TY  - JOUR
T1  - The Moderating Role of Strategic Orientations in the Relationship Between Capabilities and Product Innovativeness
AU - Khin, Sabai AU - C.F. Ho, Theresa 
JO  - International Business Management
VL  - 10
IS  - 6
SP  - 793
EP  - 805
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.793.805
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.793.805
KW  - Marketing capability
KW  -technological capability
KW  -market orientation
KW  -technology orientation
KW  -product innovativeness
KW  -performance
AB  - Despite the recent progress in understanding the relationship between organizational capabilities and product innovation from Resource-Based View (RBV), little is understood about other strategic factors that may strengthen such relationship. To fill this knowledge gap, this study draws upon resource-based theory to develop and empirically test a model that examines the direct effect of marketing and technological capabilities on product innovativeness, performance outcome of product innovativeness and moderating effect of market orientation and technology orientation on marketing capability-innovativeness and technological capability-innovativeness links. Based on Structural Equation Model (SEM) analysis from Partial Least Square (PLS) approach on a survey data of 110 technopreneurial software firms in Malaysia, the results show that marketing and technological capabilities are the antecedents of product innovativeness that in turn enhances organizational performance and also that market orientation strengthens technological capability innovativeness relationship. The findings contribute both theoretically and practically in the arena of product innovation.
ER  -