Understanding the interplay between competitor and alliance orientations in product innovativeness: An integrative framework
Journal
Technological Forecasting and Social Change
Journal Volume
175
Date Issued
2022
Author(s)
Abstract
Competitor and alliance orientations represent different organizational logics, but their combined effects on product innovation outcomes remain unclear. To address this issue, the authors use the concept of fit and propose a comprehensive conceptualization of the combination of competitor and alliance orientations; additionally, we empirically identify the combined effects of balance, alignment, and the interaction on product innovativeness. A causal-explanatory, cross-sectional, questionnaire-based design with purposive sampling was conducted. The empirical assessment used a sample of 139 senior managers in Taiwan's electronics industry (with a valid response rate of 16.85%). Research hypotheses were evaluated using partial least squares structural equation modeling, analysis of covariance, and quantile regression analyses. The results show that the relative imbalance between the competitor and alliance orientations is not significantly associated with product innovativeness. Aligning these two orientations significantly improves product innovativeness, which supports the matching perspective of coalignment. Furthermore, in relation to fit as moderation, the interaction between the two orientations is negatively related to product innovativeness. These results provide a new lens through which scholars can assess and measure the joint effects of competitor and alliance orientations and offer managerial guidance to practitioners. ? 2021 Elsevier Inc.
Subjects
Alliance orientation
Combinative effect
Competitor orientation
Concept of fit
Product innovativeness
Electronics industry
Least squares approximations
Managers
Surveys
Combined effect
Empirical assessment
Integrative framework
Organisational
Product innovation
Regression analysis
competition (economics)
conceptual framework
electronics industry
industrial development
innovation
integrated approach
SDGs
Type
journal article