“…This study highlights that decomposability could be an important antecedent of heterogeneous experimentation. Specifically, this study speaks to the burgeoning body of empirical literature on the role of decomposability and complexity in search (e.g., Chang, Eggers, & Keum, 2022; Jacobides & Tae, 2015; Natividad & Rawley, 2016; Piazzai & Wijnberg, 2019; Zhou, 2011). As Baumann et al (2019) note, to date, this theoretical work has been only incidentally complemented by empirical research, and the theoretical and empirical studies remain rather disconnected.…”