Abstract

MULYANA, Mulyana; SUTAPA, Sutapa  and  WASITOWATI, Wasitowati. Product innovation agility on business performance: The role of market and learning orientation. Contad. Adm [online]. 2020, vol.65, n.4, 00007.  Epub Sep 13, 2021. ISSN 0186-1042.  https://doi.org/10.22201/fca.24488410e.2020.2367.

This paper aims to investigate the effect of market orientation (MO), product innovation agility (PIA) and Learning orientation (LO) on business performance (BP). Data were collected from 205 creative industries in Indonesia and were analyzed by using Structural Equation Modeling (SEM). The result shows that market orientation, product innovation agility and learning orientation affect business performance. Furthermore, product innovation agility mediates the correlation of market orientation and learning orientation on business performance. This paper contributes to solve the results of previous studies on the relationship between market orientation, learning orientation and business performance.

Keywords : M31; L25; Market orientation; Learning orientation; Product innovation agility; Business performance.

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