The Ambidextrous Patterns for Managing Technological and Marketing Innovations

摘要

Balancing technological and marketing innovations is an important strategic imperative for firms. Technological innovation advances product technologies to prevent firms from lasting behind industry-wide technological evolution. Marketing innovation that is often initiated by market research specializes in addressing market dynamism. However, little is known about how firms manage patterns of innovation to maximize firm performance. Built on organizational ambidexterity theory, this study identifies that firms embark nn tu o ambidextrous patterns to manage technological and marketing innovations over time: simultaneous pattern and sequential pattern. Then this study answers the following research questions: (1) Who is more likely to adopt the simultaneous or sequential pattern? (2) Which firms are more likely to get benefits from the simultaneous or sequential pattern? (3) When is the simultaneous or sequential pattern more beneficial? (4) What are the short-term and long-term effects of the simultaneous and sequential patterns?