Technology Orientation: A Reassessment and a Future Research Agenda

Abstract

Studies on technology orientation was started in the late 1990s in the strategic marketing management literature. Although strategic orientations were all recognized as firm level cultural-based terms, technology orientation was operationalized as a functional level concept in the quantitative studies. Moreover, considering the importance of technology in the new competitive era, technology orientation was understudied comparing with other strategic orientations. Just few quantitative articles include technology orientation as a variable, while none of them focuses on the concept solely. This paper summaries and compares quantitative technology orientation studies that have been published in business related refreed journals since 1997 in terms of adopted/constructed scales for measuring TO, research design headlines, which relations are tested, and which findings were reached. The gap in the literature is determined regarding to current conceptual and empirical works. Therefore, the aim of this study is to portrait the gap in the literature regarding to current conceptual and empirical works on and propose a multidimensional construct for technology orientation. Teknoloji Oryantasyonu: Yeniden Değerlendirme ve Gelecek Çalışmalar için Ajanda ÖzTeknoloji oryantasyonu ile ilgili çalışmalar stratejik pazarlama yönetimi yazınında 1990'ların sonlarına doğru ortaya çıkmıştır. Yazında stratejik oryantasyonlar firma seviyesinde kültür tabanlı kavramlar olarak ele alınsa da, teknoloji oryantasyonu ampirik çalışmalarda fonksiyonel seviyede işlevselleştirilmiştir. Ayrıca, günümüz rekabetçi ortamında teknolojinin önemi giderek artarken, teknoloj oryantasyonu diğer stratejik oryantasyonlarla karşılaştırıldığında daha az ele alınan bir kavram olarak gözükmektedir. Çok az sayıda niceliksel çalışmada bir değişken olarak ele alınmış olan teknoloji oryantasyonu, hiçbir çalışmada tek başına değerlendirilmemiştir. Bu çalışmada, 1997'den itibaren yapılmış olan teknoloji oryantasyonuna ilişkin işletme alan dergilerinde yayınlanmış çalışmalar, adapte ettikleri/oluşturdukları TO ölçekleri, araştırma dizaynı ana başlıkları, hangi ilişkilerin test edilmiş olduğu ve araştırma bulguları bağlamında ele alınmış ve karşılaştırılmıştır. Dolayısıyla, bu çalışmanın amacı yazında kavramsal ve ampirik çalışmalar arasındaki boşluğu ortaya çıkarmak ve teknoloji oryantasyonunun çok boyutluluğuna ilişkin bir yapı önermektir. Anahtar SözcüklerTeknoloji oryantasyonu • Stratejik oryantasyonlar • Çok boyutlu yapı önerisi

Validating the Effects of Organizational Internal Factors and Technology Orientation on Environmental Sustainability Performance of Malaysian Construction Firms

“…CIDB's proactive measures resulted in identifying and promoting proven systems -Industrialized Building System (IBS) and Building Information Modelling (BIM) [6,80]. Therefore, in this study, TO is conceptualized as technological capability, top management capability, commitment to learning (learning) and commitment to change (unlearning) following Halaç [81].…”

“…The main source of being competitive is attached to top managements' capability of blending other organizational capabilities and competences to adjust to the fast-changing environment quickly [86][87][88]. Additionally, technically trained managers and/or managers that work together with technical/technological operations significantly are more likely to incorporate technology into strategic decision-making [81]. Managers create differences in how they see the environment, evaluate the options, and the decisions they made.…”

“…The vigour of technological capability hinges on how efficient the elements of the capability have been bundled. Therefore, those elements, namely R&D commitments and expenditures, technical abilities of personnel, and how to improve these skills particularly by training to increase technological capability endowments are appeared to improve this capability [81,90]. Firms that intend to achieve competitiveness by technology-based product innovation must have a strong technological capability [81,89,91].…”

“…Therefore, those elements, namely R&D commitments and expenditures, technical abilities of personnel, and how to improve these skills particularly by training to increase technological capability endowments are appeared to improve this capability [81,90]. Firms that intend to achieve competitiveness by technology-based product innovation must have a strong technological capability [81,89,91]. A firm's technical skills, R&D resources, and technological support are also perceived to be the vital factors that create competitiveness through innovations [92].…”

“…Song et al, [93] stressed that technological capability allows an organization to enhance production processes while decreasing costs. Firms that use technology must tactically develop or recognize technology-based prospects for dealing with the environment in a way to realize their strategic vision [81,84].…”