The impact of market orientation on the performance of Mammut Industrial Group through the moderator role of knowledge sharing

The present study investigates the effect of market orientation on company performance through the role of knowledge sharing in the mammoth group. The research method used is descriptive, survey and correlation. Also, the statistical population of the present study includes all employees, managers and relevant experts in Mammoth Industrial Group. The sample size was determined using Cochran's formula of 82 people and the sampling method of the present study is simple random. The research data was collected by library and field methods and the instrument used was a questionnaire. The validity of the research instrument was confirmed by a collective opinion of experts and the reliability of the research was 0.894. Data were analyzed using structural equation modeling using SMARTPLS software. The results indicate that the dimensions of market orientation (customer orientation, competitiveness and inter-unit coordination) have a significant effect on the company's performance. However, the impact of competitiveness on the company's performance has been greater than other factors. Also, the result of the adjustment hypothesis shows that the variable of organizational knowledge sharing with an impact factor of 0.209 significantly modulates (increases) the relationship between the variable of retrieval and firm performance. As a result, the hypothesis is confirmed.