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Innovation-branding: should all firms be equally ambidextrous?

Audhesh K. Paswan (Department of Marketing, Logistics and Operations Management, G. Brint Ryan College of Business, University of North Texas, Denton, Texas, USA)
Francisco Guzmán (Department of Marketing, Logistics and Operations Management, G. Brint Ryan College of Business, University of North Texas, Denton, Texas, USA)
Zhi Pei (Department of Marketing and Business Analytics, College of Business, Texas A&M University-Commerce, Commerce, Texas, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 3 August 2020

Issue publication date: 21 May 2021

681

Abstract

Purpose

The fundamental question asked in this study is – should all firms engage in innovation and branding activities to the same extent to achieve their goals? The purpose of this paper is to answer this question, a strategic typology that integrates branding and innovation (BI) from an organizational ambidexterity perspective is proposed.

Design/methodology/approach

This paper builds theory by proposing a typology. Integrating the literature on BI, organizational ambidexterity and resource/knowledge-based view of firms, this study posits that to create a value proposition, a firm could choose to engage in innovation and branding activities in a variety of ways depending on their dominant strategic orientation along two dimensions of ambidexterity.

Findings

The four proposed typical branding-innovation orientations are low innovation × low branding; low innovation × high branding; high innovation × low branding; and high innovation × high branding.

Practical implications

A firm should choose its dominant strategic orientation depending on conditions such as market, consumers, needs and demand and resources.

Originality/value

By framing the innovation-branding paradox within an organizational ambidexterity framework, the proposed typology helps integrate two complementary and yet conflicting organizational functions by shifting the focus from an operational to a strategic level.

Keywords

Citation

Paswan, A.K., Guzmán, F. and Pei, Z. (2021), "Innovation-branding: should all firms be equally ambidextrous?", Journal of Product & Brand Management, Vol. 30 No. 5, pp. 754-767. https://doi.org/10.1108/JPBM-07-2019-2476

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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