The Moderating Effect of Entrepreneurship Orientation on New Product Innovation Performance

Although entrepreneurship orientation (EO) facilitates firms to achieve competitive advantage, researches pay little attention to elaborate the link between EO and new product innovation performance. As such, we investigate how EO affects new product innovation performance through innovation capability (exploitation and exploration). This study further argues the effects of EO on innovation capability vary with different situations. A sample of 246 new product development teams is utilized to verify the hypotheses. By using a hierarchical regression analysis, the results show that the mediating effects of innovation capability link between EO and new product innovation performance. Moreover, the effects of EO on exploration competence vary with market orientation and technological knowledge. Specifically, the effect of EO on exploration competence is greater under high levels of customer orientation, inter-functional coordination and technological knowledge than low levels.