A Study of the Mediating Role of Product Management on Relationship between Market orientation and firm Performance (Case Study: Home appliances manufacturing companies in Esfahan Province)

The present paper, titled ‘A Study of the Effect of market orientation on SME firm performance the mediating role of product management’ Seek to answer the question Which aspects of product management how affect the firm performance Thus the product management literature, as well as market orieantation and performance in home appliances factories in Isfahan Province are examined. This research, in terms of its purpose, is an applied one; and in terms of implementation method, is a survey with a correlation approach. The statistical population include 84 managers (senior, marketing, manufacturing and R&D) of the home appliances manufacturing companies in Esfahan Province. The data collection tool is a researcher-made questionnaire containing 30 items, of which the validity has been confirmed using the comments from advisors, professionals and experts; and the reliability, determined through Cronbach's alpha coefficient of 90%) The questionnaire includes personal data and main, specialized items for examining the research hypotheses. The collected data were analyzed using SPSS and AMOS software programs through statistical tests at descriptive (frequency, percentage, accumulated percentage, average and standard deviation) and inferential (regression modeling, variance analysis, non- parametric Kolmogorov and Smirnov test, and Freedman non-parametric test) levels. According to the results obtained, all hypotheses were supported. Therefore, it was concluded that the product management as a mediator has a significant effect on the relationship between market orientation and performance.