Enhancing Innovation Capabilities: The Role of Market Orientation and Collaboration in Guangdong's IoT Sector

Abstract

This study investigates the impact of market orientation and collaboration with supply chain members on product innovation performance in Guangdong IoT companies. Empirical analysis reveals that both dominant and reactive market orientations positively influence collaboration with supply chain members and product innovation performance. The study identifies three dimensions of innovation competency—strategic collaboration, research and development collaboration, and marketing collaboration—and highlights their mediating role in the relationship between market orientation and product innovation performance. Moreover, environmental turbulence moderates the impact of market orientation on product innovation performance, emphasizing the importance of aligning market strategies with external conditions. These findings contribute to theoretical understanding and offer practical insights for Guangdong IoT companies to enhance their innovation capabilities and drive product innovation in dynamic market environments.