Asian Journal of Management

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The Mediating Role of Service Innovation in the Relationship between Strategic Orientation and Operational Flexibility in Sudanese Service Firms


Affiliations
1 Department of Business Administration, College of Business Studies -Sudan University of Science and Technology, Khartoum, Sudan
2 Department of Business Administration, Faculty of Economic and Commercial Studies - University of Kordofan, Elobeid, Sudan
3 3Department of Management, College of Business Administration-Imam Aabul Rahman bin Faisal University, Dammam, Saudi Arabia
     

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The purpose of this study is to examine the mediating role of service innovation (incremental and radical) in the relationship between three component of strategic orientation constructs (market, service, and learning) and operational flexibility in the service sector in Sudan. The study employed the quantitative method via convenience sampling; the population was the 160 managers of the service firm response rate of 94 percent. The result of this study show that a positive relationship between learning orientation and operational flexibility, not positive relationship between (market and service orientation)with operational flexibility,positive and a significant relationship between strategic orientation and service innovation in addition service innovation acting a partially mediator between strategic orientation and operational flexibility relationship incremental innovation not mediator strategic orientation and operational flexibility while, radical innovation mediator the relationship strategic orientation and operational flexibility .This study focuses only on the service sector. Also, the data were only collected from single respondents in an organization.

Keywords

Strategic Orientation, Market Orientation, Service Orientation, Learning Orientation, Operational Flexibility, Service Innovation.
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  • The Mediating Role of Service Innovation in the Relationship between Strategic Orientation and Operational Flexibility in Sudanese Service Firms

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Authors

Siddig Balal Ibrahim
Department of Business Administration, College of Business Studies -Sudan University of Science and Technology, Khartoum, Sudan
Adam Yagoub Abker
Department of Business Administration, Faculty of Economic and Commercial Studies - University of Kordofan, Elobeid, Sudan
Tarig Khidir Eltayeb
3Department of Management, College of Business Administration-Imam Aabul Rahman bin Faisal University, Dammam, Saudi Arabia

Abstract


The purpose of this study is to examine the mediating role of service innovation (incremental and radical) in the relationship between three component of strategic orientation constructs (market, service, and learning) and operational flexibility in the service sector in Sudan. The study employed the quantitative method via convenience sampling; the population was the 160 managers of the service firm response rate of 94 percent. The result of this study show that a positive relationship between learning orientation and operational flexibility, not positive relationship between (market and service orientation)with operational flexibility,positive and a significant relationship between strategic orientation and service innovation in addition service innovation acting a partially mediator between strategic orientation and operational flexibility relationship incremental innovation not mediator strategic orientation and operational flexibility while, radical innovation mediator the relationship strategic orientation and operational flexibility .This study focuses only on the service sector. Also, the data were only collected from single respondents in an organization.

Keywords


Strategic Orientation, Market Orientation, Service Orientation, Learning Orientation, Operational Flexibility, Service Innovation.