An Integrative Approach to Innovation Management: Patterns of Companies’ Innovation Orientation and Customer Responses to Product Program Innovativeness
Nicole Zacharias identifies four different types of innovation orientation and shows that the most innovative companies are financially not the most successful. Furthermore, he investigates positive and negative customer responses to different dimensions of innovativeness as well as contingencies that might alter these linkages.
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2 Study 1 Patterns and Performance Outcomes of InnovationOrientation1
3 Study 2 Different Dimensions of Product Program Innovativenessand Their Effects on Customer Loyalty2
4 Conclusions of the Thesis
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Academy of Management Academy of Marketing analysis assessed association with innovativeness Atuahene-Gima boundary theory boundary-spanning activities brand association cluster cluster analysis company’s conceptualization configuration theory constructs creativity culture customer information acquisition customer integration customer loyalty customer responses different dimensions dimensions of innovativeness dimensions of product discriminant validity empirical environment equifinality financial performance Firm HR systems industry information asymmetry information economics inno innovation orientation innovation research innovativeness and financial innovativeness e.g. internal arrangements investigated Journal of Marketing Journal of Product Management Review managerial practice Market Orientation market-related dynamism marketing managers Marketing Research Marketing Science Meyer/Tsui/Hinings 1993 Moderating offer Open Innovation organizational patterns of companies patterns of innovation performance implications performance outcomes perspective Product Innovation Management product program innovativeness product program meaningfulness products/services R&D managers regression analysis Strategic Management Journal strategic orientations structures/processes Szymanski/Kroff/Troy 2007 technological turbulence thesis tomers top-down innovators U.S. Census Bureau variables