How a learning orientation affects drivers of innovativeness and performance in service delivery

Relying on organizational innovativeness for long-term growth and profitability can be difficult, time consuming, and expensive. In the context of service delivery of 395 strategic business units (SBU) in Israel's healthcare industry, this paper examines the role of a learning-orientation as a moderator in an integrative model of organizational innovativeness. We find moderation of the impacts of risk-taking, creativity, competitor benchmarking orientation, and environmental opportunities on innovativeness. Moreover, we find the influence on performance pronounced for high learning-oriented SBUs. The paper shows that learning orientation should be considered for understanding effective innovativeness work for competitive service delivery.