Role of Strategic Orientation in Product Innovation Research Project "A New Measurement for Ambidexterity" During the last decades, studies in the area of business administration have increasingly focused on the effects of the organizational learning activities 'exploration' and 'exploitation' as well as on 'ambidexterity' as a combination of these both. The proposition that striving for ambidexterity leads to superior firm performance has become generally accepted. In this research we analyze the conceptualization of the construct ambidexterity in collaboration the Rensselaer Polytechnic Institute and the Boise State University. Research Project "Antecedents and Product Innovation Performance Consequences of Ambidexterity at Project Level" In this research project we investigate the impact of strategic orientations at the firm level on ambidexterity at the project level and analyze the performance consequences of ambidexterity at the project level. This research is also conducted in collaboration the Rensselaer Polytechnic Institute and the Boise State University.