24. Effects of Strategic Orientations and New Service Development Performance

—Colin Cheng, National Kaohsiung First University of Science and Technology

—Yongmei Xu, Jinan University

—Chwen Sheu, Kansas State University


This study investigates the relationships among five types of strategic orientations, strategic flexibility, and six dimensions of new service development performance in the B2B service context. Based on a survey of 164 leading Taiwanese-based B2B service firms, the statistical results reveal that market, interaction, and learning orientations are positively related to new service launch, new service success, financial performance, new service innovativeness, market performance, and new service development process efficiency. ...

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