Strategic orientation and innovation culture: catalysts for success in the dynamic Turkish IT industry

Purpose: This study investigated the intricate relationships among strategic orientation, innovation culture, market turbulence, firm performance and innovation performance within information technology (IT) companies. This study aims to unravel insights that can guide the creation of an environment fostering innovation, facilitating adaptation to market changes and enhancing overall firm and innovation performance. Design/methodology/approach: IT expert-level employees in Istanbul-based IT companies participated in this research. A random sampling method was used, with 780 emails sent, yielding a 65% response rate from 508 participants. Utilizing the SmartPLS program for analysis, the questionnaire focused on “necessary” category questions, ensuring comprehensive responses. Findings: The study emphasizes the importance of prioritizing strategic orientation and innovation culture, especially in sectors characterized by intense competition and innovation, and emphasizes the need to pay attention to market turbulence to achieve a strategic advantage. Research limitations/implications: While insightful, this study acknowledges certain limitations, including its focus on IT companies in Istanbul. Consequently, the evaluation of analysis results should consider the sample size and the geographical constraint of data collection to maintain a nuanced understanding. Practical implications: The analysis outcomes provide valuable guidance for IT companies, offering insights into developing an innovation culture, navigating market volatility and understanding how strategic orientation enhances performance. This research empowers IT companies to make informed decisions for sustained success. Originality/value: This research introduces a distinctive approach to assessing the impacts of innovation culture, market turbulence and strategic orientation. By shedding light on how innovation culture and strategic direction can adapt, it offers a perspective on the influence of market turbulence on IT companies.