Understanding the trade-off between familiarity and newness in product innovation

Muammer OZER*, Jacky W. TANG

*Corresponding author for this work

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

1 Scopus Citations

Abstract

Studying the trade-off between developing new products that exploit a focal firm's familiar current knowledge resources and developing new products that explore knowledge resources that are new to the firm, we show that new products perform better when the new products are neither too familiar nor new to the firm, in contrast to the findings reported in prior research indicating that both types of new products are positively related to new product performance. The results were consistent for the familiarity and newness of both technological and market knowledge. In addition, the study revealed that while focal firms’ inter-organizational network ties involving their supplier firms attenuated the potential negative impacts of technological familiarity and newness, their inter-organizational network ties involving their buyer firms lessened the potential negative impacts of the familiarity and newness of market knowledge that their new products required.

Original languageEnglish
Pages (from-to)116-128
Number of pages13
JournalIndustrial Marketing Management
Volume77
Early online date13 Dec 2018
DOIs
Publication statusPublished - Feb 2019

Fingerprint

Trade-offs
Product innovation
Familiarity
New products
Interorganizational networks
Market knowledge
Knowledge resources
Technological knowledge
New product performance
Suppliers
Buyers

Keywords

  • Familiarity
  • Innovation
  • Market knowledge
  • Newness
  • Performance
  • Technological knowledge

Cite this

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Understanding the trade-off between familiarity and newness in product innovation. / OZER, Muammer; TANG, Jacky W.

In: Industrial Marketing Management, Vol. 77, 02.2019, p. 116-128.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

TY - JOUR

T1 - Understanding the trade-off between familiarity and newness in product innovation

AU - OZER, Muammer

AU - TANG, Jacky W.

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