Journal of the Academy of Marketing Science

, Volume 44, Issue 2, pp 166–184 | Cite as

Open innovation, product portfolio innovativeness and firm performance: the dual role of new product development capabilities

  • Gaia RuberaEmail author
  • Deepa ChandrasekaranEmail author
  • Andrea Ordanini
Original Empirical Research


Despite a growing interest in the phenomenon of open innovation (OI), empirical evidence documenting the link between new product development capabilities, OI practices, and new product innovativeness is scarce. Eminent scholars have called for large-scale studies that systematically investigate the OI paradigm. Drawing on the knowledge-based view of the firm, new product development, and NPD capabilities literature streams, we conceptualize a framework in which OI practices are disentangled according to the stage of the new product development process in which they occur (development stage or commercialization stage). We identify two major types of OI practices: development-centric OI (which occurs in the development stage) and commercialization-centric OI (which occurs in the commercialization stage). Specific types of NPD capabilities—R&D, market information management, and launch—are expected to both influence the extent to which each OI practice is implemented and moderate the effect of each OI practice on product portfolio innovativeness and firm performance. The empirical analysis combines primary data from a survey of 239 firms with secondary data on innovation and financial outcomes. Our results support our hypotheses and indicate a need to differentiate among the different kinds of OI practices while elaborating on the complex role played by NPD capabilities in influencing OI practices.


Open innovation New product development Firm capabilities Firm strategy Technology and innovation Knowledge-based view External knowledge New-to-the-firm products Product innovativeness 



The authors thank Ram Ranganathan and Wim Vanhaverbeke for helpful suggestions on earlier versions of the paper.


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Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  1. 1.Department of MarketingBocconi UniversityMilanItaly
  2. 2.Department of MarketingUniversity of Texas at San AntonioSan AntonioUSA

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