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Asian Journal of Management
Year : 2019, Volume : 10, Issue : 2
First page : ( 88) Last page : ( 94)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2019.00015.5

Does market, Service and Learning Orientations Create Technological Capabilities? Understanding the relationship between Strategic orientations and Technological Capabilities in Service Sector in Sudan

Abker Adam Yagoub*

Assistant Professor of Business Administration, Faculty of Economic and Commercial Studies, University of Kordofan, Elobeid, Sudan

*Corresponding Author E-mail: adamyagoub85@gmail.com

Online published on 3 January, 2020.


This paper takes a configurational perspective and investigates the joint effect of market orientation (MO), service orientation (SO), and learning orientation (LO) on technological capabilities of the service sector in Sudan. The study employed the quantitative method and deduction approach via convenience sampling; the population was the 160 managers of the service firm response rate of 94%. The result of this study showsa positive relationship between strategic orientations dimensions (market, and service orientations), withtechnological capabilities. In addition to that, the result demonstrates that no significant relationship between leering orientation andtechnological capabilities. This study focuses only on the service sector and test technological capabilities as one dimension, the data were only collected from single respondents in an organization. The study recommended that future research should test in other settings (e.g. manufacturing) could expand the scope of strategic orientation and also recommended that future research Future should endeavor to collect data from multiple members.



Strategic Orientation, Market Orientation, Service Orientation, Learning Orientation, Technological capabilities.


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