By Nicolas Zacharias
Nicole Zacharias identifies 4 kinds of innovation orientation and indicates that the main leading edge businesses are financially no longer the main winning. moreover, he investigates confident and adverse buyer responses to diverse dimensions of innovativeness in addition to contingencies that may 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 Innovativeness
073 Notes: Reported values are mean values. 05), according to Duncan’s and Waller’s multiple-range test. Means in the highest bracket are assigned a, means in the next lower bracket b, and so forth. The results reveal that several patterns of innovation orientation are equally successful regarding product program innovativeness and financial performance. Integrated innovators, proactive customer-oriented innovators, and top-down innovators achieve the same high level of innovativeness with regard to product program newness.
Iyer/Davenport 2008; Kanter 2006) and researchers identify a broad set of innovation drivers—from strategy, structures, and culture to the management of customer boundaries—that might enhance that innovativeness. Although many of these activities appear promising, companies generally confront a dilemma: Their resource constraints prevent them from investing in all innovation drivers in parallel and force them instead to focus on the most important drivers. But which most promising factors combine most effectively to lead to superior innovativeness?
We also employed formative measurement models—which are appropriate when the constructs provide a summary index of observed dimensions that define and determine the construct (Diamantopoulos/Winklhofer 2001; Jarvis/ MacKenzie/Podsakoff 2003)—for the artifact dimension (circulation of stories, arrangements, and rituals; Homburg/Pflesser 2000), as well as for the multidimensional constructs. These are namely innovation orientation of structures/processes (determined by structures and processes), innovation orientation of HR systems (recruiting, development, appraisal, and rewards; Atuahene-Gima 1996b; Harris/Ogbonna 2001), and innovation orientation of culture (innovation orientation of values, norms, and artifacts; Homburg/Pflesser 2000).
An Integrative Approach to Innovation Management: Patterns of Companies' Innovation Orientation and Customer Responses to Product Program Innovativeness by Nicolas Zacharias