New product creativity and alliance ambidexterity : the moderating effect of causal ambiguity

Purpose: There has been little research discussing the role that new product creativity plays in achieving alliance ambidexterity and how causal ambiguity may be a potential moderator in the association between new product creativity and alliance ambidexterity. The purpose of this study is to identify the contingent role of causal ambiguity and examine the relationships between new product creativity, causal ambiguity and alliance ambidexterity. Design/methodology/approach: In this empirical study, a questionnaire approach is used to collect data, and moderated structural equation modeling is used to test the hypotheses. Findings: The findings indicate that new product creativity has a positive influence on alliance ambidexterity, whereas causal ambiguity moderates these associations. When causal ambiguity increases, the positive impact of new product creativity on alliance ambidexterity is attenuated. Research limitations/implications: This study integrates the ambidexterity literature and the alliance literature by applying the concept of ambidexterity to a strategic alliance context. The moderating role of causal ambiguity echoes previous research postulating causal ambiguity as a barrier to knowledge transfer in alliances. Given a higher level of causal ambiguity, firms face more difficulty when they attempt to develop new product creativity to achieve the desired level of alliance ambidexterity. Practical implications: Managers could initiate incentive programs and build supportive environments that facilitate new product creativity. Firms will be capable of elaborating the potential of new product creativity to further facilitate alliance ambidexterity. Managers need to pay attention to causal ambiguity that may have a moderating influence on the relationship between new product creativity and alliance ambidexterity. Originality/value: This study contributes to the synthesis of new product creativity and alliance ambidexterity and helps scholars and managers to better understand the moderating effect of causal ambiguity in the context of the innovation and ambidexterity literature.