Purpose

An ambiguous environment indicates how rules and interests may not be outspoken or clear. In an emerging industry sector, such ambiguity may follow from different sets of rules to adapt to, changes to these rules, and how various parties surrounding a firm act based on these rules and individual interests, interaction goals, and priorities. The purpose of this paper is to describe and discuss how a company balances its relationships with others to achieve strategic intentions in an ambiguous environment. Specifically, the paper focusses on innovation in the biopharmaceutical sector in Taiwan.

Design/methodology/approach

The empirical part of the paper is based on a single case study portraying multiple parties surrounding an innovative Taiwanese biopharmaceutical firm.

Findings

The paper points to how partner selection and interaction are highly affected by the ambiguous environment. Ambiguity leads to transactional exchanges on the domestic level, while the focal firm engages in collaborative, relational interaction with international parties to accomplish innovations.

Originality/value

The paper contributes to literature on company strategies in emerging sectors with its specific focus on innovation strategies, and how a company balances ways of interacting based on an ambiguous environment. To Asian management research, contributions include an in-depth description of company-level strategizing in Taiwan.