The impact of market orientation on the new services development with emphasis on the mediating role of exploitative and exploratory innovation strategies

Subject Areas : مدیریت

Rasol Rezayie ¹ , Hajar Arabedini ² , Davood Gharakhani ³

1 - PhD student, , Department of Industrial Management, Islamic Azad University, Qazvin Branch, Qazvin, Iran
2 - PhD students, Department of Public Administration, Qazvin Branch, Islamic Azad University, Qazvin, Iran
3 - Assistant Professor, Department of Industrial Management, Qazvin Branch, Islamic Azad University, Qazvin, Iran

Received: 2020-01-02 Accepted : 2020-01-02 Published : 2019-12-22

Keywords: Market Orientation, exploration innovation, exploitation innovation, New Services Development (NSD),

Abstract :

The purpose of this study was to investigate the impact of market orientation on the new services development (NSP) with emphasis on the mediating role of dual-innovation strategies (exploratory and exploitative). This research is a descriptive (non-experimental) correlation study and is one of the structural equation modeling in terms of implementation and data collection method. The statistical population of the study consisted of top, middle and operational managers of public & private bank of Qazvin province. According to convenience sampling method, 64 people were considered as statistical sample. For data collecting, a questionnaire with closed questions that containing 24 items was used. Validity of questionnaire was verified by confirmatory factor analysis (CFA) and its reliability was confirmed by Cronbach's alpha coefficient. For data analyzing, Structural equation modeling (SEM) and smart PLS software were used. The results of study show that customer and competitive orientation as two market-oriented strategies, through the mediating role of exploration innovation affect the success of the new services development. Also market orientation, through the exploration and exploitation innovation strategies contribute to success of NSPs. Accordingly, for success of NSPs, managers can emphasize two strategies of innovation while strengthening the market orientation strategy.