The role of service innovativeness in the relationship between market orientation and innovative performance: moderator or mediator?
This paper makes an empirical investigation into the influence of service innovativeness on the relationship between market orientation and innovative performance, first as a moderator with specified interaction effects, and secondly as a mediator in the path from market orientation to innovative performance. A sample of 169 new service development (NSD) projects in Chinese knowledge-intensive business service firms provides the data for an empirical test of these issues. The results indicate that service innovativeness does not play a moderating role in the relationship between market orientation and innovative performance, but a mediating role in this relationship. For NSD, project, innovativeness is only a temporary trait. The impact of market orientation is to spur innovativeness, which, in turn, affects innovative performance.
Year of publication: |
2013
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Authors: | Liu, Shunzhong |
Published in: |
The Service Industries Journal. - Taylor & Francis Journals, ISSN 0264-2069. - Vol. 33.2013, 1, p. 51-71
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Publisher: |
Taylor & Francis Journals |
Saved in:
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