The Effect Strategic Orientation on Creative Performance: The Moderating Effect of Innovation Culture: Evidence from the Ethiopian Telecommunications Sector.
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Date
2024-10-15
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A.A.U
Abstract
This study aimed to examine the impact of strategic orientations—market, entrepreneurial, technological, and learning—on creative performance within organizations, while also assessing the moderating role of innovation culture. The research addresses a significant gap in understanding how these orientations contribute to organizational success, particularly in a rapidly evolving business environment. Employing a quantitative research design, the study utilized a cross-sectional approach, gathering primary data through questionnaires administered to 228 employees and managers directly involved in strategic decision-making. A purposive sampling technique was employed to ensure the selection of relevant participants, and data were analyzed using SPSS version 26, incorporating multiple regression analyses to evaluate the relationships between variables. The findings reveal a strong positive relationship between SO and creative performance, with dimensions such as learning, entrepreneurial, technological, and market orientation significantly influencing creative outcomes. The moderation analysis indicated that innovation culture does not significantly alter this relationship, suggesting that while it plays a role, the foundational impact of SO remains paramount. The study concludes that fostering a robust strategic orientation is vital for enhancing creative performance in firms. It is recommended that organizations prioritize the development of their strategic orientations, particularly focusing on the dimensions identified, to cultivate a culture of creativity and innovation. This research is significant as it not only deepens the understanding of the role of SO in driving creative performance but also emphasizes the need for a strategic framework that can support sustainable innovation without relying solely on external moderating factors like innovation culture. The findings contribute to the literature on strategic management and creativity, providing valuable insights for practitioners in the telecommunications industry and beyond.
Keywords: Strategic Orientation, Creative Performance, Telecommunications, Innovation Culture, Organizational Strategy.