Abstract:

This study aims to develop a competing model to identify the best-fitting culture type in the relationship between organizational learning, management innovation, and New Product Development (NPD) performance, and it also aims to explore the moderator role of organizational culture in this relationship. The study collected data from 661 employees through survey methods from 234 firms in Turkey and tested with Structural Equation Modelling (SEM). The research shows that, despite the acceptable goodness of fit indices for each type in comparing four culture types, the market and adhocracy culture model is the best-fitting model and performs better with the best goodness of fit. In addition to the fact that the market and adhocracy cultures have partial moderator effects on the relationship between organizational learning, management innovation, and new product development, the study explains the relationship between organizational learning, new product development performance, and management innovation within a competing model based on organizational culture. It also provides a framework for firms to prioritize new product development to decide which cultural structure to choose.

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