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.

Autorentext
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.

Inhalt

Patterns and Performance Outcomes of Innovation Orientation; Product Program Innovativeness and Customer Loyalty; Configuration Theory, Boundary Theory, and Information Economics; Implications for Research and Managerial Practice