Currently, the global market for subscription services is facing a crisis of approaching saturation, prompting increased attention to the Asia-Pacific region. Meanwhile, digital content subscription services in Japan are late in the game but are on a continuous upward trend, indicating...

Latecomer firms entering established industries face a pivotal strategic conundrum: Should they prioritize learning from industry leaders or directly compete against them? This paper examines two primary strategies that latecomers can adopt in response to this challenge. Each strategy emphasizes...

This study conceptualizes the novel concept of generative capability, a unique capability by which firms organize experiential learning activities to achieve fast and iterative innovation. Employing a mixed-method research design, we first explored the theoretical framework of generative...