earticle

영어

Nowadays, technological innovation enables small and medium-sized enterprises(SMEs) to gain and sustain competitive advantage for long-term survival and growth. With this perspective in mind, the study investigates the relationship between competitive strategy and technological innovation for SMEs and the effect of market orientation on this relationship. Results show that product differentiation strategy has a positive relationship with product innovation, while low-cost strategy has no significant relationship with process innovation. Results also reveal that market orientation moderates the relationship between low-cost strategy and process innovation, but not the relationship between product differentiation and product innovation. These empirical outcomes help us to understand the relationship between competitive strategy, market orientation, and technological innovation. Based on these results, the study presents some important conclusions and implications for SMEs.