Built upon organizational ambidexterity theory, this study provides a new perspective in managing technological and marketing innovation. It distinguishes between simultaneous and sequential patterns of innovation within a firm and takes a longitudinal approach in examining the differential effects of these two ambidextrous patterns of innovation on firm performance. Further, this study investigates the contingent roles of internal product scope and external market dynamism on the above relationships. Using panel data from 158 U.S. firms over 26 years, we find that both simultaneous and sequential patterns are positively associated with firm performance. Further, our findings indicate that a broader product scope strengthens the effect of the simultaneous pattern on firm performance, while weakening that of the sequential pattern on firm performance. When market dynamism increases, the effect of the simultaneous pattern on firm performance is strengthened, while that of the sequential pattern is weakened. Our findings offer managers guidance on the choice of innovation patterns under certain contingencies and how to better manage technological and marketing innovation over time.

基于组织歧义理论，本研究为管理技术和营销创新提供了新的视角。它区分了企业内部创新的同时模式和顺序模式，并采用纵向方法研究了这两种灵活性的创新模式对企业绩效的不同影响。此外，本研究调查了内部产品范围和外部市场动力对上述关系的偶然作用。使用26年中来自158家美国公司的面板数据，我们发现同步模式和顺序模式均与公司绩效呈正相关。此外，我们的发现表明，更广泛的产品范围增强了同时模式对公司绩效的影响，同时削弱了公司绩效的顺序模式。当市场活力增强时，同时模式对企业绩效的影响会增强，而顺序模式对企业绩效的影响会减弱。我们的发现为管理人员提供了有关在某些情况下如何选择创新模式以及如何随着时间的推移更好地管理技术和营销创新的指导。