The effect of export market orientation and strategic orientation on export performance through the dynamic capability of knowledge management

The problems caused by the economy of a single product and relying on oil revenues have created an economy driven by external factors, in particular, unsustainable oil revenues. With this characteristic of Iranian economy, the importance and role of non-oil exports in the country can be realized. The purpose of this study was to investigate the effect of export market orientation and strategic orientation on export performance with mediating effect of knowledge management dynamic capabilities in the food industry. This study was conducted using a descriptive-correlation study design. The statistical population of this research is 135 companies of Tabriz metropolitan food export companies and marketing managers of these companies are selected as sample. (Villar et al, 2014) questionnaire was used to collect knowledge management data, (Theodosiou et al, 2012) for strategic orientation, (Hong and Ghobakhloo, 2013) for market orientation of export and (Murray et al, 2011) questionnaire was used to collect export performance data. The reliability of all variables is acceptable and the total reliability of the questionnaire is 0.93. The least squares and PLS-Graph software were used to analyze the data. The results of the research showed that the strategic orientation and market orientation of exports affect export performance directly and indirectly through the dynamic ability of knowledge management. Using the research results, suggestions have been made to improve the export performance of food industry companies.