“…Hence, NPD is portrayed as a process of learning to acquire and exploit new knowledge as well as market opportunities (Adams, Day, & Dougherty, 1998;Atuahene-Gima & Murry, 2007;Shane, 2000). Two primary types of learning imbued into the NPD process are exploitation and exploration (Geiger & Makri, 2006;He & Wong, 2004;March, 1991;Rothaermel & Deeds, 2004). The form of learning determines the pattern by which a firm devotes effort and attention to NPD activities, which in turns influences its ultimate performance (Hurley & Hult, 1998;Kessler, Bierly, & Gopalakrishnan, 2000).…”