Abstract: Interaction orientation has a significant impact on innovation performance of service enterprises, but the process and effect of interaction orientation on innovation performance in different service situations have not been paid enough attention. From the perspective of multi-dimensional innovation capability, this paper explores the logical relationship among interaction orientation, service innovation capability and innovation performance, and tests it with a sample of 276 B2B service enterprises. The results show that, in the context of B2B service industry, the three dimensions of service innovation capability, namely client-focused innovation capability, marketing-focused innovation capability, and technology-focused innovation capability, are all significantly affected by interaction orientation. In terms of the contribution to innovation performance, marketing-focused innovation capability is relatively higher than other two dimensions of innovation capability. These findings not only rectify the tendency to exaggerate the client-focused innovation capability while ignore the cultivation of marketing and technology capability, but also clarify the ambiguity which argues that the leading factor in the Business-to-Business field is technology innovation by highlighting the value and contribution of marketing innovation.

Key words: interaction orientation, B2B, innovation capability, innovation performance