Investigating the effect of entrepreneurial orientation on radical innovative performance in the Novin insurance company, considering the mediating role of bilateral knowledge absorption capacity.

Subject Areas : Entrepreneurship

Nooshin froozanpoor ¹ , Farzad Asayesh ² , Mansour Torkiantabar ³

1 - Master's student in Information Technology Management, Safadasht Branch, Islamic Azad University, Safadasht, Iran
2 - Department of Marketing Management, Shahr-Quds Branch, Islamic Azad University, Tehran, Iran
3 - Department of Business Management, Shahr-e-Qods Branch, Islamic Azad University, Doroud, Iran

Received: 2023-04-07 Accepted : 2023-05-28 Published : 2024-02-20

Keywords: Entrepreneurial tendency, radical innovative performance, potential absorptive capacity, realized absorptive capacity,

Abstract :

This research has been carried out with the aim of investigating the effect of entrepreneurial orientation on radical innovative performance with regard to the mediating role of two-way knowledge absorption capacity in a modern insurance company using a descriptive-survey method. The statistical population of the research includes all the experts and managers of the headquarters of Novin insurance company, numbering 414 people, and using Cochran's formula, 200 people were selected as a statistical sample. A simple random method was used to select the samples. To collect the required data, the standard questionnaire of Sarsah et al. Cronbach's alpha coefficient is estimated as 0.773, 0.776, 0.745 and 0.763 respectively. And for data analysis and hypothesis testing, structural equation modeling was used in SPSS 26 and LISREL statistical software. The results of applying structural equation modeling in the Lisrel software environment showed that entrepreneurial orientation directly and indirectly affects radical innovative performance through the mediating role of potential absorptive capacity and realized absorptive capacity.