The Fit Between Value Proposition Innovation and Technological Innovation in the Digital Environment: Implications for the Performance of Startups

In recent years, an emerging stream of research suggests that firms should use technological innovation and business model innovation harmoniously to maximize firm performance. In order to enrich the scholarly conversation on the fit between technological innovation and business model innovation, drawing insights from the dynamic capabilities perspective, this paper examines the fit between value proposition innovation and technological innovation (exploitative versus explorative) for the performance of startups in the digital environment. Based on on-site survey data of 285 digital startups in one of the world's largest digital economies, we find that explorative innovation strengthens the positive impact of value proposition innovation on the performance of startups, whereas exploitative innovation weakens this positive effect. Furthermore, these moderating effects are magnified in a highly uncertain demand environment. These findings inject fresh insights into existing scholarly conversation on the fit between technological innovation and business model innovation by offering a dynamic capabilities perspective and by extending it to an increasingly digital business environment.