Does technology orientation predict firm performance through firm innovativeness?

Purpose The purpose of this study is to investigate the impact of technology orientation (TO) on firm performance (FP). This study also aims to identify the mediating role of firm innovativeness (FI) in the relation between TO and FP. Design/methodology/approach Quantitative approach has been adopted for analyzing the impact of TO on FP in software houses located in two big cities of Pakistan. Mean, standard deviation, correlation and regression analysis were used. Findings Results proved that of TO predicts FP and FI mediate the relationship between TO and FP. Practical implications This study used cross-sectional further studies may be conducted using longitudinal research design for achieving in-depth insights. Social implications Software houses should focus on TO and innovativeness for improving their performance. Originality/value This research guides the way to improve performance TO and innovativeness of software houses based on the empirical results.