An Integrative Approach to Innovation Management
Patterns of Companies' Innovation Orientation and Customer Responses to Product Program Innovativeness
1. Auflage
Erschienen am 27. August 2011
XVII, 97 Seiten
978-3-8349-7042-8 (ISBN)
Beschreibung
Despite the critical role that managers ascribe to innovation, the high failure rates of newly introduced products indicate that success is difficult to achieve. Nicolas Zacharias addresses this challenge using an integrative approach that deals with the complex organizational antecedents and the customer-related outcomes of product program innovativeness. In his empirical analyses with data from B2B companies, he 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.
Weitere Details
Weitere Ausgaben
Person
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.
Inhalt
- Intro
- Series Foreword
- Foreword
- Acknowledgements
- Contents
- List of Figures
- List of Tables
- List of Abbreviations
- 1 Introduction
- 1.1 Relevance of the Thesis
- 1.1.1 Managerial Relevance
- 1.1.2 Scientific Relevance
- 1.2 Major Goals of the Thesis
- 1.3 Structure of the Thesis
- 2 Study 1 - Patterns and Performance Outcomes of InnovationOrientation1
- 2.1 Introduction to Study 1
- 2.2 Theoretical Background
- 2.3 Framework and Hypotheses
- 2.3.1 Framework of the Study
- 2.3.2 Hypotheses
- 2.4 Methodology
- 2.4.1 Data Collection
- 2.4.2 Measurement Procedure
- 2.4.3 Validation with Customer Data
- 2.4.4 Cluster Analysis
- 2.5 Results
- 2.5.1 Interpretation of Patterns of Innovation Orientation
- 2.5.2 Performance Outcomes of Innovation Orientation Patterns
- 2.5.3 Interpretation of Performance Outcomes of Innovation Orientation
- 2.6 Discussion
- 2.6.1 Implications for Research
- 2.6.2 Implications for Managerial Practice
- 2.6.3 Limitations and Avenues for Further Research
- 3 Study 2 - Different Dimensions of Product Program Innovativenessand Their Effects on Customer Loyalty2
- 3.1 Introduction to Study 2
- 3.2 Two Dimensions of Product Program Innovativeness
- 3.3 Conceptual Background
- 3.3.1 Information Economics
- 3.3.2 Study Framework
- 3.3.3 Main Effects Hypotheses
- 3.3.4 Moderating Effects Hypotheses
- 3.4 Methodology
- 3.4.1 Data Collection
- 3.4.2 Measurement Procedure
- 3.4.3 Hypotheses Testing Procedure of Study Framework
- 3.5 Results
- 3.6 Discussion
- 3.6.1 Research Implications
- 3.6.2 Managerial Implications
- 3.6.3 Limitations and Avenues for Further Research
- 3.7 Conclusion
- 4 Conclusions of the Thesis
- 4.1 Research Contributions of the Thesis
- 4.2 Concluding Remarks for Managerial Practice
- References
