کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1028440 | 942299 | 2010 | 9 صفحه PDF | دانلود رایگان |
![عکس صفحه اول مقاله: Balancing exploration and exploitation capabilities in high technology firms: A multi-source multi-context examination Balancing exploration and exploitation capabilities in high technology firms: A multi-source multi-context examination](/preview/png/1028440.png)
Based on the dynamic capability view, this study examined the balance between exploration and exploitation capability. With this, we proposed a framework that synthesizes the impact of new product creativity and marketing program creativity on new product quality (internal product quality and external product quality), and further understanding the path to performance of new products in a select number of industrial and consumer products. The main findings revealed that the effect of new product creativity in consumer product firms through internal and external product quality was less dominant than those in industrial product firms. In contrast, the effect of marketing program creativity in industrial product firms through only external product quality was less dominant than those in consumer product firms. Additionally, this paper also discusses the research limitations, future research directions, and theoretical and practical implications.
Journal: Industrial Marketing Management - Volume 39, Issue 4, May 2010, Pages 672–680