In this study, we analyze potential antagonistic effects of innovation proactiveness on firm performance. It is widely accepted that increased innovation proactiveness is related to more alternative innovation project proposals and to improved firm performance. But this may also lead to a more rigid innovation evaluation and selection process with negative consequences for firm performance. Consequently, we propose that positive effects of innovation proactiveness on firm performance are annihilated by negative effects of inevitable process rigidity. Furthermore, we propose that these effects are moderated by firm size.
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