Multiple strategic orientations and strategic flexibility in product innovation

This research investigates how multiple strategic orientations and strategic flexibility collectively influence firm product innovation. A chain multiple mediation model with moderation is constructed that links two types of strategic orientation (entrepreneurial orientation and learning orientation) and two dimensions of strategic flexibility (resource flexibility and coordination flexibility) to product innovation. The model is tested by analysing paired survey responses collected from 303 Chinese firms with SPSS PROCESS Macro. The results show that entrepreneurial orientation stimulates firm product innovation through three parallel routes. First, entrepreneurial orientation improves product innovation by enhancing learning orientation. Second, entrepreneurial orientation positively influences product innovation by boosting coordination flexibility. Third, entrepreneurial orientation strengthens product innovation through the chain mediating effects of learning orientation and coordination flexibility. Moreover, the chain multiple mediation model is positively moderated by resource flexibility. (C) 2020 The Author(s). Published by Elsevier Espana, S.L.U. on behalf of AEDEM.