An Integrative Approach to Innovation Management: Patterns of Companies’ Innovation Orientation and Customer Responses to Product Program Innovativeness

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Springer Science & Business Media, Aug 27, 2011 - Business & Economics - 97 pages
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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Contents

1 Introduction
1
2 Study 1 Patterns and Performance Outcomes of InnovationOrientation1
15
3 Study 2 Different Dimensions of Product Program Innovativenessand Their Effects on Customer Loyalty2
45
4 Conclusions of the Thesis
71
References
79
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About the author (2011)

Dr. Nicolas Zacharias completed his doctoral dissertation under the supervision of Prof. Dr. Ruth Stock-Homburg at the Department of Marketing & Human Resource Management at the Technische Universität Darmstadt.

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