How can a firm achieve ambidexterity? The present study proposes that the answer to this question lies in the distinction between ambidextrous culture and ambidextrous innovation. Drawing upon organizational learning theory and the source-position-performance framework, we propose that ambidexterity requires the adoption of two important organizational cultures, willingness to cannibalize (WTCA) and willingness to combine existing knowledge (WTCO), which allow firms to attain superior performance through the implementation of both radical and incremental (i.e., ambidextrous) innovations. Our major contribution lies in addressing the important debate in the literature on whether exploration and exploitation are complements or substitutes. Furthermore, competition intensity is a key condition that determines the degree to which the two types of organizational cultures and the two types of innovations are necessary for superior firm performance. The study uses data from multiple respondents from 199 Chinese firms. Our findings thus suggest that WTCA and WTCO, which are traditionally treated as opposites, are complements in generating radical innovations.

Purpose: Nowadays, customers have big chunks of information on their smartphones and can acquire information and make decisions rapidly, oftentimes with the use of specific apps. Most of the research on this topic to date has been conducted from the perspective of the provider, or the company, therefore missing the value that is created with these apps in the customer’s own domain according to the customer-dominant logic (CDL) approach. Design/methodology/approach: As compared with prior research, CDL requires a different type of research that is much more inclined towards customers and specific circumstances. This paper is positioned within CDL (Heinonen and Strandvik, 2015) and aims to quantitatively explore app usage in different customer contexts. Findings: Seven apps were tested in two different usage contexts: a social vs an individual context and a calm vs dynamic context. It was found that for the social vs individual context there was no difference; thus, managers should not pay too much attention to whether the user of the digital service is in a social context. For the calm vs dynamic social context, it was found that customers’ satisfaction, enjoyment, pleasure and their overall rating of an app were higher when the customer as in a tranquil vs dynamic context. Research limitations/implications: The proposed method provides a highly relevant way to approach app development from a CDL perspective. Practical implications: These findings provide evidence that context matters and that we should study customer behavior from a more integral and detailed perspective as has been advocated by CDL. Social implications: App research should incorporate a customer focused approach. This means that not only the customers’ needs need to be considered. The circumstances and context in which apps are used are highly relevant as well. Originality/value: This research uses a CDL approach to provide evidence about the consequences for app usage and satisfaction and shows the necessity of incorporating specific circumstances, customer experience and usage variables to a larger extend than has been advocated in the past.

Attentional strategies in the form of focused and defocused attention can be used for generating new product ideas. Focused attention refers to limiting the mental scope, whereas defocused attention refers to a widening of the mental scope. In two empirical studies, we investigate the effect of focused and defocused attentional strategies on the novelty, usefulness, and symbolism of the resulting product ideas and consumer response to these ideas. Study 1 shows that defocused (vs. focused) attention leads to ideas that are more novel, which in turn increases the desirability of these ideas to consumers. Study 2 replicates the link between defocus and novelty. Also, it shows that focused (vs. defocused) attention increases the usefulness of ideas, while defocused (vs. focused) attention increases the symbolic qualities of the product idea. Further, all three dimensions—novelty, usefulness, and symbolism—mediate the relationship between (de)focused attention and the desirability of a new product idea.

Purpose: Development of new products is important for firm success; however, firms often struggle to identify the best ideas from multiple options. The purpose of this paper is to study how innovators and early adopters can be used for identifying the best ideas, i.e. the ideas that appeal to mass-market customers. Design/methodology/approach: Two empirical studies were conducted. Study 1 concerned the development of a symbolic innovation, whereas Study 2 focused on a functional innovation. Each study consisted of two parts: idea generation and idea evaluation. In Study 1 there were 124 idea generators and 248 idea evaluators. In Study 2 there were 104 idea generators and 108 evaluators. Findings: Both studies demonstrate that innovators and early adopters are able to predict the ideas that appeal to mass-market customers. Yet, it was also shown that this prediction depends on the nature of the idea. In the case of ideas for products that are predominantly symbolic in nature (Study 1), innovators and early adopters predict the buying intentions of mass-market consumers via the perceived novelty of the idea. In turn, for ideas that are predominantly functional in nature, innovators and early adopters predict the buying intentions of mass-market consumers directly via buying intentions. Originality/value: These findings show that innovators and early adopters can be used for selecting the best ideas from a plethora of available options. This is the first time that innovators and early adopters have been empirically demonstrated to hold such a role.

The goal of this paper is to examine meaning as a component of creativity. We take a demand-based approach for conceptualizing meaning, and propose that it emerges from user needs instead of emerging from already existing creative solutions. Meaning is proposed as a third component of creativity, alongside novelty and usefulness. We test this proposition in a pre-study, and two empirical studies. In the pre-study, designers define creativity and provide examples of solutions that they deem creative. The results of the pre-study yield a 24-item scale for assessing creativity. Then, we conduct two empirical studies, in which we utilize the created scale for measuring creativity, and for examining the components arising thereof. In the first study, we ask creators (design engineering students) to generate ideas for one of two design briefs. Afterwards, creators were asked to rate their own creations, on the 24-item creativity scale. Here, we find a four-factor solution for creative outcomes, consisting of the dimensions novelty, usefulness, cleverness, and meaning. In the second study, we ask independent evaluators (individuals with related and relevant degrees) to assess the creators' work on the creativity scale. Here, we find a three-factor solution for creative outcomes, consisting of the dimensions novelty, usefulness, and meaning. In both studies, meaning emerged as a separate component of creativity. Additionally, in both studies, it accounted for variance that was unaccounted for by novelty and usefulness, thereby increasing the overall explanatory power of creative solutions. These findings strongly speak of meaning as a third component of creativity.

Purpose: The purpose of this paper is to focus on the potentially positive role of rumors in generating curiosity about new products, and further shows how this prior knowledge through rumors affects consumer responses to subsequent official preannouncements about these products. Design/methodology/approach: Building on the seminal work by Rogers (2003) on the innovation-adoption process, the authors examine how two factors – product newness (incremental vs radical) and rumor ambiguity (ambiguous vs unambiguous) shape consumer interest (curiosity) toward new products. Findings: Study 1 experimentally tests the assumption that incremental and radical new products may benefit from different types of rumors, and shows that radical new products benefit more from ambiguous rumors as compared to incremental new products in terms of increased curiosity toward the product. Study 2 links rumors to preannouncements, and shows that rumors set expectations that become confirmed or disconfirmed by preannouncements. The results show that the curiosity evoked by the rumor has a significant impact on purchase intentions toward the new product, especially when they are confirmed by the preannouncements about the same product. Originality/value: There is scant research investigating how rumors may shape consumer expectations about new products despite the prevalence of rumors in the marketplace, and this research provides a first outlook on the positive role that rumors play in the marketplace.