Many manufacturing and service companies extend their product lines by pursuing different domain NPI (new product introduction), that is, manufacturers launching new services and service firms venturing into new goods. Little is known about how this innovation approach compares to firms focusing on same domain NPI, that is, manufacturers launching new goods and service firms introducing new services. This research investigates these innovation approaches at the firm level using a set of archival data for the period 2006-2008, which comprises 16,735 manufacturing and service firms from 11 European countries. Our results show no statistical difference in innovation revenue performance between same and different domain NPIs. Both categories of firms gained about 13-14% higher perfor-