Exploration and exploitation across three resource classes : Market/customer intelligence, brands/bonds and technologies/processes

Purpose – Long‐run corporate success requires engagement in two types of innovative activities: exploitation and exploration. However, earlier research has focused on exploration and exploitation concerning a firm's technologies. The purpose of the present article is to explicitly examine exploration and exploitation related to customers and markets. Design/methodology/approach – The article is conceptual in nature, based on marketing, strategic management, and organization literatures. Findings – The article explains the logic of exploration‐exploitation with respect to two market‐related resource classes – the firm's knowledge of markets and customers (market/customer intelligence) and market actors' knowledge of and bonds to the firm (brands/bonds) – as viewed in combination with the resource class of technologies, processes, and products (technologies/processes). The distinction of these three resource classes enables a three‐dimensional conceptualization of the ideal types of a firm's business development projects, which are seen as combinations of exploration and exploitation of resources across the three classes. The article also introduces the notions of multidimensionality of exploration‐exploitation within the resource classes and relativity of resource newness. Originality/value – The article explicates how firms can orient their exploration and exploitation strategies not only on the technology dimension but also on the dimensions of market/customer intelligence and brands/bonds.