Investigating the Role of Entrepreneurial Orientation in the Success of New Products Development of Knowledge-based Companies with an Emphasis on Ambidextrous Marketing

The purpose of the present study was to investigate the impact of entrepreneurial orientation on new product performance with the role of ambidextrous marketing in knowledge based companies. The research method was applied in terms of nature and descriptive - correlational in terms of implementation. The statistical population of the research consisted of all knowledge-based companies of Isfahan province with 345 companies. 180 companies were selected using Cochran formula and simple random sampling. The research tools Questionnaire. Data analysis was done by factor analysis using SPSS and AMOS statistical software. The results showed that the direct impact Given the relationship between entrepreneurial orientation and new product performance, the more knowledge-based companies step in to improve key entrepreneurial indicators, the more potential they have to institutionalize their work and achievements. So these entrepreneurial activities will be an opportunity for marketing ambiguity and a solution for the balance between exploration and exploitation to improve new product performance.