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An Integrative Approach to Innovation Management: Patterns of Companies’ Innovation Orientation and Customer Responses to Product Program Innovativeness: Neue Perspektiven der marktorientierten Unternehmensführung

Autor Nicolas Zacharias
en Limba Engleză Paperback – 8 sep 2011

Din seria Neue Perspektiven der marktorientierten Unternehmensführung

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Specificații

ISBN-13: 9783834933386
ISBN-10: 3834933384
Pagini: 97
Ilustrații: XVII, 97 p. 9 illus.
Dimensiuni: 148 x 210 x 10 mm
Greutate: 0.15 kg
Ediția:2011
Editura: Gabler Verlag
Colecția Gabler Verlag
Seria Neue Perspektiven der marktorientierten Unternehmensführung

Locul publicării:Wiesbaden, Germany

Public țintă

Research

Notă biografică

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.

Textul de pe ultima copertă

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.