Investigating the impact of multiple strategic orientations and strategic flexibility on product innovation (case study: Pars Khodro Company)

Undoubtedly, nowadays, innovation is one of the most important competitive advantages of organizations. In order to employ, implement and develop innovation in organizations, it is necessary to use strategies appropriate to the environment. The purpose of the research is to investigate the impact of strategic orientation and strategic flexibility on product innovation in Pars Khodro Company. The population of this research includes 300 employees of the Quality Assurance Unit of Pars Khodro Company. The sample size was calculated using Morgan's table and 169 people were used as a sample. The necessary data has been collected through standard questionnaires. The research findings show that there is a positive and significant effect between multiple strategic orientations, strategic flexibility and product innovation, there is a positive and significant effect between entrepreneurial orientation and product innovation, between Learning orientation has a positive and significant effect with product innovation. Also, learning orientation positively mediates the effect between entrepreneurial orientation and product innovation. Coordination flexibility positively mediates the effect between entrepreneurial orientation and product innovation. Coordination flexibility It positively moderates the effect between learning orientation and product innovation. It can be stated that the moderating effect of resource flexibility is not significant in the effect between coordination flexibility and product innovation.