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The ambidextrous patterns for managing technological and marketing innovation

机译：管理技术和营销创新的二手模式

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Built upon organizational ambidexterity theory, this study provides a new perspective in managing technological and marketing innovation. It distinguishes between simultaneous and sequential patterns of innovation within a firm and takes a longitudinal approach in examining the differential effects of these two ambidextrous patterns of innovation on firm performance. Further, this study investigates the contingent roles of internal product scope and external market dynamism on the above relationships. Using panel data from 158 U.S. firms over 26 years, we find that both simultaneous and sequential patterns are positively associated with firm performance. Further, our findings indicate that a broader product scope strengthens the effect of the simultaneous pattern on firm performance, while weakening that of the sequential pattern on firm performance. When market dynamism increases, the effect of the simultaneous pattern on firm performance is strengthened, while that of the sequential pattern is weakened. Our findings offer managers guidance on the choice of innovation patterns under certain contingencies and how to better manage technological and marketing innovation over time.
机译：本研究建立了组织的赤字理论，在管理技术和营销创新方面提供了一种新的视角。它区分了公司内的同时和连续的创新模式，并采取了纵向方法来检查这两种二手型创新模式对公司性能的差异影响。此外，本研究调查了内部产品范围和外部市场活力对上述关系的偶然作用。使用158美元的面板数据超过26年，我们发现同时和连续的模式与坚定的性能正相关。此外，我们的研究结果表明，更广泛的产品范围加强了同时模式对坚实的性能的影响，同时削弱了序列模式对坚实的性能的影响。当市场活力增加时，加强了同时模式对坚实性能的影响，而顺序模式的效果是削弱的。我们的调查结果为管理人员提供了在某些突发事件下选择创新模式以及如何随着时间的推移来更好地管理技术和营销创新。

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