Abstract
This study aims to explore the impact of technology orientation on innovation performance in the electronic industry operating in the digital economy. This study also investigates the mediating role of digital innovation (a special type of innovation that is based on digital technologies) in the relationship between technology orientation and innovation performance. Primary data, based on perception, was collected from operational managers of electronic firms. Correlation and regression analyses were used to test the direct relationship among digital innovation, innovation performance, and technology orientation. The stepwise regression model was used to check the indirect relationship (mediation analysis). Findings revealed that technology orientation is a major predictor of innovation performance in the electronic industry. Results show that digital innovation acts as a bridge between technology orientation and innovation performance. This study investigates the nexus of technology orientation, digital innovation, and innovation performance in electronic firms. This study contextualizes electronic firms for the achievement of innovation performance through digitalization and technology orientation, which is a dire need of the current decade.