| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1028042 | Industrial Marketing Management | 2012 | 8 Pages |
This study examines the mediating impact of ambidexterity on the relationship between product development proficiency and new product performance. Using survey data from 253 Taiwanese firms, the results indicate that the significance of the direct effect of marketing proficiency and technical proficiency on new product performance is reduced when the indirect effect of marketing proficiency and technical proficiency through ambidexterity is included in the model. Consequently, ambidexterity reflecting the interaction between exploitation and exploration plays a mediating role explaining the positive relationship between product development proficiency and new product performance. Managerial implications and future research directions are discussed.
► The study integrates the domains of dynamic capability and new product development. ► Product development proficiency positively influences new product performance. ► Ambidexterity mediates the effect of proficiency on new product performance. ► Ambidexterity reflects the interaction between exploitation and exploration.
