THE IMPACT OF INTERACTION-ORIENTED STRATEGY ON CORPORATEPERFORMANCE: THE MEDIATING ROLE OF THE GRADUAL INNOVATION AND THE MODERATING ROLE OF TECHNOLOGICAL FLUCTUATIONS
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Abstract
Interactive-oriented strategy has become an important choice for companies to gain long-term competitive advantages. This study selected 224 sample data from the two provinces of Guangdong and Shandong to conduct an empirical test on the relationship between interaction orientation, technological fluctuations, incremental innovations, and customer-based profitability. The results
showed that: interaction orientation had a significant positive impact on customer-based profitability and gradual innovation. Gradual innovation had a significant positive impact on customer -based profitability; moreover, gradual innovation played the part of an intermediary role between interaction orientation and the profit performance of the customer base. However, technology played a regulating role between interactive orientation and gradual innovation.
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