The Mechanism Of Entrepreneur Orientation Affecting New Product Innovativeness

The impact of entrepreneur orientation on new product innovativeness was not properly investigated.This study will help shed light on how the dimensions of entrepreneur orientation;risk taking,proactiveness,innovation,autonomy and competitive aggressiveness can help build business capabilities of service innovation,new product innovation and new technology management capability.Where direct relationship between entrepreneur orientation and both service innovation and new product innovation was analysed,as well as the mediation effect that service innovation had on the relationship between entrepreneur orientation and new product innovation and the moderation effect of technology management capability on the relationship between entrepreneur orientation and service innovation.The method used was a questionnaire with Likert scale items measuring entrepreneur orientation dimensions of risk taking,proactiveness,innovation,competitive aggressiveness and autonomy.Service innovation dimensions of service content,revenue streams,technology delivery system,personnel delivery system and service quality.New product innovativeness dimensions of creativity,uniqueness and difference from competitors and technology management capability across a sample of 140 company executives in Russia.The results supported common notions such as entrepreneur orientation and new product innovativeness had a positive statistically significant relationship,while entrepreneur orientation also had a positive statistically significant relationship with service innovation.In addition,service innovation mediates the relationship between entrepreneur orientation and new product innovativeness.Lastly,technology management capability does positively moderate the relationship between entrepreneur orientation and service innovation.This study will help in adding knowledge to the resource based view theory on how resources can be combined or individually help influence business capabilities.The firms can also use this knowledge to know what entrepreneur orientated resources can influence what business capability so as gain competitive advantage.It can help the government in policy formulation for how to improve private and public companies gain competitive advantage in the competitive environment.