The role of service innovativeness in the relationship between market orientation and innovative performance: moderator or mediator?

Shunzhong Liu

The Service Industries Journal, 2013, vol. 33, issue 1, 51-71

Abstract: This paper makes an empirical investigation into the influence of service innovativeness on the relationship between market orientation and innovative performance, first as a moderator with specified interaction effects, and secondly as a mediator in the path from market orientation to innovative performance. A sample of 169 new service development (NSD) projects in Chinese knowledge-intensive business service firms provides the data for an empirical test of these issues. The results indicate that service innovativeness does not play a moderating role in the relationship between market orientation and innovative performance, but a mediating role in this relationship. For NSD, project, innovativeness is only a temporary trait. The impact of market orientation is to spur innovativeness, which, in turn, affects innovative performance.

Date: 2013
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:taf:servic:v:33:y:2013:i:1:p:51-71

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DOI: 10.1080/02642069.2011.596931

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