DRIVING INNOVATIVE PERFORMANCE AND MARKET COMPETITIVENESS THROUGH QUALITY PRACTICES, UN CERTAINTY AND QUALITY IMPROVEMENT: MEDIATING ROLE OF ORGANIZATIONAL LEARNING AND MODERATING ROLE OF FIRM SIZE

Abstract

The primary objective of this study is to investigate the influence of environmental uncertainty and quality on driving both competitiveness and innovation. Additionally, we examine the roles played by organizational learning and firm size in this context. Employing a quantitative research approach, our study is centred on employees within organizations in Saudi Arabia. Data analysis
was conducted using SPSS software. Our findings reveal a noteworthy impact of Total Quality Management (TQM) and technology uncertainty on innovation. However, it is important to note that the influence of quality improvement and demand uncertainty was found to be statistically insignificant in this regard. Concerning market competitiveness, we observed significant impacts from
quality improvement and technology uncertainty. On the other hand, the effects of demand uncertainty and total quality management on market competitiveness were not statistically significant. Additionally, our study reveals the importance of organizational learning as a mediator and the moderating impact of firm size. This research holds both theoretical and practical significance and provides
valuable insights for future research, acknowledging its limitations.