The Role of IoT Capability and Competitive Intensity in Relationship between Entrepreneurial Orientation and Product Innovation

Bashokouh Ajirloo, Mohammad; Rahimi Kolour, Hossein; Nikkhah, Younes

doi:10.22069/jead.2024.22117.1794

The Role of IoT Capability and Competitive Intensity in Relationship between Entrepreneurial Orientation and Product Innovation

Authors

Department of Business Management, Faculty of Social Sciences, University of Mohaghegh Ardabili, Ardabil, Iran.

10.22069/jead.2024.22117.1794

Abstract

Intense competition and complexity of markets have led to the innovation variable being considered a key issue for the continuation of firms' activities. Therefore, firms have turned to entrepreneurship and the use of new technologies to control it. Based on this, the aim of this research is to investigate the moderating role of internet of things (IoT) capability and competition intensity in the relationship between entrepreneurial orientation and product innovation in knowledge-based firms. This research is considered as quantitative and applied studies. The statistical population includes knowledge-based manufacturing firms in the field of biotechnology, agriculture and food. In this research, Cochran's formula was used to estimate the sample and a questionnaire was used to collect data. It should be mentioned that 177 analyzable data were received from the studied firms. On the other hand, relationships between the research variables were investigated and analyzed with the method of structural equation modeling in the form of partial least squares. The result of the first hypothesis showed that entrepreneurial orientation has a positive and significant effect on product innovation. Also, based on the result of the second hypothesis, moderating role of IoT capability in the relationship between entrepreneurial orientation and product innovation was found to be significant. On the other hand, the third hypothesis showed that the relationship between entrepreneurial orientation and product innovation is strengthened in high competitive conditions. Finally, the contribution of this research has been to provide a new conceptual model, fill the existing gap and increase the subject literature.

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