By Nicolas Zacharias
Nicole Zacharias identifies 4 sorts of innovation orientation and indicates that the main leading edge businesses are financially no longer the main winning. additionally, he investigates optimistic and adverse buyer responses to assorted dimensions of innovativeness in addition to contingencies that will adjust those linkages.
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Additional info for An Integrative Approach to Innovation Management: Patterns of Companies' Innovation Orientation and Customer Responses to Product Program Innovativeness
Technological turbulence represents the rate of technological change in the industry (Jaworski/Kohli 1993). Markets with high market-related dynamism and/or technological turbulence require companies to keep up with their changing environment by introducing innovations into the market. If environmental uncertainty is high, companies need innovations to differentiate themselves from competitors. Thus, companies are pushed to pursue high product program innovativeness in highly uncertain environments (Buganza/Dell'Era/Verganti 2009), which heightens the value of new products for customers in these markets.
Calantone/ Chan/Cui 2006; Danneels/Kleinschmidt 2001). , Clark/Varadarajan/Pride 1994; Kelly/Kranzberg 1975). , Magnusson/Matthing/Kristensson 2003; Nambisan 2002). Second, customer-related boundaries may establish a communication platform that increases customer acceptance of new products (Schatzel/Calantone 2006; Sorescu/Shankar/Kushwaha 2007). , Calantone/Chan/Cui 2006; Danneels/Kleinschmidt 2001; Hauser/Tellis/ Griffin 2006). Thus, configuration and boundary theory both contribute to this study: Configuration theory indicates the need to consider internal and external elements to attain an integrated view of organizations.
Second, in recognition of the importance of sound conceptual grounds for taxonomies (Marks/Mathieu/Zaccaro 2001), our research contributes from a theoretical perspective. , Ketchen/Thomas/Snow 1993; Miller 1987; Vorhies/Morgan 2003) and boundary theory (Aldrich/Herker 1977) to deduce the major dimensions for investigating innovation orientation and reason theoretically why these dimensions may be relevant. Rarely have these theories been applied together to explore marketing or innovation management phenomena.