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

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  • Shunzhong Liu

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.

Suggested Citation

  • Shunzhong Liu, 2013. "The role of service innovativeness in the relationship between market orientation and innovative performance: moderator or mediator?," The Service Industries Journal, Taylor & Francis Journals, vol. 33(1), pages 51-71, January.
    • Handle: RePEc:taf:servic:v:33:y:2013:i:1:p:51-71
    DOI: 10.1080/02642069.2011.596931
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    Cited by:

    1. Hui-Ling Huang, 2014. "Performance effects of aligning service innovation and the strategic use of information technology," Service Business, Springer;Pan-Pacific Business Association, vol. 8(2), pages 171-195, June.
    2. Ong Choon Hee & Ooi Kar Hui & Adriana Mohd Rizal & Tan Owee Kowang & Goh Chin Fei, 2018. "Determinants of Innovative Performance in the Service Industry: A Review," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(6), pages 379-388, June.
    3. Ratnawati & Budi Eko Soetjipto & F. Danardana Murwani & Hari Wahyono, 2018. "The Role of SMEs’ Innovation and Learning Orientation in Mediating the Effect of CSR Programme on SMEs’ Performance and Competitive Advantage," Global Business Review, International Management Institute, vol. 19(3_suppl), pages 21-38, June.
    4. Vinit Parida & Ossi Pesämaa & Joakim Wincent & Mats Westerberg, 2017. "Network capability, innovativeness, and performance: a multidimensional extension for entrepreneurship," Entrepreneurship & Regional Development, Taylor & Francis Journals, vol. 29(1-2), pages 94-115, January.
    5. Eileen Bridges, 2014. "What is truth?," The Service Industries Journal, Taylor & Francis Journals, vol. 34(1), pages 1-4, January.

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