“…Therefore, technology orientation is linked to enhance new product success and profitability (Gatignon & Xuereb, 1997;Song & Parry, 1997;Trainor, Rapp, Beitelspacher, & Schillewaert, 2010). Moreover, a number of researchers found a significant and positive relationship between technology orientation and innovation (Al-Ansari, Altalib, & Sardoh, 2013;Lee, Choi, & Kwak, 2015). On the other hand, Gatignon and Xuereb (1997) recommended firms to foster technology orientation in both high and low market growth situations for a competitive advantage in product development.…”