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

Authors: Seyed Mohammad Javad Razavi; Haywantee Ramkissoon; Mohammad Ali Sahebkaran

Addresses: Department of Applied Humanities, Kashmar Higher Education Institute, Kashmar, Iran ' Adelaide University, South Australia, Australia; Peer Review College, British Academy of Management, UK; School of Tourism and Hospitality, College of Business and Economics, University of Johannesburg, South Africa; Centre for Innovation in Tourism, Taylor's University, Malaysia ' Department of Sport Sciences, University of Birjand, Birjand, Iran

Abstract: 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.

Keywords: business orientation; company performance; knowledge creation; product innovation capability; PIC.

DOI: 10.1504/IJKL.2025.149859

International Journal of Knowledge and Learning, 2025 Vol.18 No.6, pp.640 - 664

Received: 13 Apr 2024
Accepted: 08 Jul 2025
Published online: 14 Nov 2025 *

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