Soft quality management practices and product innovation ambidexterity: the mediating role of market orientation ambidexterity

Abstract

PurposeThis study empirically analyzes the direct impacts of soft quality management practices (SQMP) and market orientation ambidexterity (MOA) on product innovation ambidexterity (PIA). It also examines the mediating role of MOA in the relationship between SQMP and PIA.Design/methodology/approachFollowing a quantitative research methodology, a well-structured questionnaire is used to collect data from 130 Moroccan certified ISO 9001 firms. The conceptual framework of the study was tested using partial least squares structural equation modeling.FindingsThe results show that SQMP have no significant association with PIA while they positively and significantly impact MOA. The study also revealed that MOA has a positive and significant impact on PIA and fully mediates the relationship between SQMP and PIA.Research limitations/implicationsDue to the conceptualization of MOA and PIA as combined ambidexterity, the results of the study might be different in the case of balanced ambidexterity.Practical implicationsTo achieve PIA, managers need to be aware that implementing SQMP, while important, is not enough. They must invest sufficient resources to properly implement these practices to support MOA. Consequently, MOA will lead their organization to PIA by establishing the significant impact of SQMP on PIA.Originality/valueRegardless of the abundant literature on the relationship between quality management (QM) practices and innovation, this study is among the first to examine the impact of SQMP on PIA. Using MOA as a mediator can give a meaningful answer to the indecisive empirical results of the impact of QM on innovation. Furthermore, this research contributes to the scarce literature on relevant studies conducted in developing countries.

The complementary effect of quality management and proactive market orientation on radical product innovation under environmental uncertainty

“…Testing of the hypothesis linking QM with RPI reveals that its effect is insignificant. This result shared similarities and complements several existing studies (Benner and Tushman, 2002;Prester and Bozac, 2012;Blank and Naveh, 2014;El Manzani, Sidmou and Cegarra, 2019;Escrig-Tena, Segarra-Ciprés and García-Juan, 2021;El Manzani, El Idrissi and Lissaneddine, 2022). This can be explained by the principle of continuous improvement, which is at the heart of the QM.…”

The importance of entrepreneurial leadership in fostering bank performance

“…According to Karimi et al (2023), the growth of firm performance is based on the predicted growth of leadership and organizational development in identifying business opportunities. Entrepreneurial leadership is considered a decision-making process that will play a crucial role in improving firm performance (El Manzani et al, 2022;Harris and Ogbonna, 2001;Karimi et al, 2023). This indicates that the qualities of entrepreneurial leaders play an essential role in improving bank performance.…”

The complementary effect of quality management and proactive market orientation on radical product innovation under environmental uncertainty

“…The literature presents a broad consensus on the positive impact of PMO on RPI (Li, Lin and Chu, 2008;Cai et al, 2014;Chen, 2015;Bucktowar, Kocak and Padachi, 2015;El Manzani, El Idrissi and Lissaneddine, 2022). This is because a strong PMO provides the firm with the capacity to obtain, process, and store market information that can alert it to opportunities relating to the new market and technological developments (Atuahene-Gima, Slater and Olson, 2005;Tsai, Chou and Kuo, 2008;Zhang and Duan, 2010b).…”

“…To the best of our knowledge, no study has attempted to explore how to make the QM more conducive to this type of innovation. Several authors have simply argued that QM needs to be integrated with other organizational capabilities to strengthen its relationship with product innovation (Prajogo and Sohal, 2006a;Pekovic and Galia, 2009;Manders et al, 2016;El Manzani, El Idrissi and Lissaneddine, 2022).…”