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Paper Information

Journal:   NEW MARKETING RESEARCH JOURNAL   SPRING 2017 , Volume 7 , Number 1 (24) ; Page(s) 59 To 74.
 
Paper: 

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

 
 
Author(s):  SEYED AMIRI NADER, HENDIJANI FARD MORTEZA
 
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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.

 
Keyword(s): TECHNOLOGY COMMERCIALIZATION COMPETENCE, MARKET ORIENTATION, COMPETITIVE ADVANTAGE, COST ADVANTAGE, DIFFERENTIATION ADVANTAGE
 
 
References: 
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Citations: 
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APA: Copy

SEYED AMIRI, N., & HENDIJANI FARD, M. (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. https://www.sid.ir/en/journal/ViewPaper.aspx?id=570177



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. 2017 [cited 2021July31];7(1 (24) ):59-74. Available from: https://www.sid.ir/en/journal/ViewPaper.aspx?id=570177



IEEE: Copy

SEYED AMIRI, N., HENDIJANI FARD, M., 2017. THE EFFECT OF TECHNOLOGY COMME RCIALIZATION COMPETENCE ON COMPETITIVE ADVANTAGE: THE MODERATING ROLE OF MARKET ORIENTATION. NEW MARKETING RESEARCH JOURNAL, [online] 7(1 (24) ), pp.59-74. Available: https://www.sid.ir/en/journal/ViewPaper.aspx?id=570177.



 
 
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