Emad Alani

Azman Hashim International Business School, Universiti Teknologi Malaysia

Malaysia

emadalani1984@yahoo.com

A model of the relationship between strategic orientation and product innovation under the mediating effect of customer knowledge management

Suzilawati Kamarudin

Azman Hashim International Business School, Universiti Teknologi Malaysia

Malaysia

College of Business, University of Business and Technology Jeddah

KSA

Laith Alrubaiee

Uruk University

Iraq

alrubaiee_laith@yahoo.com

 Razieh Tavakoli

University of Texas

USA

ra-zieh.tavakoli@mavs.uta.edu

Abstract. Product innovation has been considered one of the main drivers of value creation, the prerequisite for market success, and often for business survival, particularly in high-tech industries. At this, strategic orientation is seen as the principle directed to achieve superior innovation. Miles and Snow’s strategic orientation has been one of the most important and intensively studied typologies throughout the world, even though empirical evidence on its particular propositions is not clear enough. Direct and indirect impact of strategic orientation on product innovation can be influenced by certain environmental and organizational contexts as well as other capabilities, e.g., customer knowledge management (CKM). Studies carried out on strategic typologies and CKM have usually reported mixed results. The purpose of this conceptual paper is to provide a framework to enhance the understanding and to investigate the relationship between strategic orientation and product innovation and the mediating effect of CKM, at the same time contributing to the existing number of valuable researches that provide the much needed knowledge in understanding product innovation phenomenon. Hence, there is a need to conduct an empirical study to validate the proposed conceptual framework and to ascertain the relationship among different variables in this framework.

Received: October, 2018

1st Revision: March, 2019

Accepted: September, 2019

DOI: 10.14254/2071-8330.2019/12-3/19

JEL Classification: G21, L26, O16

Keywords: strategic orientation, miles and snow strategic orientations, customer knowledge management, product innovation