Sholars and theorists have defined theories in varied ways and every different definition implies how theory can do wonders for us. Theories have been defined as “set of interrelated propositions” (Hoover, 1984), “set of systematic hunches” (Burgoon, 2012) “set of systematic generalization” (Severin & Tankard Jnr., 1982) “set of ideas” (McQuial, 1983).
These systematic concepts, notion or ideas explain, understand and predict events, phenomenon and situations (Hoover, 1984, McQuial, 1983, Garrison, 2000). Kerlinger (1979) defines a theory as “a set of interrelated constructs (variables), definitions, and propositions that presents a systematic view of phenomena by specifying relations among variables, with the purpose of explaining natural phenomena” . There are so many theories in the fields of social sciences but sometimes it becomes very difficult to give a strong theory because of lack of consensus on the definition of theory (Sutton & Staw, 1995)
What is theory? Why does theory matters? What does it do for us?
A theory is a systematic framework used to explain, predict, and understand phenomena. In the context of business, a theory provides a structured explanation for relationships between different variables, concepts, or events. Theories are based on empirical evidence, logic, and tested hypotheses, allowing researchers or managers to gain deeper insights into complex issues.
Components of a Theory:
- Concepts: Key ideas or building blocks of a theory (e.g., "market competition," "innovation").
- Relationships: Descriptions of how concepts interact with each other (e.g., innovation leads to competitive advantage).
- Propositions: Statements about the expected relationships between concepts (e.g., firms that innovate more frequently will have higher performance).

These theories provide a broad framework to explore and understand business performance from various angles, including internal resource management, external market forces, governance, and technology adoption. By combining different theoretical lenses, researchers can gain a comprehensive understanding of the determinants of business performance. When researching business performance in relation to innovation, various theories are often applied to explain how organizations innovate and how innovation impacts their performance. Some of the most widely used theories include:
1. Resource-Based View (RBV)
- Focus: RBV highlights how a firm’s internal resources, especially those that are valuable, rare, inimitable, and non-substitutable (VRIN), influence both innovation and performance.
- Application: It suggests that companies with unique resources (e.g., intellectual property, skilled workforce, technological assets) are better positioned to innovate, which in turn drives business performance
- Innovation Impact: Internal capabilities and resources drive incremental and radical innovation, which leads to competitive advantage and enhanced performance.
2. Dynamic Capabilities Theory
- Focus: This theory extends RBV by emphasizing the importance of a firm's ability to adapt and renew its resources in response to changing environments.
- Key Concept: Dynamic capabilities enable firms to innovate by sensing opportunities, seizing them, and transforming resources.
- Application: It is commonly used in research that examines how firms maintain competitive advantage through continuous innovation in volatile markets
3. Absorptive Capacity Theory
- Focus: Absorptive capacity refers to an organization’s ability to recognize the value of new information, assimilate it, and apply it for innovation.
- Key Concept: Firms with higher absorptive capacity are more likely to innovate effectively, which boosts their performance.
- Application: Research often links absorptive capacity to a firm’s innovation performance, especially in industries where knowledge acquisition and application are critical.
4. Innovation Diffusion Theory (IDT)
- Focus: Developed by Everett Rogers, IDT explains how innovations are adopted and spread within a social system.
- Key Concept: The rate of innovation adoption depends on factors such as relative advantage, compatibility, complexity, trialability, and observability.
- Application: Frequently used in research related to the adoption of technological innovations within organizations and their effect on business performance
5. Schumpeter’s Theory of Innovation
- Focus: Schumpeter emphasized the role of the entrepreneur and creative destruction in driving innovation.
- Key Concept: Innovation is a key driver of economic change and business success, as new products, processes, or business models replace outdated ones.
- Application: This theory is foundational in understanding how disruptive innovations impact firm performance by altering competitive landscapes
6. Open Innovation Theory
- Focus: Open innovation suggests that firms can and should use both internal and external ideas to advance innovation.
- Key Concept: By leveraging external networks, collaborations, and partnerships, firms can enhance their innovation capabilities and drive performance.
- Application: This theory is frequently used in research that explores the role of external collaboration (e.g., partnerships, crowdsourcing) in fostering innovation and improving business performance.
7. Stakeholder Theory
- Focus: Stakeholder theory argues that innovation is not just driven by the firm's internal capabilities but also by engaging with a wide range of stakeholders (customers, employees, suppliers).
- Key Concept: Firms that align their innovation strategies with stakeholder interests tend to perform better.
- Application: Used in research examining how stakeholder engagement and collaboration influence innovation outcomes and organizational performance.
8. Disruptive Innovation Theory
- Focus: Introduced by Clayton Christensen, this theory explains how innovations that start in niche markets can eventually disrupt established players.
- Key Concept: Firms that embrace disruptive innovation can leapfrog competitors, while incumbents that fail to adapt risk losing their market dominance.
- Application: Commonly used to analyze how disruptive business models and technologies affect firm performance, especially in rapidly changing industries.
9. Technology Acceptance Model (TAM)
- Focus: TAM explains the adoption and acceptance of new technologies based on perceived usefulness and perceived ease of use.
- Key Concept: Innovation performance often depends on how well a firm's employees and customers accept and integrate new technologies.
- Application: This model is applied in research focused on the adoption of technological innovations and their impact on business performance.
10. Blue Ocean Strategy
- Focus: This theory encourages businesses to create "blue oceans" of uncontested market space through innovation, rather than competing in overcrowded markets.
- Key Concept: Innovation leads to superior performance when firms differentiate themselves by creating new demand in untapped markets.
- Application: Used in research that investigates how business innovation strategies lead to performance improvement by moving beyond traditional competitive markets.
Conclusion
Theories such as the Resource-Based View, Dynamic Capabilities, and Absorptive Capacity are popular in exploring how internal resources and capabilities influence both innovation and business performance. Additionally, Open Innovation and Schumpeter’s Theory are widely applied to study the impact of collaboration and entrepreneurial innovation on firm success. These theories provide a robust framework for understanding how firms innovate and drive performance in competitive markets.