Original scientific paper
https://doi.org/10.1080/1331677X.2016.1197548
Investigating the impact of customer orientation on innovativeness: evidence from born-global firms in Turkey
Osman M. Karatepe
orcid.org/0000-0003-3120-8755
M. Mithat Uner
Akin Kocak
Abstract
Our study develops and tests a research model that investigates
the impact of born-globals’ customer orientation on innovativeness
through the mediating roles of technological capability, relationship
quality, and relationship information process. Data obtained from
197 small and medium-sized born-global firms in Turkey were used
to gauge these relationships through structural equation modelling.
The results suggest that born-globals’ customer orientation influences
innovativeness indirectly through the mediating role of technological
capability. Simply put, technological capability acts as a full mediator
between customer orientation and innovativeness. Contrary to our
predictions, relationship quality and relationship information process
do not significantly influence innovativeness. Therefore, the empirical
data do not support the mediating roles of relationship quality and
relationship information process. In short, our study contributes
to current knowledge by examining the factors that influence the
innovativeness of born-globals using data obtained from born-globals
in Turkey, which is a newly industrialised country.
Keywords
Born-globals; customer orientation; innovativeness; relationship information process; relationship quality; technological capability; Turkey
Hrčak ID:
171755
URI
Publication date:
22.12.2016.
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