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Moreover, with a primary focus of entrepreneurially oriented firms on innovation, integrating customers into the NPD process may reduce the associated risk involved with developing more innovative products that have higher failure rates.
Alternatively, EO firms will have developed the capabilities to match their strategic philosophy of innovative products that develop new product markets, thus reducing their reliance on customer participation for new product co-creation.
Entrepreneurially oriented firms are known focus on proactive actions to develop innovative products to unseat competitors and shape the competitive landscape.
Furthermore, the results of the study show that as EO firms become older they may develop the necessary capabilities to focus on internal NPD to develop the competitive landscape with innovative products.
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