Performance implications of combining creative and imitative innovation strategies

Purpose The purpose of this study is to investigate the performance effects of pure innovation strategies (creative and imitative) versus the combination of the two innovation strategies (combination innovation strategy) and to determine whether implementing the combination innovation strategy produces an incremental performance benefit over the pure innovation strategies. Design/methodology/approach We used archival data from the Korea Innovation Survey (KIS) completed by a large sample of South Korea manufacturing firms and some financial data provided by the South Korea Science and Technology Policy Institute (STEPI). We used hierarchical multiple regression analysis to analyze the data from 486 firms. Findings The findings indicated that firms implementing any of the three innovation strategies of creative innovation, imitative innovation and combination innovation outperforms noninnovators. Results also show that while firms implementing the combination innovation strategy perform better than those implementing imitative innovation strategies, they do not significantly differ in performance from firms implementing the creative innovation strategy. Moreover, we find no performance difference between creative innovation and imitative innovation strategies. Practical implications The study highlights the importance of combination innovation strategies for manufacturing firms that rely on imitative innovation strategies to gain competitive advantage in the market. However, it demonstrates that firms that are successful in using creative innovation strategies must use their resources in exploiting that advantage. Originality/value Although extant studies have demonstrated the importance of both creative innovation and imitative innovation strategies in enhancing performance, it is not clear whether implementing both strategies at the same time has incremental value for firms. This study focusses on empirically examining the performance implications of creative innovation and imitative innovation strategies, and whether the pursuit of a combination innovation strategy (simultaneous pursuit of both innovation strategies) provides any incremental benefit is unique.