Chapter II introduces the central concepts of this study: innovation strategy and its relationship with firm performance. The chapter starts with definitions for strategy, innovation and innovation strategy. Moreover, exisiting innovation strategy typologies are reviewed and the conceptualization of innovation strategy for this study is derived. Subsequently prior studies on the innovation strategy – performance relationship are discussed. Last, the investigated contingencies are introduced together with the relevant literature.
KeywordsFirm Performance Innovation Performance Product Innovation Innovation Activity Market Orientation
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