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. in addition, he investigates optimistic and adverse purchaser responses to various dimensions of innovativeness in addition to contingencies that would regulate those linkages.
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Additional resources for An Integrative Approach to Innovation Management: Patterns of Companies' Innovation Orientation and Customer Responses to Product Program ... der marktorientierten Unternehmensführung)
The other internal arrangements achieve medium scores. Together, these findings indicate a top-down management approach, in which innovation orientation is mainly pushed down through the organization, with a general lack of interaction with customers (Ginsberg 1997). The innovation orientation of culture and HR systems might be complex to align in this setting and thus may lag. , ROI and ROS). In Table 2-6, we provide statistics for all outcome variables. 073 Notes: Reported values are mean values.
This type also achieves the lowest ranking for boundary-spanning activities and several internal arrangements, including the innovation orientation of HR systems and culture. With regard to the overall pat- Results 37 tern, the emphasis on the innovation orientation of strategy and structures/processes suggest a centralized, structure-driven innovation orientation. However, these companies do not implement a company-wide innovation orientation, and they avoid customer information acquisition activities, which implies that they mainly focus on internal sources of innovativeness.
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. To assess nonresponse bias, we compared early and late respondents (Armstrong/Overton 1977) and found no significant differences with regard to the core constructs or outcome variables. Therefore, nonresponse bias does not appear to be an issue.