The model in this study involves three components which consist of organizational knowledge, market orientation and knowledge creation. The source of organizational knowledge can be measured through four dimensions which include organizational culture, employee tacit knowledge, organizational routines and information system. The players in the market are customers, competitors and suppliers. The constructs of market orientation will be measured by following dimensions; customer orientation, competitor orientation, supplier orientation. Knowledge creation becomes an output of this study. Knowledge creation is measured through products and service outcome, process outcome, market outcome and behavior outcome. The summary of independent and dependent variables are illustrated below.