Market orientation and technological orientation in business services: The moderating role of organizational culture and human resources on performance

Contemporary conditions of the functioning of enterprises mean that they are increasingly looking for opportunities to improve organizational performance in strategic management. Scientists are looking for optimal solutions, an appropriate combination of assets and resources, so the debate in the field of strategic orientations is still valid and gaining in importance. Several studies have explored the construct of market orientation, but few include technological orientation with the moderating effects of company assets. In the era of the highly competitive technology market, the area of technological business service providers are particularly interesting, but still undiscovered. This paper examines the effects of market orientation and technological orientation on organizational performance with the inclusion of organizational culture and human resources as moderators. Using questionnaire responses from technological business service providers (n = 689), a regression analysis was conducted to confirm the hypotheses. The results established evidence of positive relationships between market orientation—organizational performance and technological orientation—organizational performance, although in technological firms, the market orientation had a stronger correlation with organizational performance than the technological orientation. Moreover, the organizational culture and human resources play a moderating role in the relationships of market orientation—organizational performance and technological orientation—organizational performance, while weak human resources management weakens relationships market orientation—organizational performance and technological orientation—organizational performance and strong organizational culture reduce the effect of market orientation on organizational performance, significantly reducing the effect of technological orientation on firm performance.