A contingency view to novelty: the role of product-service strategy, sensing capability and environmental turbulence

Rashidirad, Mona, Salimian, Hamid and Soltani, Ebrahim (2018) A contingency view to novelty: the role of product-service strategy, sensing capability and environmental turbulence. European Business Review, 30 (3). pp. 218-245. ISSN 0955-534X

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Abstract

Purpose
The aim of this study is to examine the impact of the fit between product-service strategy and sensing capability on novelty, and the potential moderating impact of contextual factors (i.e. technological and market turbulence) on novelty.

Design/methodology/approach
In line with the aim of the study, a quantitative approach is adopted and a multi-item scale survey is designed to collect primary data. Using a mixed mode survey, a total number of 491 questionnaires are collected from a sample of UK-based telecommunications firms. Multiple regression is used to test the hypotheses and predict the outcomes.

Findings
The results support the positive contribution of a contingency approach to the study of the impact of the fit between product-service strategy and sensing dynamic capability on novelty. The results also partially confirm the reinforcing impact of technological and market turbulence on novelty.

Originality/value
This study extends research on product-service strategy and sensing capability by adopting a contingency view, which intends to serve two purposes: to complement the existing reductionistic explanations and to explore how the relationship between product-service strategy and sensing capability could create novelty as well as the degree to which this relationship could be moderated in light of the external contextual factors.

Item Type: Article
Keywords: Environmental turbulence, Value creation, Novelty, Product-service strategy, Sensing dynamic capability
Schools and Departments: School of Business, Management and Economics > Strategy and Marketing
Depositing User: Mona Rashidirad
Date Deposited: 15 Jul 2019 08:57
Last Modified: 04 Nov 2019 12:07
URI: http://sro.sussex.ac.uk/id/eprint/84901

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