Abstract
Accomplishing successful new product innovation is essential for the growth, sustainability, and success of firms because it represents an important and valuable dynamic capability which can result in a competitive advantage. However, new product innovation is characterized by high stakes, risks, and uncertainty. This research develops a cognitive framework aimed at providing a nuanced understanding of cognitive factors that are linked both directly and indirectly to new product innovation performance. The model developed and tested here posits that a resource-induced coping heuristic mindset can promote innovative behavior, which, in turn, can aid new product innovation. Additionally, we found these relationships are moderated by cognitive adaptability and entrepreneur curiosity.
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