Strategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility

Strategic orientation represents an important antecedent condition for new product development (NPD) performance, which can help firms create competitive advantage and promote sustainable growth. This study aims to explore the role of strategic orientation (i.e., technology orientation, customer ori...

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Autores principales:	Xiaoyan Pan, Kum-Sik Oh, Mengmeng Wang
Formato:	article
Lenguaje:	EN
Publicado:	MDPI AG 2021
Materias:	strategic orientation digital capabilities corporate social responsibility new product development performance China Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
Acceso en línea:	https://doaj.org/article/eaf7e46127fd434ab20f47184f095359
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spelling	oai:doaj.org-article:eaf7e46127fd434ab20f47184f0953592021-11-25T19:03:42ZStrategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility10.3390/su1322127032071-1050https://doaj.org/article/eaf7e46127fd434ab20f47184f0953592021-11-01T00:00:00Zhttps://www.mdpi.com/2071-1050/13/22/12703https://doaj.org/toc/2071-1050Strategic orientation represents an important antecedent condition for new product development (NPD) performance, which can help firms create competitive advantage and promote sustainable growth. This study aims to explore the role of strategic orientation (i.e., technology orientation, customer orientation) in promoting firms’ digital capabilities and NPD performance in the context of digital transformation. Using a resource-based view and its extended dynamic capabilities as a theoretical foundation, we provide a comprehensive framework by developing a set of hypotheses. In addition, we examine the moderating effect of corporate social responsibility (CSR) on the relationship between strategic orientation and NPD performance. Using data from a sample of 174 Chinese manufacturing firms, we perform structural equation modelling to empirically test our arguments. Our findings show that technology orientation and customer orientation play a critical role in driving firms’ digital capabilities. Moreover, we find that the two dimensions of strategic orientation tend to exert different effects on NPD performance, with technology orientation playing a more significant role than customer orientation in contributing to NPD performance. Finally, our findings strongly suggest that a firm’s CSR engagement moderates the relationship between its customer orientation and NPD performance, such that the higher the firm’s engagement in CSR, the greater the contribution of customer orientation to the firm’s NPD performance. Our findings provide new insights into non-market mechanisms such as CSR through which firms can compensate for their strategically oriented practices in the NPD process.Xiaoyan PanKum-Sik OhMengmeng WangMDPI AGarticlestrategic orientationdigital capabilitiescorporate social responsibilitynew product development performanceChinaEnvironmental effects of industries and plantsTD194-195Renewable energy sourcesTJ807-830Environmental sciencesGE1-350ENSustainability, Vol 13, Iss 12703, p 12703 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	strategic orientation digital capabilities corporate social responsibility new product development performance China Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350
spellingShingle	strategic orientation digital capabilities corporate social responsibility new product development performance China Environmental effects of industries and plants TD194-195 Renewable energy sources TJ807-830 Environmental sciences GE1-350 Xiaoyan Pan Kum-Sik Oh Mengmeng Wang Strategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility
description	Strategic orientation represents an important antecedent condition for new product development (NPD) performance, which can help firms create competitive advantage and promote sustainable growth. This study aims to explore the role of strategic orientation (i.e., technology orientation, customer orientation) in promoting firms’ digital capabilities and NPD performance in the context of digital transformation. Using a resource-based view and its extended dynamic capabilities as a theoretical foundation, we provide a comprehensive framework by developing a set of hypotheses. In addition, we examine the moderating effect of corporate social responsibility (CSR) on the relationship between strategic orientation and NPD performance. Using data from a sample of 174 Chinese manufacturing firms, we perform structural equation modelling to empirically test our arguments. Our findings show that technology orientation and customer orientation play a critical role in driving firms’ digital capabilities. Moreover, we find that the two dimensions of strategic orientation tend to exert different effects on NPD performance, with technology orientation playing a more significant role than customer orientation in contributing to NPD performance. Finally, our findings strongly suggest that a firm’s CSR engagement moderates the relationship between its customer orientation and NPD performance, such that the higher the firm’s engagement in CSR, the greater the contribution of customer orientation to the firm’s NPD performance. Our findings provide new insights into non-market mechanisms such as CSR through which firms can compensate for their strategically oriented practices in the NPD process.
format	article
author	Xiaoyan Pan Kum-Sik Oh Mengmeng Wang
author_facet	Xiaoyan Pan Kum-Sik Oh Mengmeng Wang
author_sort	Xiaoyan Pan
title	Strategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility
title_short	Strategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility
title_full	Strategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility
title_fullStr	Strategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility
title_full_unstemmed	Strategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility
title_sort	strategic orientation, digital capabilities, and new product development in emerging market firms: the moderating role of corporate social responsibility
publisher	MDPI AG
publishDate	2021
url	https://doaj.org/article/eaf7e46127fd434ab20f47184f095359
work_keys_str_mv	AT xiaoyanpan strategicorientationdigitalcapabilitiesandnewproductdevelopmentinemergingmarketfirmsthemoderatingroleofcorporatesocialresponsibility AT kumsikoh strategicorientationdigitalcapabilitiesandnewproductdevelopmentinemergingmarketfirmsthemoderatingroleofcorporatesocialresponsibility AT mengmengwang strategicorientationdigitalcapabilitiesandnewproductdevelopmentinemergingmarketfirmsthemoderatingroleofcorporatesocialresponsibility
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Strategic Orientation, Digital Capabilities, and New Product Development in Emerging Market Firms: The Moderating Role of Corporate Social Responsibility

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