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首页> 外文会议>AMA Summer Educators Conference >The Integrative and Substitution Effects of Focal and Peripheral Vision on New Product Performance: Reconciling the Capability-Rigidity Paradox
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The Integrative and Substitution Effects of Focal and Peripheral Vision on New Product Performance: Reconciling the Capability-Rigidity Paradox

机译：对新产品性能的焦点和外围视觉的一体化和替代效应：调整能力 - 刚度悖论

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Product development executives tread a tightrope in seeking to reconcile a compelling strategic contradiction: how can we improve new product performance by exploiting innovation competencies (competence exploitation) while simultaneously mitigating the consequences of their rigidity by developing entirely new competencies (competence exploration). This so-called capability-rigidity paradox has received significant scholarly attention but extant explanations remain equivocal or partial at best. Although prior studies have investigated the learning capabilities that underlie the dynamics of the capability-rigidity relationship, these have examined exclusively insights derived from the firm's focal vision (proactive and responsive market orientation). We contend that sole emphasis on focal vision may eclipse an equally valuable learning capability, that of peripheral vision (PVC). We therefore interrogate the mechanisms that lead to both capability and rigidity by tempering the firm's emphasis on proactive and responsive market orientation with peripheral vision. We argue that the collective of focal and peripheral capabilities/orientations has important performance implications which are gradually realized through the ambidextrous duality of competence exploration - exploitation. We proceeded to model the relationships between PVC, proactive market orientation (PMO), responsive market orientation (RMO), competence exploration - exploitation and new product program performance (NPP). In addition, we test for PMO and RMO differential moderating effects on the relationship between PVC and competence exploration-exploitation.
机译：产品开发高管踏上了突然试图调和令人信服的战略矛盾：如何通过利用创新能力（能力开发）来提高新产品性能，同时通过开发完全新的能力（能力勘探）来缓解其僵化的后果。这种所谓的能力 - 刚性悖论已经获得了显着的学术关注，但最重要的解释仍然是难以的或最佳部分。尽管事先研究已经调查了利用能力 - 刚性关系的动态的学习能力，但这些研究已经审查了公司的局灶性愿景（主动和响应市场导向）的洞察力。我们认为，唯一强调局灶性愿景可能会消化同样有价值的学习能力，外围视觉（PVC）。因此，我们询问了通过回火公司强调与周边视觉的主动和响应市场定位的能力和僵化的机制。我们争辩说，焦点和外围能力/方向的集体具有重要的绩效影响，这些绩效影响是通过竞争力勘探的二月逐渐实现的。我们继续模拟PVC，主动市场定位（PMO），响应性市场导向（RMO），能力探索 - 开发和新产品方案表现（NPP）之间的关系。此外，我们还测试PMO和RMO差异调节效果对PVC与能力勘探开发的关系。

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