Investigating the relationship between innovation strategy and performance

This research investigates how firm size and the type of offering (product or service) moderate relationship between innovation strategy performance. The results from two studies involving samples managers firms in United States show that do indeed relationships performance dual moderating effects exist. challenge prevailing notions on expected benefits exploration exploitation strategies for smaller to larger firms. Nonlinear by are revealed, which offer more nuanced insights than those presented existing research. Moreover, while it is generally presumed service benefit primarily an strategy, findings indicate actually regardless size. further suggest implications ambidexterity vary across contexts. Managerial discussed.