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By Nicolas Zacharias

Nicole Zacharias identifies 4 kinds of innovation orientation and exhibits that the main leading edge businesses are financially now not the main profitable. in addition, he investigates confident and adverse shopper responses to assorted dimensions of innovativeness in addition to contingencies that will regulate 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

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Including the external dimension also acknowledges the concept of equifinality with regard to the environment (Meyer/Tsui/Hinings 1993) because several different constellations may exist in comparable environmental settings (Gresov/Drazin 1997). Finally, decisions may be subject to fatal misjudgments if the Theoretical Background 19  decision makers fail to take environmental conditions into account (Miller/Friesen 1983). To elaborate on this environmental dimension, we draw on boundary theory.

However, boundary theory suggests that boundary-spanning activities foster companies’ performance, such that a promising pattern would be characterized by relatively high environmental uncertainty and high boundary-spanning activities (Katz/Kahn 1978). Companies faced with an uncertain environment experience regular changes in the market and technologies (Homburg/Workman/Krohmer 1999), which requires them to keep up with their changing environment and differentiate themselves from competitors by introducing innovations (Buganza/Dell'Era/Verganti 2009).

Extraordinary performance in the increase of innovativeness is rewarded by bonuses. 75/о 30 Study 1 – Patterns and Performance Outcomes of Innovation Orientation  Construct and Source Items Innovation Orientation of Culturea (Respondents: marketing managers) (adapted from Homburg/Pflesser 2000) Ɣ Values & Norms In our company, … … we particularly emphasize innovativeness and creativity. … we rate the flexibility of the employees very high. , related to products and/or processes). , in cases of massive customer complaints).

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