Exploring the Co-Effect of Market-Orientation and Ambidextrous Innovation in Service Innovation of SMEs

Document Type : Research Paper

Authors

1 Associate Professor, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran

2 PhD in Entrepreneurship, University of Tehran, Tehran, Iran

3 MSC in Entrepreneurship, University of Tehran, Tehran, Iran

4 PhD in Management and Economics, University of Maastricht, The Netherlands

Abstract

Market-orientation capability (MOC) and ambidextrous innovation (AI) as dynamic capabilities have a significant role in the success of SME service innovation. Their co-effect, which has not been studied previously, represents the linking strategy and actions that relate MOC to AI to reconfigure resources based on market insights to balance the exploration-based and exploration-based innovation activities and leads SMEs to seize service innovation opportunities effectively. Thus, this study examined the relationships among these variables and firm performance, considering international environmental hostility (IEH) as a moderator, in a model using data from 154 tourism and travel firms in Iran as an emerging market. The results revealed a significant association between each of MOC and AI with firm performance, in which IEH significantly moderates these relationships. Besides, their co-effect negatively influences the firm performance, which indicates a weak relation between MOC and AI in these SMEs. This research suggests that tourism SME managers should deliberately adjust the linking strategy between their MOC and AI to accurately respond to service innovation opportunities and attempt to turn the threats of environmental hostility into opportunities for the sustainability of their firm performance.

Keywords

Main Subjects


Article Title [فارسی]

بررسی تأثیر مشترک جهت‌گیری بازار و دوسوتوانی نوآوری در نوآوری خدمات شرکت های کوچک و متوسط

Authors [فارسی]

  • مرتضی اکبری 1
  • نیلوفر نوبری 2
  • حسین مختاری 3
  • حمید پاداش 1
  • افسانه مرادی 4
1 دانشیار دانشکده کارآفرینی، دانشگاه تهران،تهران ، ایران
2 2دکترای دانشکده کارآفرینی ،دانشگاه تهران، تهران ، ایران
3 کارشناسی ارشد دانشکده کارآفرینی، دانشگاه تهران، تهران ، ایران
4 دکترای دانشکده مدیریت و اقتصاد، دانشگاه ماستریخت، هلند
Abstract [فارسی]

قابلیت جهت‌گیری بازار (MOC) و دوسوتوانی نوآوری (AI) به عنوان قابلیت‌های پویا نقش مهمی در موفقیت نوآوری خدمات SMEها دارند. اثر متقابل آنها، که قبلاً مورد مطالعه قرار نگرفته است، نشان‌دهنده استراتژی و اقدامات پیونددهنده‌ای است که MOC را به AI مرتبط می‌کند تا براساس بینش بازار به پیکربندی مجدد منابع برای تنظیم تعادل در انجام فعالیت‌های نوآوری‌های مبتنی بر اکتشاف و بهره‌برداری بپردازند و استفاده مؤثر از فرصت های نوآوری خدمات ممکن شود. بنابراین، این مطالعه روابط بین این متغیرها و عملکرد شرکت را با در نظر گرفتن خصومت محیط بین‌الملل (IEH) به‌عنوان تعدیل کننده، در مدلی با استفاده از داده های 154 شرکت گردشگری و مسافرتی در ایران به عنوان یک بازار نوظهور مورد بررسی قرار داد. نتایج نشان می دهد که ارتباط معناداری بین هر یک از MOC وAI با عملکرد شرکت وجود دارد که IEH به طور قابل توجهی این روابط را تعدیل می‌کند. اما، اثر مشترک آن‌ها بر عملکرد شرکت تأثیر منفی می‌گذارد که حاکی از ارتباط ضعیف میان MOC و AI در این SMEها است. این تحقیق پیشنهاد می‌کند که مدیران SMEها در صنعت گردشگری باید استراتژی ایجاد پیوند میان MOC و AI خود را برای پاسخگویی دقیق به فرصت‌های نوآوری خدمات تنظیم کرده و تلاش کنند تهدیدات ناشی از IEH را به فرصت‌هایی برای پایداری عملکرد شرکت خود تبدیل کنند.

Keywords [فارسی]

  • دوسوتوانی سازمانی
  • هوش بازار
  • رفتار کارآفرینانه
  • عملکرد شرکت
  • بازارهای نوظهور
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