Role of Human Capital in Market Orientation – Innovation relationship

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dc.contributor.authorSiddique, Adnan
dc.date.accessioned2018-01-19T05:19:36Z
dc.date.available2018-01-19T05:19:36Z
dc.date.issued2017
dc.descriptionSupervised by: Dr. Sarwar M. Azharen_US
dc.description.abstractAcademics and practitioners have considered and regarded innovation as a way to gain sustainable competitive advantage over rival firms. Although market orientation and innovation have been studied and found to impact a firm’s ability to innovate separately but how do they interact with each other has not been studied before. Thus, drawing from the theory of organizational learning, this study proposes that human capital mediates the relationship between market orientation and innovation. Market-oriented firm is essentially a learning organization. Since a firm learns through its employees, therefore when a firm learns it entails the acquisition of new knowledge and skills by its employees which affects innovations taking place in the firm. To test the mediating role of human capital in market orientation – innovation relationship, data was collected from different business organizations of Pakistan. The results reveal that human capital and market orientation separately affect innovation while human capital partially mediates the relationship between market orientation and innovation. Practical and future research implications of the study have also been discussed.en_US
dc.identifier.urihttps://escholar.umt.edu.pk/handle/123456789/2535
dc.language.isoenen_US
dc.publisherUniversity of Management and Technologyen_US
dc.subjectMarket orientationen_US
dc.subjectMarket innovationen_US
dc.subjectMS Thesisen_US
dc.titleRole of Human Capital in Market Orientation – Innovation relationshipen_US
dc.typeThesisen_US
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