The Effect of Innovation Tendency on Organizational Creativity and Production of New Products with the Mediating Role of Market-Orientation, Design and Development of Innovation Resources (Case Study: Saipa Company)

Given the expansion of competition and the constant changes in the business environment in today's world, it is vital to take appropriate strategic measures to develop new products with good performance. Export is very important as an important strategy to expand the product supply market from limited domestic markets to large external markets. Various factors affect the export performance of new products. Innovation in the production of new products can be an indicator for evaluating the organizational structure and organizational strategy of the organization. The purpose of this study is to investigate the effect of innovation tendency on the quality of production of new products. The present research is descriptive-survey method. Also, the statistical population is the research of Saipa Company employees. Available sampling was used to select the sample group, so that finally 382 samples were collected and analyzed. The tool for measuring research variables is a questionnaire that has validity and validity. Confirmatory factor analysis was used for inferential analysis of the data and structural equation modeling was used to test the hypotheses. The results showed that the tendency to innovation has a significant impact on market-oriented, design and development of innovation resources. Market-oriented is effective on organizational creativity and quality of new products. Design affects organizational creativity and the performance of new products. Organizational creativity has a significant effect on the quality of new products. Also, the development of innovation resources has a significant effect on the quality of new products.