Nowadays, radical product innovation is seen as the key determinant to acquire competitive advantage and regional industry updating. Although the Chinese firms are able to realize the emergence of radical innovation, due to lack of the Willingness To Cannibalize (WTC), innovative behaviors in organizations are still seldom in firms. Current researches have no cleared cut on the affected relationship between the internal structure of WTC and actual performance, therefore the solution to the dissonance between recognition and behaviors so-called paradox of recognition and behaviors is unable to given. By taking the concept of WTC as the start point, based on the correlative theoretical research on strategic orientation, WTC, and radical product innovation performance, an integrated conceptual framework about the mechanism of Radical Product Innovation Management (RPIM) is proposed. Corresponding variables and measurement method are chosen on the basis of the conceptual framework. In order to verify the hypotheses of research, a major survey of 198 top manager teams from biotechnology industry in Zhejiang Province of China is included. Structural equation model and reliability tests are used for data analysis which supports the interaction mechanism of strategic orientation, WTC, and innovation performance in RPIM. The results provide empirical evidence and suggestions for improving firms' product innovation capability through WTC.
Key words
WTC /
strategic orientation /
innovation performance /
radical product /
structural equation model
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