Greasing the wheels or blocking the path? Organizational structure, product innovativeness, and new product success☆

•Firm-level product innovativeness is positively related to new product performance.•Organizational structure is an important factor in this commercialization phase.•Resistances within and outside the firm impede new product commercialization.•Low centralization and formalization help overcome resistances to new products.•Research context also helps to uncover drivers of effective export organizations.