Abstract: In recent years, though, the concept of fit has been
now in widespread used in strategic management research, it is in its
infancy for applying fit concept to service innovation issue. Therefore,
drawing on the concept of fit, this present research proposed an
innovation service fit model within service innovation, market
orientation, marketing strategy, and IT adoption are coexisted. The
perspective of fit as covariation will be employed to test the hypothesis
and identify the effects of fit. We contend that the fit among these four
factors will contribution to business performance. Finally, according
to the empirical data collected from manufacturing, service, and
financial industry in Taiwan, meaningful findings and conclusions
will be proposed and discussed.