![]() It also examines the mediating role of MOA in the relationship between SQMP and PIA.įollowing a quantitative research methodology, a well-structured questionnaire is used to collect data from 130 Moroccan certified ISO 9001 firms. This study empirically analyzes the direct impacts of soft quality management practices (SQMP) and market orientation ambidexterity (MOA) on product innovation ambidexterity (PIA). Implications for theory and practice are discussed. Findings from a case study of four business process outsourcing firms in India suggest that effective knowledge transfer, diffusion and the development of market-based organisational learning capabilities are contingent upon the strength of a firm's quality management capabilities. Using a capabilities lens, this study assesses the impact of quality management capabilities in developing market-based organisational learning capability. This paper addresses an unexplored theoretical gap of developing market-based organisational learning capabilities in business process outsourcing firms. ![]() However, little is known about how outsourcing firms develop these capabilities and thus realise value. ![]() Such value realisation is often possible through a dynamic exchange of complementary organisational capabilities between a firm and its network partners. Business-to-business marketing literature acknowledges the value firms, including business process outsourcing firms, realise through their supplier networks. ![]()
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