Investigating the Impact of Multiple Strategic Orientations and Strategic Flexibility on Product Innovation (Case Study: Knowledge-Based Companies in Kerman City)
Keywords:
entrepreneurial orientation, learning orientation, coordination flexibility, resource flexibility, product innovation, knowledge-based companies, Kerman cityAbstract
The aim of the present study is to investigate the impact of multiple strategic orientations (entrepreneurial orientation and learning orientation) and strategic flexibility (coordination flexibility and resource flexibility) on product innovation in knowledge-based companies located in Kerman city. This research, in terms of methodology, is a descriptive-survey study (utilizing a standardized questionnaire), and in terms of purpose, it is applied research. The statistical population of this study includes all CEOs, financial managers, marketing managers, and production managers of knowledge-based companies situated in the Science and Technology Park of Kerman Province in the year 2022. The sampling method was purposive. The reliability of the aforementioned questionnaire was estimated at 0.904, and its content validity was confirmed by experts and academics. A total of 260 responses were collected through in-person surveys and were then analyzed using confirmatory factor analysis and structural equation modeling. For data analysis, SPSS version 24 and PLS version 3 software were employed. Our findings indicated that entrepreneurial orientation has a significant impact on learning orientation, coordination flexibility, and product innovation in knowledge-based companies. Moreover, learning orientation has a positive effect on coordination flexibility and product innovation. Additionally, the moderating role of resource flexibility in the relationship between coordination flexibility and product innovation was confirmed. Ultimately, coordination flexibility and learning orientation mediate the relationship between entrepreneurial orientation and product innovation. Based on the findings of this study, it is possible to identify the factors that influence product innovation under the current competitive conditions.
References
W. J. Wales, "Entrepreneurial orientation: A review and synthesis of promising research directions," International Small Business Journal, vol. 34, no. 1, pp. 3-15, 2015, doi: 10.1177/0266242615613840.
C. L. Wang, "Entrepreneurial orientation, learning orientation, and firm performance," Entrepreneurship Theory and Practice, vol. 32, no. 4, pp. 635-657, 2008, doi: 10.1111/j.1540-6520.2008.00246.x.
W. J. Wales, V. K. Gupta, and F. T. Mousa, "Empirical research on entrepreneurial orientation: An assessment and suggestions for future research," International Small Business Journal, vol. 31IS - 4, pp. 357-383, 2011, doi: 10.1177/0266242611418261.
M. L. Sheng and I. Chien, "Rethinking organizational learning orientation on radical and incremental innovation in high-tech firms," Journal of Business Research, vol. 69, no. 6, pp. 2302-2308, 2016, doi: 10.1016/j.jbusres.2015.12.046.
C. Han and S. Zhang, "Multiple strategic orientations and strategic flexibility in product innovation," European Research on Management and Business Economics, vol. 27, no. 1, pp. 100-136, 2022, doi: 10.1016/j.iedeen.2020.100136.
J. Ho, C. Plewa, and V. N. Lu, "Examining strategic orientation complementarity usingmultiple regressionanalysis andfuzzy set QCA," Journal of Business Research, vol. 69, no. 6, pp. 2199-2205, 2016, doi: 10.1016/j.jbusres.2015.12.030.
H. Hakala, "Strategic orientations in management literature: Three approaches to understanding the interaction between market, technology, entrepreneurial and learning orientations," International Journal of Management Reviews, vol. 13, no. 2, pp. 199-217, 2011, doi: 10.1111/j.1468-2370.2010.00292.x.
A. Grinstein, "The relationships between market orientation and alternative strategic orientations: A meta-analysis," European Journal of Marketing, vol. 42, no. 1/2, pp. 115-134, 2008, doi: 10.1108/03090560810840934.
K. Z. Zhou, C. K. Yim, and D. K. Tse, "The effects of strategic orientations on technology- and market-based breakthrough innovations," Journal of Marketing, vol. 69, no. 2, pp. 42-60, 2005, doi: 10.1509/jmkg.69.2.42.60756.
H. D. Fereira, G. Hirvon, and D. S. Sanchy, "Strategic and Growth Orientation to Improve Performance of B2B SMEs in Emerging Markets," Jebi, vol. 1, no. 3, pp. 301-320, 2024, doi: 10.69725/jebi.v1i3.178.
S. Ed-Dafali, M. S. Al-Azad, M. Mohiuddin, and M. N. H. Reza, "Strategic Orientations, Organizational Ambidexterity, and Sustainable Competitive Advantage: Mediating Role of Industry 4.0 Readiness in Emerging Markets," Journal of Cleaner Production, vol. 401, 2023, doi: 10.1016/j.jclepro.2023.136765.
A. D. A. Durans and E. W. Mainardes, "Effects of strategic value orientation on personal data privacy, value in use and organizational reputation," International Journal of Bank Marketing, vol. 43, no. 2, pp. 341-367, 2025, doi: 10.1108/IJBM-04-2024-0243.
d. A. Amilson, Durans, Emerson, Wagner, and Mainardes, "Effects of strategic value orientation on personal data privacy, value in use and organizational reputation," International Journal of Bank Marketing, 2024, doi: 10.1108/IJBM-04-2024-0243.
M. Karimi Zand and A. Tayebi, "Designing model Internal Marketing with Entrepreneurial Orientation approach to the development of start-up businesses (Mixed paradigm)," (in en), Political Sociology of Iran, vol. 5, no. 12, pp. 1061-1081, 2023, doi: 10.30510/psi.2022.343906.3500.
S. M. Khoshkalam Soleymandarabi, M. A. Nasimi, and R. A. Saberi Haghayegh, "Identify the internal marketing dimensions focusing on employee's customer-oriented behavior in the home appliance manufacturing industry using the fuzzy Delphi," International Journal of Nonlinear Analysis and Applications, pp. -, 2023, doi: 10.22075/ijnaa.2023.31450.4637.
A. Yazdani and S. Darbani, "The Impact of Cloud Technology on Strategic Management and Organizational Flexibility," (in en), Journal of Technology in Entrepreneurship and Strategic Management, vol. 1, no. 1, pp. 12-20, 2022. [Online]. Available: https://www.journaltesm.com/article_192386.html.
H. Sajadi, H. Asnaashari, and A. Shakeri, "Result-oriented Culture and Strategic Management Accounting Techniques," (in Fa), Journal of Accounting Advances, vol. 15, no. 1, pp. 175-208, 2023. [Online]. Available: https://www.magiran.com/paper/2651175.
A. Rastgar, M. Maleki Minbashrazgah, and H. Ghazvini, "The study of marketing activity in social media and customer intention affected by the mediator roles of perceived value and customer satisfaction," (in Fa), Journal of Busines Administration Researches, vol. 13, no. 26, pp. 533-560, 2022. [Online]. Available: https://www.magiran.com/paper/2425451.
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 2025 Ellahe Shahabi (Corresponding author); Saeed Dehyadegari, Haniye Shoukohian (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
