Development and return on execution of product innovation capabilities: The role of organizational structure

Bulent Menguc, Seigyoung Auh

Research output: Contribution to journalArticle

73 Scopus citations

Abstract

This paper conceptualizes and tests an integrated model that combines the dual-core and ambidextrous models of product innovation. The integrated model distinguishes the development and return on execution of radical and incremental product innovation capabilities. The authors argue that organizational structure plays an important dual role as an (a) antecedent to the development of radical and incremental product innovation capabilities and (b) as a moderator in determining the new product performance returns from executing such capabilities. Using a sample of high-tech firms, the study finds that organizational structure is more consistent in predicting the execution of product innovation capabilities into new product performance than in predicting the development of such capabilities. For example, the effect of radical product innovation capability on new product performance is negative but nonsignificant under a formal structure, while the same effect is positive under an informal structure. Conversely, the effect of incremental product innovation capability on new product performance is positive under a formal structure, while the same effect is negative under an informal structure. The implications for managing different types of product innovation capabilities under formal versus informal structures and their effects on new product performance are discussed.

Original languageEnglish (US)
Pages (from-to)820-831
Number of pages12
JournalIndustrial Marketing Management
Volume39
Issue number5
DOIs
StatePublished - Jul 1 2010

Keywords

  • Formal-informal structure
  • Incremental product innovation capability
  • New product performance
  • Radical product innovation capability

ASJC Scopus subject areas

  • Marketing

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