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Cited by 1,510

The DOI matches its Crossref record; 11 of the 11 references it cites were found in a registry or an index.

Resolving the Capability–Rigidity Paradox in New Product Innovation

Open access
Atuahene-Gima, Kwaku·2005·Journal of Marketing
DOI 10.1509/jmkg.2005.69.4.61
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Abstract

Managers face an important strategic dilemma in product innovation: how to exploit existing product innovation competencies (competence exploitation) while avoiding their dysfunctional rigidity effects by renewing and replacing them with entirely new competencies (competence exploration). Although the resolution of what is termed the “capability–rigidity paradox” is considered a fundamental managerial task in enhancing product innovation outcomes and the firm's competitive advantage, it has received little research attention. The author argues and finds support that market orientation provides a key to this paradox. Specifically, customer and competitor orientations ensure simultaneous investments in exploiting existing product innovation competencies and exploring new ones. The author also finds that the effects of these orientations on competence exploitation and exploration are differentially moderated by interfunctional coordination and perceived market opportunity. Regarding outcomes, competence exploitation and exploration have opposing relationships with incremental and radical innovation performance. However, the relationship between competence exploration and radical innovation performance is positively moderated by interfunctional coordination. Overall, the results of this study suggest that market orientation can prevent a firm from becoming operationally efficient but strategically inefficient by simultaneously engendering competence exploitation and exploration, which are differentially related to incremental and radical product innovation outcomes.

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Metadata

Authors
Atuahene-Gima, K.
Venue
Journal of Marketing
Publisher
SAGE Publications
Published
2005-10
Volume
69
Issue
4
Pages
61-83
ISSN
  • 0022-2429 (ISSN-L)
  • 1547-7185
DOI
10.1509/jmkg.2005.69.4.61
OpenAlex
W2172993583
Cited by
1,510
References
11
FWCI
67.16
Type
journal article
Language
en
Open access
green

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.