Hypotheses Testing and Results
This chapter discusses the design and the results of the empirical study that was conducted to test the hypothesized relationships. A cross-sectional study of business units was considered to be the ideal way of inquiry in the current context. Firstly, the quantitative survey complement and co-operate with the explorative research from the previous chapters and the qualitative methods employed in the next chapter to gain richer insights (see Chapter 1.3). Secondly, it is necessary to examine business units from distinct firms and industries to gain insights about different organizational characteristics (e.g., business unit age, business unit size, type of culture). Thirdly, the theories and research traditions from which the hypotheses are derived (e.g., market orientation and innovation management research) are usually based on cross-sectional methods to increase the validity and generalizability of the results. To overcome potential limitations of this research approach, key informant bias and common method bias are addressed with various control mechanisms.
KeywordsBusiness Performance Business Unit Common Method Variance Common Method Bias Technology Orientation
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