M.A. Thesis:

Investigating The Effect Of Organizational Learning And Market Orientation On Market Performance With Respect To Branding Mediator

The purpose of this study was to investigate the effect of organizational learning and market orientation on market performance with respect to the brand mediation variable in 1997-98 in small and medium enterprises of Sabzevar. Accordingly, the present research was based on purposeful, applied, descriptive-analytical nature and in terms of implementation in a survey method. The statistical population of the research was all employees and managers of the small and medium enterprises of Sabzevar, which according to the research, their number was 623 people. According to Cochran's formula, 238 people were selected as a sample and the questionnaire was distributed by stratified sampling between the staff and managers. After collecting questionnaires, 223 questionnaires were completely completed and provided to the researcher. The questionnaire was selected based on Nguyen's research questions (2016). The reliability coefficient of the questionnaire questionnaire was more than 0.7 in Cronbach's alpha, which indicates a good reliability, and the validity of the questionnaires was confirmed by the construct validity method (confirmatory factor analysis). SPSS software (SPSS18) and Lisrel (8.8) were used to analyze the data. Research findings indicated that organizational learning and market orientation have a significant effect on brand innovation, and brand innovation, organizational learning and market orientation have a significant effect on the market performance of small and medium enterprises in Sabzevar, and finally brand innovation has a mediating role in The relationship between organizational learning and orientation with the market performance of small and medium enterprises in Sabzevar is.

Keywords: organizational learning, market orientation, market performance, brand innovation.