The Effect of Entrepreneurship orientation, Market orientation and Knowledge Management orientation on Sustainable Competitive Advantage, Investigating the mediating role of new product development

Competitive advantage is a set of unique capabilities of an economic unit that allows it to penetrate arbitrary markets and outperform competitors. Therefore, the purpose of this study was to investigate the effect of entrepreneurship orientation, market orientation, knowledge management orientation on sustainable competitive advantage and analyze the mediating role of new product development in a dairy company in Khorasan Razavi province. The present study is applied in terms of purpose and descriptive-correlation in terms of nature and method. The statistical population of this study is all employees of this dairy company in Khorasan Razavi province, whose number was 600 people and the appropriate statistical sample was selected using Morgan table 234 people and non-random sampling method was available. The research data collection tool is Julio Standard Questionnaire (2018) and Mo et al. (2017). Cronbach's test was used for the reliability of the instrument, which was higher than 0.7 for all variables and the validity of the questionnaire was confirmed by content and structure validity. Structural equation method using LISREL software was used to analyze the data. The results showed that the Entrepreneurship orientation, market orientation, knowledge management orientation have an effect on sustainable competitive advantage. The impact of new product development on sustainable competitive advantage was also confirmed. Finally, the mediating effect of new product development between entrepreneurship orientation, market orientation, knowledge management orientation and sustainable competitive advantage was confirmed.