Download this Paper Open PDF in Browser

How Many and What Kind? The Role of Strategic Orientation in New Product Ideation

Journal of Product Innovation Management, Vol. 28, No. 2, pp. 236-250

UIC College of Business Administration Research Paper No. 09-07

36 Pages Posted: 12 Mar 2009 Last revised: 1 Jul 2014

Jelena Spanjol

University of Illinois at Chicago

William J. Qualls

University of Illinois at Urbana-Champaign - Department of Business Administration

José Antonio Rosa

University of Illinois at Urbana-Champaign - Department of Business Administration

Date Written: March 9, 2009

Abstract

Existing studies on the role that strategic orientation plays in companies' innovation efforts primarily focus on identifying the relationship between strategic orientation and innovation performance for launched new products. In contrast, this article investigates how the different types of strategic orientation (i.e., customer, competitor, and technology orientations) influence the front end of innovation. Specifically, this research examines how strategic orientation relates to new product ideation outcomes such as ideation volume (i.e., how many new product ideas are generated) and ideation novelty (i.e., how innovative ideas are). The model developed in this study includes both direct effects of strategic orientation on new product ideation and indirect effects on ideation, mediated by an organization's market search behavior targeted at uncovering new product ideas. A survey of 182 marketing and technical managers, whose responses are analyzed with Partial Least Squares (PLS), reveals that firms characterized by a competitor orientation search their markets significantly more for new product ideas than firms marked by a technology or customer orientation. An emphasis on market search behavior, in turn, leads to significantly greater quantities of new product ideas generated by the firm. Neither a competitor nor a customer orientation significantly enhances the novelty of new product ideas, which is augmented only by technology orientation. The data also reveal that product ideation novelty is significantly enhanced by a technology orientation regardless of the level of market turbulence faced by the innovating firm. Together, these findings suggest that market orientation may have a greater influence on the implementation and commercialization stages of new product development than on new product ideation.

Keywords: New product ideation, new product development, strategic orientation, customer orientation, competitor orientation, technology orientation, market search, market turbulence

JEL Classification: C31, C42, D21, L2, M3, O00

Suggested Citation

Spanjol, Jelena and Qualls, William J. and Rosa, José Antonio, How Many and What Kind? The Role of Strategic Orientation in New Product Ideation (March 9, 2009). Journal of Product Innovation Management, Vol. 28, No. 2, pp. 236-250; UIC College of Business Administration Research Paper No. 09-07. Available at SSRN: https://ssrn.com/abstract=1356250

Jelena Spanjol (Contact Author)

University of Illinois at Chicago ( email )

601 S. Morgan St. (M/C 243)
University Hall 2203
Chicago, IL 60607-7122
United States

William J. Qualls

University of Illinois at Urbana-Champaign - Department of Business Administration ( email )

1206 South Sixth Street
Champaign, IL 61820
United States

José Antonio Rosa

University of Illinois at Urbana-Champaign - Department of Business Administration ( email )

1206 South Sixth Street
110 David Kinley, MC 706
Champaign, IL 61820
United States
217-333-5160 (Phone)
217-244-7969 (Fax)

Paper statistics

Downloads
688
Rank
29,941
Abstract Views
3,390