The business orientation, knowledge creation, and performance: the mediating role of product innovation capability in sport companies

Leveraging product innovation capability (PIC) provides companies with a competitive edge in the marketplace. In addition, attention to business orientation (BO) and knowledge creation (KC) plays a critical role in organisational development. This study explores a conceptual model in which BO and KC act as antecedents of PIC, and subsequently evaluates the impact of PIC on the performance of sport companies. A 20-item questionnaire was administered to a sample of 58 sport companies operating in Iran. The findings reveal that both business orientation and knowledge creation significantly contribute to product innovation. Furthermore, BO, KC, and PIC were found to have a notable influence on the overall performance of sport companies. Given the growing intensity of competition within the sports industry, prioritising business orientation, fostering knowledge creation, and enhancing innovation capabilities are crucial strategic concerns for sport company managers. As existing research on these interrelated factors remains limited, the present study offers valuable insights for scholars and practitioners aiming to improve performance outcomes in the sports sector.