By Nicolas Zacharias
Nicole Zacharias identifies 4 kinds of innovation orientation and exhibits that the main cutting edge businesses are financially now not the main winning. moreover, he investigates confident and detrimental consumer responses to various dimensions of innovativeness in addition to contingencies that will regulate those linkages.
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Extra info for An Integrative Approach to Innovation Management: Patterns of Companies' Innovation Orientation and Customer Responses to Product Program ... der marktorientierten Unternehmensführung)
First, our taxonomic approach recognizes that companies face resource constraints and exhibit different approaches to innovativeness. We explore typical patterns of innovation orientation and consider the various pathways to innovativeness in terms of their performance implications. , customer information acquisition activities). , Fang 2008; Hambrick 1983; Siguaw/ Simpson/Enz 2006), our approach provides an integrative analysis of patterns that consist of all three dimensions. Second, in recognition of the importance of sound conceptual grounds for taxonomies (Marks/Mathieu/Zaccaro 2001), our research contributes from a theoretical perspective.
The first major goal is the development of a theory-based taxonomy of companies’ innovation orientation. To accomplish this goal, the variables selected as necessary to describe patterns of innovation orientation are based on a strong theoretical foundation, which is often missing in extant research in this area. In particular, this thesis draws on configuration theory and boundary theory to extend the frequently used internal arrangements of companies by environmental uncertainty and boundaryspanning activities to more comprehensively capture the phenomenon.
Because of their knowledge about technical advances, they also assessed technological turbulence. The marketing managers’ questionnaires provided the names and addresses of 410 customer companies affiliated with 82 of the surveyed organizations. We undertook a third data collection step and contacted the customers through personalized letters and follow-up telephone calls. 33 customers per company). The customers provided information about their perceptions of product program innovativeness. In summary, our data collection procedure generated a total of 103 cases with responses from both marketing and R&D managers and 107 customer responses related to 46 companies.