An Integrative Approach to Innovation Management

Patterns of Companies’ Innovation Orientation and Customer Responses to Product Program Innovativeness

  • Authors
  • Nicolas Zacharias

Table of contents

  1. Front Matter
    Pages I-XVII
  2. Nicolas Zacharias
    Pages 1-13
  3. Nicolas Zacharias
    Pages 71-78
  4. Back Matter
    Pages 79-97

About this book


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.


B2B Marketing Configuration Theory Customer Loyalty Customer Relationship Management Information Economics

Bibliographic information

  • DOI
  • Copyright Information Gabler Verlag | Springer Fachmedien Wiesbaden GmbH, Wiesbaden 2011
  • Publisher Name Gabler
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8349-3338-6
  • Online ISBN 978-3-8349-7042-8
  • About this book