How innovation behavior and technology innovation strategy mediate the effect of competitor orientation on financial and market performance

Purpose The purpose of this research paper is to examine the effects of competitor orientation movements of technology-oriented companies in university technoparks and at the same time to examine the mediation variable effects of both innovation behavior and technology innovation strategy. Design/methodology/approach In this research, technoparks operating in Istanbul were determined as the population. Surveys were sent via e-mail to enterprises employees working on technology in technoparks (using convenience sampling method), after obtaining the necessary permissions. The prepared scale was sent to 486 employees; 344 responses were made. SEM analyses were performed in SmartPLS software, and the conceptual model was tested. Findings As a result of the analysis of the relationships between the variables in the research model, innovation behavior and technology innovation strategy variables are positively affected by competitor orientation as dependent variables and also have positive effects as mediator variables, providing a theoretical contribution. Research limitations/implications The research was conducted by collecting data from technology-oriented companies that continue their activities in the technoparks of universities in Istanbul. A research model needs to be developed for companies in different sectors. It is recommended to contribute to the literature in the future, taking into account the limited situation. Practical implications Research for executives in technology firms highlights that simply monitoring competitors is not enough; this information must be translated into proactive innovation behaviors and formal technology strategies to drive performance improvement. This research suggests that technopark managers should create environments that facilitate competitive intelligence sharing and collaborative innovation to increase the survival rates of established firms. Originality/value This research comprehensively examines the complex interplay between competitor orientation, innovation behavior and technology innovation strategy and their impact on firm performance, particularly in the context of technology-oriented companies in technology parks. By identifying innovation behavior and technology innovation strategy as mediators, the authors offer a new perspective and provide new empirical evidence that explains performance outcomes by linking a firm’s external orientation to its internal strategic and behavioral processes.