Ambidexterity's mediating impact on product development proficiency and new product performance

作者：Li Yong Hui; Huang Jing Wen^*

来源：Industrial Marketing Management, 2012, 41(7): 1125-1132.

DOI：10.1016/j.indmarman.2012.05.002

• Product development proficiency
• Ambidexterity
• Exploitation
• Exploration
• New product performance

This study examines the mediating impact of ambidexterity on the relationship between product development proficiency and new product performance. Using survey data from 253 Taiwanese firms, the results indicate that the significance of the direct effect of marketing proficiency and technical proficiency on new product performance is reduced when the indirect effect of marketing proficiency and technical proficiency through ambidexterity is included in the model. Consequently, ambidexterity reflecting the interaction between exploitation and exploration plays a mediating role explaining the positive relationship between product development proficiency and new product performance. Managerial implications and future research directions are discussed.

• 出版日期2012-10