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Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas

journal contribution
posted on 2023-05-18, 05:34 authored by O'Cass, AG, Heirati, N, Viet Ngo, L
While ambidexterity has been identified as a critical prerequisite for new product success, synchronizing exploration and exploitation in practice represents a multifaceted enigma. Ambidexterity is not in reality limited to a single organizational level, or a specific functional area. Firms become ambidextrous when corporate-level exploratory and exploitative strategies interact with operational-level exploratory and exploitative capabilities across multiple functional areas. Data from a sample of technology-intensive industrial firms using a multiinformant design shows that operational-level exploratory and exploitative product innovation and marketing capabilities allow firms to implement corporate-level exploratory and exploitative strategies in the context of new product development (NPD). Further, the findings reveal that the integration of exploratory product innovation–exploratory marketing and exploitative product innovation–exploitative marketing is significant for the implementation of exploratory and exploitative strategies over deploying each capability in isolation. Finally, we show that the implementation of exploratory and exploitative strategies drives new product success through creating distinct positional advantages to customers in the formof both differentiation and cost efficiency. These positional advantages help to better explain the effects of exploratory and exploitative capabilities on new product market performance.

History

Publication title

Industrial Marketing Management

Volume

43

Issue

5

Pagination

862-872

ISSN

0019-8501

Department/School

TSBE

Publisher

Elsevier Science Inc

Place of publication

United States

Rights statement

Crown Copyright 2014

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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