MARKET SHARE GROWTH THROUGH TECHNOLOGICAL CONVERGENCE: ROLE OF INNOVATION CAPABILITY

Abstract

The objective of this study is to investigate the interrelationships between industry competition intensity (ICI), innovation capability (IC), market growth (MG), technological diversity (TD), strategic alliances (SA), and resource allocation (RA). In order to achieve this objective, a data collection process was implemented using surveys. The survey-based approach involved the participation of 300 employees from diverse organisations situated in Saudi Arabia. During the preliminary stage of data collection, a total of 300 questionnaires were distributed with the objective of obtaining a varied and inclusive sample of employees originating from various industries and organisational contexts. Following that, a total of 210 questionnaires that were fully completed were received and subsequently subjected to analysis. The study employed SPSS and Amos-17 software to examine and evaluate the proposed relationships between the variables using structural equation modelling (SEM). The results of this study suggest that innovation capability plays a mediating role in the relationship between technological diversity, strategic alliances, resource allocation, and market share growth. However, no mediating relationship was observed between innovation capability and market share growth in the context of industry competition intensity. This study provides significant insights for Saudi organisations on effectively addressing industry competition and technological convergence. These findings can be used by decision-makers to efficiently allocate resources, establish strategic partnerships, and promote innovation. The comprehension of the relationship between the capability to innovate and the diversity of technological resources has the potential to foster a culture that encourages and supports innovation.