Investigating the impact of customer orientation on innovativeness: evidence from born-global firms in Turkey

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 b...

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Bibliographic Details
Published in:Economic research - Ekonomska istraživanja 2016-01, Vol.29 (1), p.721-734
Main Authors: Karatepe, Osman M., Mithat Uner, M., Kocak, Akin
Format: Article
Language:English
Subjects:
Born-globals
Capabilities
Cohabitation
customer orientation
Customer relationship management
Economic theory
Innovations
innovativeness
Interpersonal relations
Management theory
Modelling
NICs
Quality
relationship information process
relationship quality
Studies
technological capability
Turkey
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Summary: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.
ISSN:1331-677X
1848-9664
DOI:10.1080/1331677X.2016.1197548