Market and technology orientations for service delivery innovation: the link of innovative competence

Abstract

Purpose – The purpose of this paper is to deploy an alternative way, drawing upon research in service innovation, to predict service delivery innovation from the extents of market and technology orientations and innovative competence. Design/methodology/approach – Five hypotheses were proposed. A two-part questionnaire was developed. One part of the questionnaire was completed by the sales manager and the other part by the marketing manager of select companies. The questionnaires were distributed to 533 information technology companies in Taiwan. Of the 533 questionnaires returned, 160 questionnaires were deemed usable. This study uses the partial least square analysis to test the hypotheses. Findings – Proactive market orientation and technology orientation affect exploratory and exploitative innovative competences; but, only exploitative innovation competence affects service delivery innovation. Practical implications – The findings indicate that managers need to understand the market trends and the technology availability and be able to customize corresponding service/product features which can further lead to stimulate exploitative innovative competence and facilitate service delivery innovation. Originality/value – The paper is among the first attempts to examine how market and technology orientations affect innovative competence and service delivery innovation. In addition, this study provides the explanatory variance missing in the literature that has not examined the black box relationship between market and technology orientations and service delivery innovation.

The Effect of Strategic Orientation on Organizational Performance: The Mediating Role of Innovation

“…Technology is an important method for connecting customers and organizations. Organizations use technology to improve their ability to collect customer information [54] [55] [56] [57]. Furthermore, an organization that is guided by technology has the opportunity to accumulate vast technological knowledge stores by past experience and processes which might be used to its advantage [58].…”

Technology Orientation: A Reassessment and a Future Research Agenda

“…After running through thousands of results, 191 articles were detailedly reviewed and papers including TO as a variable on empirical studies were chosen for closer inspection. There were only 44 scholarly peer-reviewed quantitative research articles consisting TO at least as one of the variables where all these researches are also detailed in Tables 1, 2, and 3 (Gatignon and Xuereb 1997;Li 2005;Salavou 2005;Jeong et al 2006;Gao et al 2007;Akman et al 2008;Hakala and Kohtamaki 2010;Zehir et al, 2010;Zhou and Li 2010;Urban 2010;Urban and Barreria 2010;Hortinha et al 2011;Spanjol et al 2011;Hakala and Kohtamaki 2011;Mu and Benedetto 2011;Sainio et al 2012;Rajala and Westerlund 2012;Yang et al 2012;Surer and Mutlu 2012;Al-Ansari et al, 2013;Hyung and Dedahanov 2014;Hsu et al 2014;Chen et al 2014a;Chen et al, 2014b;Jaferian and Rezvani 2014;Lee et al 2014;Tsou et al, 2014;Al-Ansari et al, 2015;Batra et al 2015;Costa et al, 2015;Lee et al 2015;Leng et al 2015;Liu and Chen, 2015;Nakola et al 2015;Salovarji et al, 2015;Surer and Mutlu 2015;Ho et al 2016;Ibrahim and Shariff, 2016;…”

“…(2015) highlights that CSR principles enhance the impact of technology orientation on exploratory innovation. Technology-oriented philosophy is shown as a way to enhance innovative competence which leads to superior products/services to customers (Tsou et al 2014). TO A direct or indirect association between firm/business/company performances were also argued by most of the studies.…”

Manage Your Company’s Innovation Interdependencies

“…Traditionally, most manufacturing¯rms focused their innovation processes and innovation expenditures on developing new products. In contrast, other types of innovation, such as new services, were relatively neglected [Thrane et al (2010); Tsou et al (2014)]. Over the past few years, however, these other types of innovation À À À beyond product development À À À have received growing attention.…”