Chapter III introduces the conceptual framework and the research hypotheses. First, success hypotheses are derived for the four innovation strategy dimensions: innovativeness, distance to core business, driver of innovation, and innovation field orientation. Subsequently, moderation hypotheses are developed for the two contingency variables, business strategy and environmental uncertainty. The chapter ends with an overview of all hypotheses tested in the empirical study.
KeywordsMarket Orientation Innovation Strategy Core Business Environmental Uncertainty Product Portfolio
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