Can a technology firm desire too much of a good thing? The double-edged sword effects of technology orientation on performance

Purpose This paper aims to investigate the underlying mechanisms that come into play in the relationship between technology orientation (TO) and performance in technology firms. In doing so, this paper explores how different levels of TO affect firm innovativeness, how different levels of firm innovativeness affect performance and the moderating role of risk-taking propensity in the relationship between innovativeness and performance. Design/methodology/approach Data were collected from 112 information technology firms. Control variables include firm size and age and industry effects. The model was tested using PLS-based SEM. Findings Results show that in technology firms, innovativeness plays a mediating role in the relationship between TO and firm performance, the relationship between TO and firm innovativeness is curvilinear, the relationship between innovativeness and performance is curvilinear and risk-taking propensity moderates the curvilinear relationship between innovativeness and performance. Originality/value The shape of the relationships in the mediating paths between TO, innovativeness and performance, is curvilinear (inverted U-shaped). Managers in technology firms focused on bolstering the TO and/or innovativeness should be cognizant of the fact that beyond a certain level, they might actually be doing more harm than good. Additionally, managers seeking to reinforce the relationship between innovativeness and performance need to be sensitive to the role that risk-taking propensity plays in this relationship.