“…Consistent with prior research (e.g., Szymanski et al, 2007) With regard to the independent variables, we considered two innovation types. In line with previous research, we used binary variables to capture the firms' innovation activities (Cozza, Malerba, Mancusi, Perani, & Vezzulli, 2012;Hashi & Stojcic, 2013;Laursen & Salter, 2006;Therrien, Doloreux, & Chamberlin, 2011). Because only innovating firms are considered, we created two dummy variables and defined pure product innovation as the baseline.…”