Exploratory comparative analysis reveals distinct innovation postures in eight computer industry firms, suggesting that integrating product and process focus drives superior value leadership.
A new framework for analyzing different strategies of technological innovation is presented. The framework compares the product innovation emphasis to the process innovation emphasis by using market focus as a mediating variable. Eight computer industry firms are highlighted to show how they vary from reactors and value leaders to product innovators and integrators. The reactors lack any clear innovation strategy, while the integrators achieve both multiple product innovations and value leadership. This exploratory study presents some preliminary implications for managers who are trying to improve their technological innovation strategies.
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Gobeli et al. (1994) studied this question.
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