpose. The dimensions and indicators of the study have been identified by marketing experts and experts and the research questionnaire has been designed. The marketing and sales managers of manufacturing companies located in the industrial town of Mashhad were selected as a sample based on the Cochrane formula.
Results: Based on the findings of Dimtel, innovation phase is the most effective, entrepreneur-centered is effective, and knowledge management is effective.
Conclusion: This study shows the combinations that lead to sales improvement in SMEs. It also contributes to innovation research by showing the combination of factors in which innovation and entrepreneur-centricity and knowledge management can positively or negatively affect a firm's market-centric capabilities. Another important contribution of this study is related to SMEs. The combinations of factors that can lead to the success of small and medium-sized companies in Corona conditions have been identified in this study.