role of resources in effect of entrepreneurship on product innovation through strategic orientations and coordination adoption

The purpose of the study was to examine the effect of multiple strategic orientations and strategic flexibility collectively on company product innovation. The study population was home appliance manufacturers in Tehran. Data were collected using a questionnaire and a simple random sampling method. Cronbach's alpha, composite reliability and factor loading were used to determine the questionnaire reliability. Additionally, logical and construct validity were used to determine the validity. Coefficient of determination, predictive relationship index, and the model fit index were used to evaluate the appropriateness of the structure of the conceptual model. The findings indicated that the data collection tool has the necessary reliability and validity, and the appropriateness of the conceptual model structure was confirmed. Partial least squares structural equation modeling was used in the study to test the hypotheses. The findings indicated that learning orientation and coordination flexibility have a minor mediating role in the relationship between entrepreneurial approach and product innovation. Moreover, learning orientation and coordination flexibility serially have a mediating role in the relationship between entrepreneurial approach and product innovation. Ultimately, resource flexibility positively moderates the effect of coordination flexibility on product innovation.