Author： Stock Ruth
Publisher： Springer Publishing Company
ISSN： 0092-0703
Source： Journal of the Academy of Marketing Science, Vol.41, Iss.3, 2013-05, pp. : 283-299
Disclaimer: Any content in publications that violate the sovereignty, the constitution or regulations of the PRC is not accepted or approved by CNPIEC.
Abstract
In recent years, firms have invested considerably in programs to raise their innovativeness by inspiring employees with an innovation-oriented corporate culture. However, extant literature is inconclusive on how an innovation-oriented culture leads to increases in product program innovativeness (PPI). This study investigates this question by analyzing a multilayer model of innovation-oriented corporate culture, using data from three different informants: marketing managers, R&D managers, and customers. The effects of innovation-oriented values and norms on PPI are fully mediated by cultural artifacts. Therefore, values and norms must be transformed into specific artifacts to exert an influence on innovativeness. Furthermore, market dynamism and technological turbulence have opposite moderating effects on the relationship between innovation-oriented artifacts and PPI. Market dynamism weakens this relationship, whereas technological turbulence strengthens it.
Related content
Access to resources
Recommend
By Santos-Vijande María Leticia González-Mieres Celina López-Sánchez Jose Ángel
The Journal of Business and Industrial Marketing, Vol. 28, Iss. 2, 2013-01 ,pp. :
Successful New Product Pricing Practices: A Contingency Approach
Marketing Letters, Vol. 14, Iss. 4, 2003-12 ,pp. :