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Asian Journal of Management
Year : 2018, Volume : 9, Issue : 4
First page : ( 1221) Last page : ( 1229)
Print ISSN : 0976-495X. Online ISSN : 2321-5763.
Article DOI : 10.5958/2321-5763.2018.00196.8

The mediating role of service innovation in the relationship between strategic orientation and Operational flexibility in Sudanese service firms

Ibrahim Siddig Balal1,*, Abker Adam Yagoub2, Eltayeb Tarig Khidir3

1Department of Business Administration, College of Business Studies, Sudan University of Science and Technology, Khartoum, Sudan

2Department of Business Administration, Faculty of Economic and Commercial Studies, University of Kordofan, Elobeid, Sudan, adamyagoub85@gmail.com

3Department of Management, College of Business Administration, Imam Aabul Rahman bin Faisal University, Dammam, Kingdom of Saudi Arabia, tknourelhadi@iau.edu.sa

*Corresponding Author E-mail: siddigb1@hotmail.com

Online published on 30 January, 2019.


The purpose of this study isto examine the mediating role of service innovation (incremental and radical) in the relationship between three component of strategic orientation constructs (market, service, and learning) andoperationalflexibilityin the service sector in Sudan. The study employed the quantitative method via convenience sampling; the population was the 160 managers of the servicefirm response rate of 94 percent. The result of this study show thata 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 innovationin additionservice 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 studyfocuses only on the service sector. Also, the data were only collected from single respondents in an organization.



Strategic Orientation, Market Orientation, Service Orientation, Learning Orientation, OperationalFlexibility, Service Innovation.


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