The Relationship Among Strategy Orientation,Absorptive Capacity And Service Innovation

With the service industry rising proportion in national economy,Service industry plays a huge role in creating value and increasing social employment.Service innovation becomes the new way for enterprise development and the momentum of economic development in China,Most enterprises enter into service innovation.Domestic and foreign scholars on service innovation launched a series of studies,Service innovation becomes the new trend and key point in the research of scholars at home and abroad.Strategy is the direction of enterprise development.Strategy has a basic guide to the enterprise,and it will inevitably affect the ability and the innovation of the enterprise.Scholars who research the relationship between the strategic direction and ability,the relationship between strategic orientation and innovation carried out extensive research.In today's environment is full of volatility,only can enterprises continue to succeed,enterprises enhance the dynamic capabilities.While absorbing ability is the ability of he enterprise dynamically digest,transform and apply the external knowledge and skills,absorbing ability is influenced by the enterprise strategic orientation,and play an important role on service innovation activities of enterprises.Environmental uncertainty is greatly strengthened,and its influence on the economic activity of enterprise can not be ignored.Throughout the domestic and foreign research,researches about strategic conductor,absorptive capacity and the influence on service innovation are less.From the resource-based view,dynamic capability theory and innovation theory,this article tries to study the relationship among strategy orientation,absorptive capacity and service innovation,and will explore the regulating effect of environmental uncertainty.This research collect data through the nationwide distribution of cross-industry questionnaire,and this study wins the 298 sample data.This study processes data through SPSS 19.0 software,it adopts the method of multiple regression analysis to analyze data,and comes to the conclusion of this study.This study empirically finds that:(1)Three dimensions of the strategic orientation,i.e,customer orientation,competitor oriented and cost orientation have positive impact on the absorption ability.(2)Absorptive capacity has positive influence on financial performance and non-financial performance of service innovation.(3)Environmental uncertainty moderate the relationship between absorptive capacity and service innovation performance.The U-shape moderating effect of demand uncertainty on absorptive capacity and the financial performance of service innovation is not significant,and U-shaped moderating effect of demand uncertainty on absorptive capacity and the non-financial performance of service innovation is significant.The inverted U-shaped moderating effect of Competition uncertainty on absorptive capacity and the financial performance of service innovation is not significant,and the inverted U-shaped moderating effect of Competition uncertainty on absorptive capacity and the non-financial performance of service innovation is significant.Finally,the article points out the theoretical and practical significance of this study.