The Impact of Strategic Thinking on Product Innovation Considering the Moderating Role of the Competition Intensity (Case Study: Manufacturing Companies of Toos Industrial Town in Mashhad)

Abstract

This study aims at investigating the impact of strategic on product innovation, considering the moderating role of the competition intensity in manufacturing companies of Toos industrial town in Mashhad, Iran. This is applied research regarding the objective and a descriptive-survey study regarding the data collecting method. Bibliography and field study methods were used to collect data. A 33 item questionnaire with a five-point Likert Scale was used as the measurement tool. Cronbach's alpha coefficient was employed to determine the validity of the questionnaire and this coefficient was approved for each variable. The statistical sample of the study comprised 250 managers of manufacturing companies of Toos industrial town in Mashhad. The collected data were analyzed by using structural equation modeling (SEM) through the SMART PLS Software. Research findings showed that all dimensions of strategic affected product innovation, except for focusing on the goal. Furthermore, the moderating role of competition intensity was not confirmed in the effect of intent focused and thinking in time on the product innovation. However, other dimensions of strategic had an effect on product innovation, considering the moderating role of competition intensity.