Over the last 40 years a variety of typologies have been developed regarding innovation strategies for new product development.  This paper is the starting point for exploring possible antecedents of the various types of innovation strategies, and which strategies may lead to higher levels of commercial success.  The results of a previous study are presented, which examined market performance and the new product development portfolio mix with the following antecedents: proactive and responsive market orientation, organizational culture, and resources allocated towards R&D.  What is missing from this study is the nature of the innovation effort, in terms of which innovation strategies were used for exploiting current markets versus pursuing new markets.  Of particular interest is the Architectural approach (Henderson and Clark, 1990), whereby the relationships between existing components are reconfigured in such a way that the resulting system design offers compelling new functionality and utility.  This approach can be directed towards enhancing product performance in existing markets, or towards developing new markets.  Future studies will include the nature of the new products in the portfolio based on innovation strategies, and compare success in new markets using an architectural approach, as opposed to a more invention driven radical approach.