THE EFFECT OF TECHNOLOGY COMME RCIALIZATION COMPETENCE ON COMPETITIVE ADVANTAGE: THE MODERATING ROLE OF MARKET ORIENTATION

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

SEYED AMIRI NADER; HENDIJANI FARD MORTEZA

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: New Marketing Research Journal Year:2017 | Volume:7 | Issue:1 (24) Page(s): 59-74

Download Full-Text

Persian Verion

View:

1,366

Download:

Cites:

Information Journal Paper

Title

THE EFFECT OF TECHNOLOGY COMME RCIALIZATION COMPETENCE ON COMPETITIVE ADVANTAGE: THE MODERATING ROLE OF MARKET ORIENTATION

Author(s)

SEYED AMIRI NADER | HENDIJANI FARD MORTEZA | Issue Writer Certificate

Keywords

TECHNOLOGY COMMERCIALIZATION COMPETENCEQ1

MARKET ORIENTATIONQ2

COMPETITIVE ADVANTAGEQ2

COST ADVANTAGEQ1

DIFFERENTIATION ADVANTAGEQ1

Abstract

In the prevailing competitive environment among software companies, these companies' success in achieving COMPETITIVE ADVANTAGE seems unlikely without investing on new ideas and technologies. The process of capturing new ideas, technology development, transforming ideas into products using technology, and offering them to the market, is called technology commercialization. Technology commercialization may not lead to competitive edge without considering customer as the heart of firm attention that indicates the concept of MARKET ORIENTATION. Therefore, this research investigates whether TECHNOLOGY COMMERCIALIZATION COMPETENCE has effect on COMPETITIVE ADVANTAGE with the moderating role of MARKET ORIENTATION in five software companies. For this purpose, a descriptive method was used and 130 questionnaires were distributed among the managers and employees of these five software companies using simple random sampling method. Furthermore, data were analyzed using structural equation modeling and partial least squares via Smart PLS3 software. The results showed that TECHNOLOGY COMMERCIALIZATION COMPETENCE has a positive and significant effect on differentiation and COST ADVANTAGEs with 0.526 and 0.679 path coefficient values, respectively. Also the results showed that MARKET ORIENTATION has a moderating role in the relationship between TECHNOLOGY COMMERCIALIZATION COMPETENCE and DIFFERENTIATION ADVANTAGE with 0.491 path coefficient value.

Cites

No record.

References

No record.

Cite

APA: Copy

SEYED AMIRI, NADER, & HENDIJANI FARD, MORTEZA. (2017). THE EFFECT OF TECHNOLOGY COMME RCIALIZATION COMPETENCE ON COMPETITIVE ADVANTAGE: THE MODERATING ROLE OF MARKET ORIENTATION. NEW MARKETING RESEARCH JOURNAL, 7(1 (24) ), 59-74. SID. https://sid.ir/paper/194554/en

Vancouver: Copy

SEYED AMIRI NADER, HENDIJANI FARD MORTEZA. THE EFFECT OF TECHNOLOGY COMME RCIALIZATION COMPETENCE ON COMPETITIVE ADVANTAGE: THE MODERATING ROLE OF MARKET ORIENTATION. NEW MARKETING RESEARCH JOURNAL[Internet]. 2017;7(1 (24) ):59-74. Available from: https://sid.ir/paper/194554/en

IEEE: Copy

NADER SEYED AMIRI, and MORTEZA HENDIJANI FARD, “THE EFFECT OF TECHNOLOGY COMME RCIALIZATION COMPETENCE ON COMPETITIVE ADVANTAGE: THE MODERATING ROLE OF MARKET ORIENTATION,” NEW MARKETING RESEARCH JOURNAL, vol. 7, no. 1 (24) , pp. 59–74, 2017, [Online]. Available: https://sid.ir/paper/194554/en

Related Journal Papers