Efectos de la estrategia de innovación en el éxito de los nuevos productos: el papel moderador del entorno

Abstract

The purpose of this article is to analyse the relationship between an innovation versus imitation strategy on new product success. Furthermore, an analysis is made on whether the type of innovation mediates that relationship and whether environmental conditions (market dynamism and technological turbulence) moderate it. Our findings for a sample of 249 firms show that, compared with an imitation strategy, an innovation strategy leads to better new product success, and that environmental conditions moderate that relationship. Furthermore, we find evidence of the mediating effect of the type of innovation but only for incremental innovations.