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Resolving the capability-rigity paradox in new product innovation
Marketing managers play a critical role in sustaining a firm's competitive advantage by providing and interpreting market information that feeds the product innovation process. Firms face an important dilemma in product innovation: Investing resources to refine and exploit existing firm competences may provide incremental innovations and short-term success; however, an emphasis on existing competences could become a hindrance to the firm's long-term viability because it tends to stifle the development of new competences and radical innovations. Academics call this dilemma the capability-rigidity paradox. Many business observers view the resolution of this paradox as perhaps the toughest managerial challenge in sustaining a firm's competitive advantage. Using a sample of firms from China, the author found that firms adept at understanding their current and future customers and competitors ensure simultaneous investments in competence exploitation and competence exploration. The results of this study suggest that market orientation may prevent a firm from becoming operationally efficient but strategically inefficient, simultaneously ensuring the refinement and exploitation of existing competences and the building of entirely new competences.Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | Marketing management Product development Competitive advantage Market orientation studies |
| ISBN/ISSN | 222429 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |