A Study of the Effect of Learning Strategies on new Products Development with Regard to Moderating Role of Strategic Orientations and Cognitive Capabilities

Subject Areas : Strategic Management Researches

Shahram  Khalil Nezhad ¹ (استادیار مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشگاه علامه طباطبایی.)
mohammad reza  daneshvar deylami ² (student/Allameh Tabataba'i University)

Received: 2018-03-09 Accepted : 2018-08-06 Published : 2018-08-23

Keywords: strategic orientation, Learning strategy, product development, cognitive capability,

Abstract :

The main objective of this study is to examine the effect of learning strategies on the development of new products in the Pharmaceutical Companies in Iran. Furthermore, the study examines the role of strategic orientation and cognitive capabilities in strengthening or weakening the relationship. The paradigm of the research is positivism, the approach is deductive and the strategy is surveying. Therefore, after reviewing the literature and designing concept model, a questionnaire consisting of 23 questions were distributed to 131 company. At least two of the senior or middle managers responded to each question, and the average of their opinions analyzed. Face and content validity of the questionnaire were verified according to experts, using standard questionnaires and relying on confirmatory factor analysis. As well as, reliability was approved by the Cronbach's alpha test, composite reliability and average variance. Then, the data were analyzed and tested using Smart PLS software through the correlation matrix, the structural equation model and the fitness analysis. The results show that exploratory and exploitative learning strategies effect on new products development. In addition, it was found that the cognitive capabilities can adjust this relationship. Strategic orientations, have a moderating role in relation between exploitative learning strategies and product development, but, their role in the relationship between exploratory and product development strategies are not significant.

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