Investigating the Effect of Integrative Capability and Flexible Culture on Firm Performance: Mediating Role of Business Model Innovation and Moderating Role of Firm’s Strategy

It is essential to evaluate the firms’ performance as a strategic process to comprehend the sustainability of each company. Therefore, firms are persistently looking to enhance their performance, in order to succeed in a dynamic and competitive environment. On the other side, through this condition achieving superior performance requires improvement and innovation in the business model to create differentiation, distinction and superiority over rivals. The importance of flexible culture and integrative capability is needed to acceptances of business model innovation. More over the moderating role of business strategy should be considered. In this paper, the direct impact of integrative capability and flexible culture, as well as the indirect effect of these variables, through the mediating role of business model innovation on firm performance have been investigated. This article is applied in term of purpose and also descriptive in term of method. The data collecting tool is a questionnaire and 98 production and service companies in Rasht industrial park (Sefidroud) participated in this research. In order to test the hypotheses, the structural equation modeling (SEM) approach has been used. The research findings show that the integrative capability and flexible culture directly and indirectly through Business model innovation has positive and significant impact on firms performance. Also the moderating role of differentiation as well as cost leadership strategy has been confirmed in the relation to integrative capability and business model innovation, flexible culture and business model innovation and business model innovation and firms’ performance. Considering these results could help companies to enhance their performace as well as their business model innovation.