Investigating the Effect of Internal Marketing on the Performance of Knowledge-Based Companies Located in Hamedan Science and Technology Park: The Mediating Role of Market Orientation

The first and second policy of the Policies of Resistance Economy point to the special importance of the performance of knowledge-based companies as a basis for utilizing the capacity of human capital and entrepreneurship development in the country.The purpose of this research was to investigate the effect of internal marketing on the performance of knowledge-based companies located in Hamadan Science and Technology Park with the role of market orientation. The research was an applied and a field research. The statistical population consisted of all knowledge-based companychr('39')s employees located in Hamadan Science and Technology Park. The sample size was 195 people. The research variables were measured using a standard questionnaire. The results of structural equation analysis with PLS software showed that internal marketing directly influenced firm performance by 14%, internal marketing by 81% influenced market orientation and market orientation influenced firm performance by 71%. In general, it can be concluded that internal marketing has a 57% indirect effect on firm performance with a mediating role of market orientation. Therefore, corporate executives should be aware that improving the performance of companies depends on attention to the employees and the companychr('39')s customers by improving internal marketing and market orientation. The contribution of the present research confirms the importance of linking human resource management, as internal marketing, with external marketing, as focusing on market orientation, in the success of knowledge-based companies.