Goal Orientation and Innovation Implementation Forms

Abstract

Existing empirical studies have the tendency of regarding innovation implementation as a mechanical or even automatic process, overlooking the possibility of various implementation forms may appear based on the interplay between an innovation and its targeted users. Drawing on goal orientation literature and relevant theories, this study aims to investigate how employees goal orientation plays a significant role in influencing the way they implement innovations. Three types of implementation forms: active implementation, passive implementation and implementation avoidance were identified through this research. In this study, I hypothesize that learning goal orientation (LGO) will lead to active implementation, performance approach goal orientation (PGO) will positively linked to passive implementation, and performance avoidance goal orientation (AGO) will have positive relationship with implementation avoidance. In addition, the three implementation forms are also predicted to lead to different levels of innovation effectiveness. Besides, perceived ease of use (PEU), innovation implementation autonomy and implementation efficacy are identified as moderators that affect employees innovation implementation forms and innovation effectiveness. Hypotheses were empirically tested with data collected in a manufacturing factory in China, including 134 subordinates and 26 supervisors. This study is expected to make some contributions to innovation implementation literature.