The complementary effect of quality management and proactive market orientation on radical product innovation under environmental uncertainty Online publication date: Sun, 30-Jul-2023
by Younès El Manzani; Jean-Jack Cegarra
International Journal of Technology Management (IJTM), Vol. 93, No. 1/2, 2023
Abstract: Empirical research shows that there is a synergistic relationship between quality management and market orientation that promotes the creation and delivery of value, customer satisfaction and performance (El Manzani, 2021). By calling on the theory of dynamic capabilities, the main objective of this research is to enrich the literature by studying the effect of the complementarity between quality management and proactive market orientation on radical product innovation, considering the moderating role of environmental uncertainty in this relationship. The results of a quantitative study of 130 ISO 9001 certified companies that have rolled out radical product innovations reveal that the complementarity between quality management and proactive market orientation improves radical product innovation. This synergistic effect becomes more pronounced when the level of environmental uncertainty is high.
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