This study aims to reveal the status of the performance of Iranian medical equipment trading firms in terms of innovation and the market orientation, marketing and IT capabilities, and learning orientation as well as for managing these firms in order to consider the results of study in making the future decisions and policies. This study is applied in terms of purpose and descriptive survey in terms of data collection. Data gathering instrument is a standard questionnaire. The statistical population consisted of the personnel of Iranian medical equipment trading firms. Random sampling method was simple. SPSS and SmartPlS 3 were used for data analysis. The results showed that the variables of innovation, market orientation and marketing capability affect the performance and variables of IT capabilities affect innovation. The relationship between variables of IT capabilities on performance and learning orientation, marketing capability and learning orientation, and marketing capability with innovation intermediation was rejected. Moreover, a partial impact of the mediating effect of innovation on the relationship between market orientation and performance, IT capability and performance has been shown.
