Is strategic orientation always beneficial? A meta-analysis of the relationship between innovation and business sustainability: A dynamic capabilities perspective from Malaysian insurance companies

Abstract

The current study fills existing gaps in theory and practice by investigating the nature of the relationship between innovation dimensions and business sustainability in the insurance sector in Malaysia, and the moderating effects of strategic orientation on this relationship. The data was collected from 116 samples. PLS-SEM was used to test the study's hypotheses. The results shows that process and product innovation have a significant influence on business sustainability, but not administrative innovation; strategic orientation moderates the relationship between process and product innovation and business sustainability, but not with administrative innovation. These findings have important theoretical implications both for Malaysia and for countries with similar economies. The study will serve as a reference point for such countries in trying to understand factors influencing business sustainability.