Market and Accounting Performance Measures for Predicting Corporate Innovation in Electronic Commerce
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Abstract
Existing financial paradigms fail to capture how disparate performance metrics endogenously drive radical versus incremental innovation within volatile electronic commerce ecosystems. This study evaluates the comparative predictive validity of market versus accounting measures in shaping corporate innovation typologies. We conducted a systematic literature review governed by the PRISMA protocol, utilizing a rigorous thematic qualitative synthesis of contemporary empirical data. The analysis reveals a profound structural asymmetry: historical accounting metrics effectively secure the internal liquidity indispensable for sustaining routine, incremental platform optimizations, yet systematically induce managerial myopia when evaluating extended digital investments. Conversely, prospective market valuations uniquely catalyze the executive risk tolerance necessary for radical technological disruptions, such as autonomous logistics, by shielding boards from immediate capital constraints. By synthesizing these divergent paradigms, this research conceptualizes an integrated framework fostering organizational digital ambidexterity. This offers corporate governance actionable strategies to harmonize fiscal discipline with monopolistic leadership across global digital business landscapes.
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