The role of inbound and outbound open innovation on firm performance in environmental turbulence era: Mediating of product and marketing innovation

Abstract

Open innovation has been identified as two dimensions, the flow of knowledge obtained from outside and processed within the organization and has a role as a key business responsiveness to prevent any risks that will be faced. From this knowledge flow is a successful approach to new product development featuring outbound and inbound knowledge that is managed with the aim of getting out of the bounds of risk. Therefore, this study investigates and explains the clausal relationship between the variables used, such as inbound and outbound open innovation, product innovation, marketing innovation, firm performance, and environmental turbulence as moderating variables. This study uses a quantitative approach and designs a questionnaire that has been distributed to 115 SMEs owner / managers as a sample. In the process of formal data collection, a random sample was used in this study which was distributed to the owner / manager of SMEs. While the processing, analysis, and hypothesis testing process of this study uses PLS-SEM which is a statistical tool for applying all data scales, does not require many assumptions, and confirms relationships. The findings in this study indicate that what has a positive and significant effect is the relationship of inbound open innovation to product innovation, product innovation to marketing innovation, marketing innovation to firm performance. In addition, the moderating effect of environmental turbulence in a positive way is only product innovation on firm performance. Further explanation of the implications of the findings has been discussed and confirmed.