Radical innovations are risky but may have large payoffs if done correctly. While there is previous research on innovation development processes and launches, no empirical research has been conducted on the effect of multiple strategic orientations, dynamic functional capabilities and functional integration on radical innovation launch success. Based on the resource-based view of a firm, this research empirically measures whether a firm’s strategic market, entrepreneurial and learning orientations effect the creation and use of dynamic marketing and technology capabilities, leads to higher levels of functional integration and the ultimate launch success of radical innovations. Data via an online survey is obtained from 176 marketing and technical executives with radical innovation launch experience from a cross section of U. S. organizations. Through PLS-SEM path modeling, thirteen hypotheses and seven constructs were tested and studied.
The research reveals that market (MO), entrepreneurial (EO) and learning (LO) strategic orientations and the direct effect of functional integration (FI) and dynamic marketing capabilities (MC) are key for radical innovation launch success. EO and MO have a direct effect on an organization’s LO, with EO directly influencing the need for higher levels of functional integration. MO and LO are both mediators for EO. The radical innovation may be new to the organization, so a strong LO and transformational leadership is critical for deployment of dynamic capabilities and functional integration, new systems, plans, and tactics for a successful launch. Strong dynamic growth plans, channel programs and management, selling efforts, value proposition creation and launch feedback systems (MCs) are most important. Dynamic technical capabilities (TCs) do not show a significant effect on launch success.
|Commitee:||Argawal, Vikas, Johansen, Douglas, di Beneditio, Anthony|
|School Location:||United States -- Florida|
|Source:||DAI-A 80/01(E), Dissertation Abstracts International|
|Subjects:||Marketing, Entrepreneurship, Management|
|Keywords:||launch, market orientation, new product performance, radical innovation|
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