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Authors:
Adam Yagoub Abker, Mustafa Adam Mohammed, Anwar Tebein Mohamed, Manal Gafar Mohamed, Sudan
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Abstract:
This study aimed to examine the relationship between strategic orientations constructs (market, service, and learning) and service innovation dimensions (incremental and radical) in the service sector in Sudan. The study employed the quantitative method and deduction approach via convenience sampling; the population was the 160 managers of the service firm response rate of 94%. The result of this study show that a positive relationship between strategic orientations components (market, service, and learning), and incremental innovation, the result also indicate that a positive relationship between market orientation and radical innovation. In addition to that the result demonstrates that not significant relationship between strategic orientations constructs (service orientation and leering orientation) with the radical innovation. The study recommended that future research should test in other settings (e.g. manufacturing) could expand the scope of strategic orientation.
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