Impact of Market Orientation on the Well-Being: The Study of the Role of Environmental Innovations

From long ago Studying wellbeing and its essential factors on people has been a popular subject for researchers in psychology, Behavioural and social science, and recently for researchers of management and innovation, and a lot of theories, frameworks, and models have been provided in this subject. As a matter, there has not been much research about market orientation strategy and environmental innovation in the company. This research was conducted to investigate the effect of market orientation on well-being in knowledge-based companies. In this connection, the role of mediation of environmental innovations has also been emphasized. The target population of this study is consists of two groups: costumers, managers, and employees of knowledge-based companies settled in the University of Tehran knowledge and technology park which have environmental innovations activities. The sampling method for the first group convenience sampling technique and for the second group a simple random sampling method was applied. Data was collected using standard questionnaires and data analysis was based on structural equation modeling using Smart PLS 3.0 software. According to the results, costumer orientation and competitor orientation have a positive influence on wellbeing through a mediating role of environmental innovation and Cross-functional coordination does not affect environmental innovation and well being.