ABSTRACT:
The purpose of this study isto examine the mediating role of service innovation (incremental and radical) in the relationship between three component of strategic orientation constructs (market, service, and learning) andoperationalflexibilityin the service sector in Sudan. The study employed the quantitative method via convenience sampling; the population was the 160 managers of the servicefirm response rate of 94 percent. The result of this study show thata positive relationship between learning orientation and operational flexibility, not positive relationship between (market and service orientation)with operational flexibility,positive and a significant relationship between strategic orientation and service innovationin additionservice innovation acting a partially mediator between strategic orientation and operational flexibility relationship incremental innovation not mediator strategic orientation and operational flexibility while, radical innovation mediator the relationship strategic orientation and operational flexibility .This studyfocuses only on the service sector. Also, the data were only collected from single respondents in an organization.