[Purpose/significance]This study aims to examine the relationships among knowledge management practices, the customer value creation, the employee job satisfaction and the market performance of firms in mainland China. [Method/process] Data was collected by questionnaire survey and the hypotheses were tested by structural equation modeling approachin this research. [Result/conclusion] It reveals that knowledge-oriented human resource management plays a significantly positive role in the customer value creation, the employee job satisfaction and the market performance of firms.