Demystifying Learning Traps in a New Product Innovation Process. Good? Bad? or Both?

      Аннотация: This research book seeks to enhance understanding of the role of learning traps in the successful new product innovation process. Drawing on and adapting key concepts from organizational learning theory, particularly in the area of capability-rigidity theory, this research investigates how market orientation may create rigidity (known as learning traps or competency traps) that reduces innovation performance. Three types of competency traps (vision traps, technology traps, and routinization traps) are identified, and an integrated conceptual framework as well as new measures are developed to help researchers and managers identify and reduce the effect of learning traps in the new product development process. Entrepreneurial orientation and network learning are suggested as the remedies for managing the possible adverse effects.

Ключевые слова: Marketing, Innovation, Corporate Entrepreneurship, Entrepreneurship, Structural Equation Modeling, Institutional Theory, New Product Development, Marketing Strategy, marketing orientation, New Product Creativity, New product innovation, New Product Success, Radical Product Innovation, Incremental Innovation, New Product Development Speed, learning theory, Dynamic Capabilities Theory, Capability Rigidity Theory, Learning Traps, Competency Traps, Organization Inertia, Entrepreneurial Orientation, Network Learning, Questionnaire survey, questionnaire design, Cross-Sectional Field Stud, Scale Development, Measurement Development, New product performance