Abstract
We distinguish between digital innovation in the product and process stages of innovation. We frame this study in the context of strategic orientation of the firm: proactive vs reactive and market vs technology orientation. Using GSEM on 331 responses of a comprehensive global NPD survey in industrial firms studying the use and adoption of four digital technologies—artificial intelligence, virtual / augmented reality, simulation tools, and additive manufacturing—we find that digital innovation mediates the relationship between market/technology orientation and product innovation success.
| Original language | English |
|---|---|
| Publication date | 25. Jun 2025 |
| Number of pages | 39 |
| Publication status | Published - 25. Jun 2025 |
| Event | DRUID25 - Rotman School of Management, University of Toronto, Toronto, Canada Duration: 25. Jun 2025 → 27. Jun 2025 https://conference.druid.dk/Druid/?confId=69 |
Conference
| Conference | DRUID25 |
|---|---|
| Location | Rotman School of Management, University of Toronto |
| Country/Territory | Canada |
| City | Toronto |
| Period | 25/06/2025 → 27/06/2025 |
| Internet address |
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