Dynamicity in business environments have challenged high ranking managers regarding in time comprehension and correct response toward these changes, which have existed due to factors such as economic growth or failure, increased competition or its intensity, globalization, integrations and technological innovations. Inability in comprehending the changes on time and not being able to respond rapidly leads to companies` failure. The purpose of conducting this study was investigating the relationship between internal marketing and market orientation as well as organizational performance. This study was applied in terms of purpose and it was descriptive-correlational in terms of methodology. Statistical population of the study included all 40 employees of Arman insurance company in Mazandaran province using census method. The required data were collected using four standard questionnaires including Ahmad and Rafigh`s internal marketing questionnaire, Narver and Slator market orientation questionnaire, Kohli and Jawrowski`s market intelligence questionnaire and Hersi and Gold Smith`s organizational performance questionnaire. To investigate research hypotheses, regression analysis was utilized. The results indicated that there was a significant relationship between internal marketing and market orientation as well as organizational performance in Arman insurance company of Mazandaran.
