Pages: 129-139

Abstract

Strategy influences characteristics of organization such as structure, resources, customers, or suppliers. Manager-oriented social capital can be one of the important resources of an organization and without it, other resources will not be effective. The purpose of the present study is to investigate the effect of strategic orientations on manager-oriented external social capital. The sample of this study consisted of 140 active companies in hygiene and cellulose products that were selected according to the companies in 22nd Tehran International Exhibition. The construct validity of the questionnaire was investigated by exploratory factor analysis and Cronbach’s alpha was used to investigate reliability. For data analysis, descriptive and inferential statistics as well as SPSS and Smart Pls2.M3 were used. The findings showed that there is a significant positive relationship between strategic orientations and manager-oriented social capital. In other words, the effects of strategic orientations in formation and utilization of manager-oriented social capital are different. Environmental uncertainty and competition intensity as moderators were investigated. The moderating effect of competition intensity was confirmed regarding the effect of strategic orientation of competitors on manager-oriented social capital. Also, the effect of environmental uncertainty as moderator was confirmed on above relationships in learning and customer orientations.