By Nicolas Zacharias
Nicole Zacharias identifies 4 sorts of innovation orientation and exhibits that the main leading edge businesses are financially no longer the main winning. moreover, he investigates optimistic and detrimental purchaser responses to varied dimensions of innovativeness in addition to contingencies that would regulate those linkages.
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Extra resources for An Integrative Approach to Innovation Management: Patterns of Companies' Innovation Orientation and Customer Responses to Product Program ... der marktorientierten Unternehmensführung)
A large number of new product ideas have been made possible through technological breakthroughs in our industry. 54/о Methodology 31 Construct and Source Items Customer Information Acquisition Activitiesa (Respondents: marketing managers) (adapted from Jaworski/Kohli 1993) In our company, we meet with customers at least once a year to find out what products and services they will need in the future. Our products/services are strongly influenced by customers during their development. Individuals from our R&D department interact directly with customers to learn how to serve them better.
Garcia/Calantone 2002; Szymanski/Kroff/Troy 2007). Product program meaningfulness (also known as value, usefulness, utility, or advantage; Fang 2008; Szymanski/Kroff/Troy 2007) is the superiority of new products in terms of their quality and benefits (Calantone/Chan/Cui 2006). 22 Study 1 – Patterns and Performance Outcomes of Innovation Orientation The financial performance outcomes consist of returns on investment (ROI) and return on sales (ROS). , Hult/Ketchen 2001; Noble/Sinha/Kumar 2002).
New competitors. 54/о Technological Turbulence a (Respondents: R&D managers) (according to Jaworski/Kohli 1993) The technology in our industry is changing rapidly. Technological changes provide big opportunities in our industry. It is very difficult to forecast where the technology in our industry will be in the next 2 to 3 years. A large number of new product ideas have been made possible through technological breakthroughs in our industry. 54/о Methodology 31 Construct and Source Items Customer Information Acquisition Activitiesa (Respondents: marketing managers) (adapted from Jaworski/Kohli 1993) In our company, we meet with customers at least once a year to find out what products and services they will need in the future.