Does Market Orientation Drive Organisational Social Innovation as A Rescuer for Economic Growth? The Mediating Role of Knowledge Creation

Abstract

Organisational social innovation is important especially among developing countries for economics growth. This paper finds that organisational social innovation (OSI) is the most contemporary solution for businesses in implementing new methods for economic benefits and social benefits from the perspective of market orientation and knowledge creation. Organisational social innovation and market orientation relates to knowledge creation in overarching goal of this study. This descriptive study relied on a survey-style questionnaire to gather data. A total of 171 managers from research and development companies participated in this survey. A basic random sample method was employed for the sampling process. Findings reveal market orientation and organisational social innovation are significantly related, and knowledge creation plays a positive mediation role in this relationship.