Commentary: Company Innovativeness: A Radically New Perspective on an Old Concept

The article highlights misconceptions around the concept of innovativeness and argues for a broader understanding that encompasses both inward and outward-looking perspectives. It emphasizes the importance of perceived innovativeness as influenced by marketing, innovation culture, leadership, and em...

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Bibliographic Details
Published in:	Journal of service research : JSR Vol. 27; no. 4; pp. 494 - 496
Main Author:	Kunz, Werner H.
Format:	Journal Article
Language:	English
Published:	Los Angeles, CA SAGE Publications 01-11-2024 SAGE PUBLICATIONS, INC
Subjects:	innovation marketing consumer perception company innovativeness
Online Access:	Get full text
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Summary:	The article highlights misconceptions around the concept of innovativeness and argues for a broader understanding that encompasses both inward and outward-looking perspectives. It emphasizes the importance of perceived innovativeness as influenced by marketing, innovation culture, leadership, and emotional connection with customers. This customer-centric viewpoint not only offers a fresh lens through which to evaluate firm innovativeness but also underscores its significant implications for innovation management and future research directions. Graphical Abstract
ISSN:	1094-6705 1552-7379
DOI:	10.1177/10946705241254744