Research abstract

Introduction: The entanglement and increase of forces and determining factors in the market, the presence of many powerful competitors, as well as the continuous and continuous change of customers' tastes and the rise of their expectations, have faced sports clubs with deep risks and challenges. According to the culture of innovation, it can affect business performance. Therefore, the purpose of this research was to design a model of the impact of market orientation on business performance with regard to innovation culture.

Methodology: This research was applied in terms of purpose and in terms of the method of implementation in the field. The statistical population of this research was all supervisors and coaches and investors of different units of women's futsal clubs in the city of Mashhad, where 80 questionnaires were administered in futsal clubs Saipa, Tairani, Tayibi, Mehrad, Mohajer Novin, Persepolis, Khorasan Razavi Football Team, Omid Academy. Virani and several other clubs that participate in various tournaments were distributed and collected. The tools of data collection in this research are three questionnaires of Naror and Slater's market orientation, Holley et al.'s business performance (2003) and Dabney's innovation culture (2008). Results: Using Pearson's correlation coefficient and structural equation modeling, the results showed that market orientation and its components, as well as innovation culture and its components had a positive relationship with business performance.

The results: The results of the step-by-step regression showed that the culture of innovation can predict more than half of the changes in the business performance variable, and the amount of innovation culture was higher than market orientation in order to predict business performance.

Conclusion: It seems that paying attention to the market and the daily needs of customers and as a result innovation in services can lead to a favorable business performance in women's futsal clubs in Mashhad.