PENGARUH REGULATORY FOCUS, TEMPORAL DISTANCE DAN STRATEGIC ORIENTATION TERHADAP KEPUTUSAN PERUSAHAAN PADA STRATEGI INOVASI DAN IMITASI SERTA KONSEKUENSINYA PADA KINERJA PERUSAHAAN

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ABSTRACT This research aims to test effect of strategic orientation if they are associated with temporal distance and regulatory focus in the choices of imitation, innovation and ambidextrous strategy, and then we test consequences of this strategy to firm performance in the future. To test this study, research use two experimental studies to distinguish the independent variable in each study. First study use experiment of different strategic orientation and temporal distance. And the second study use different strategic orientation and regulatory focus as independent variables. These experiments use between subject method on a set of 240 masters degree student of Magister Management Airlangga University and Gajah Mada University as participant. The result shows that main effect of strategic orientation and temporal distance can make different strategic choice of innovation and imitation strategy. But, the interaction of temporal distance and market orientation cannot make significant difference choice of innovation, imitation and ambidextrous strategy. In these study regulatory focus failed to distinguish the choice of innovation and imitation strategy, this make interaction of regulatory focus and strategic orientation failed to distinguish the choice of imitation, innovation and ambidextrous strategy. This may caused by dynamic external industry of smart phone. Future firm performance of each study has different result. First study shows that innovation strategy will have better firm performance, but second study shows that ambidextrous strategy will have better firm performance in the future. Keywords: temporal distance, strategic orientation, regulatory focus, imitation, innovation, ambidextrous, and firm performance.