Purpose

This paper aims to understand how firms promote innovation under disruptive technology by exploring the role of trust and risk-taking behaviour in enhancing product development towards competitive advantage.

Design/methodology/approach

This study proposes a structural equation model that entails seven hypotheses for the constructs and their relationship with support from the previous literature. The empirical analysis involves a survey of the 390 small firms in Indonesia to generate four scenarios following the COVID-19 pandemic.

Findings

The evidence indicates that trust allows the firms to take a risk for new product development, which is, in turn, help to achieve their competitive advantage. However, the impact of product development on competitive advantage varies depending on the capability of the firms to deal with the information technological turbulence.

Research limitations/implications

This study adopted the concept of trust at the organisational level and did not cover the concept of trust at the family and community levels. Secondly, this study focusses on small and medium-sized enterprises as unit analysis during the COVID-19 pandemic. The results depend on the subject of study, which could be different from the normal condition.

Practical implications

This study provides four scenarios of foresight innovation strategy, which allow the firms to deal with various plausible futures. The proposed model devise strategies to prepare a strategy in the face of uncertainty. The findings encourage the firms to cultivate trust from their business partners to create innovation.

Originality/value

This study extends the discussion on how innovativeness leads to firm competitive advantage by examining the role of trust and risk-taking behaviour in product development under information technological turbulence. The results confirm the integration between social capital theory and the contingency approach.

中文翻译：

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COVID-19 大流行之外的创新战略：信任在颠覆性技术下的作用

目的

本文旨在通过探索信任和冒险行为在增强产品开发以实现竞争优势方面的作用，了解企业如何在颠覆性技术下促进创新。

设计/方法/方法

本研究提出了一个结构方程模型，该模型包含七个关于结构的假设及其与先前文献支持的关系。实证分析涉及对印度尼西亚 390 家小公司的调查，以在 COVID-19 大流行之后产生四种情景。

发现

证据表明，信任使公司能够承担新产品开发的风险，这反过来又有助于实现其竞争优势。然而，产品开发对竞争优势的影响取决于企业应对信息技术动荡的能力。

研究限制/影响

本研究采用了组织层面的信任概念，并未涵盖家庭和社区层面的信任概念。其次，本研究侧重于在 COVID-19 大流行期间将中小企业作为单位分析。结果取决于研究对象，可能与正常情况不同。

实际影响

本研究提供了四种前瞻性创新战略情景，使公司能够应对各种可能的未来。所提出的模型设计策略来准备面对不确定性的策略。调查结果鼓励公司培养来自商业伙伴的信任以创造创新。

原创性/价值

本研究通过检验信息技术动荡下产品开发中信任和冒险行为的作用，扩展了关于创新如何导致企业竞争优势的讨论。结果证实了社会资本理论与权变方法之间的整合。