By Nicolas Zacharias

Nicole Zacharias identifies 4 types of innovation orientation and indicates that the main cutting edge businesses are financially now not the main winning. additionally, he investigates optimistic and damaging purchaser responses to assorted dimensions of innovativeness in addition to contingencies that would adjust 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)

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Are better focused on the generation of innovations than the processes of our competitors. … facilitate innovations to a high degree. Innovation Orientation of HR Systemsa (Respondents: marketing managers) (adapted from Huang 2000; Khatri 2000) Competencies for the management of innovations are an important Ɣ Recruiting criterion for recruiting. We expect high innovativeness and creativity from our new employees. During the recruiting process, we test applicants for innovativeness and creativity.

Drucker 1970; Engelland/Summey 1999), the continuous creation of new products, and proactive competitive positioning (Cooper/Woo/Dunkelberg 1989). Thus, an innovation orientation of strategy might contribute to a pattern associated with product program innovativeness (Gatignon/Xuereb 1997). , Meyer/Tsui/ Hinings 1993; Vorhies/Morgan 2003). Among these elements, structures/processes, HR systems, culture, and leadership form the major formal and informal configuration variables. Innovation orientation of structures/processes entails the degree to which structural and procedural elements promote the generation of innovations (Olson/ Walker/Ruekert 1995; Subramanian/Nilakanta 1996).

We averaged the customer responses for each company into a single group composite value for our subsequent data analysis (Van Bruggen/Lilien/ Kacker 2002). In addition, we correlated the marketing managers’ assessments of the different product program innovativeness outcomes with the equivalent constructs from the customer data. 01), in support of the validity of the managers’ perceptions. , Bunn 1993; Cannon/Perreault 1999). The clustering procedure consists of four stages: eliminate statistical outliers, identify the number of clusters, assign observations to clusters, and assess the stability of the cluster solution.

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