Learning Orientation, Open Innovation and New Product Market Performance: Moderating Effect of Market Orientation

Learning orientation has an important effect on the new product market performance. However, there is no research discussing the internal mechanism between the two variables from open innovation perspective. Based on the organizational learning theory, this research proposes a conceptual model with the influencing mechanism of learning orientation on new product market performance, and the mediating variables of inbound open innovation and outbound open innovation. Using data from 125 service enterprises, the empirical results show that:Firstly, learning orientation positively influences inbound open innovation and outbound open innovation; Secondly, inbound open innovation and outbound open innovation positively influence new product market performance; Thirdly, market orientation positively moderates the relationship between learning orientation and inbound open innovation, while this moderating effect is not significant between learning orientation and outbound open innovation. These findings provide an important theoretical and practical contribution to the successful implementation of inbound and outbound open innovation and provide a theoretic and practical guidance for new product market performance.