Chutzpah and Its Linkage to Marketing Innovation, and Performance

In a business and economic world now characterized by reduced (and therefore more carefully allocated) consumer spending power, competition is cut-throat and dynamic. In this context, commercial organizations require competitive advantages to survive and grow. One key to competitiveness and success is innovation. Most studies of innovation, however, focus on the process and/or outcomes of innovation. Little is still known about what makes innovation successful in developing competitive advantages. In addition, while past research in innovation concentrated on technological breakthroughs and new product development, successful innovation increasingly characterizes the whole management and organizational process, and strategy. We propose the term Chutzpah as means of implementing marketing innovativeness. We aim at identifying the elements of Chutzpah by conducting an exploratory study based on a preliminary qualitative research, and a second quantitative research, in the advertising context. Our results substantiate the relevancy of Chutzpah to marketing innovation and also its impact on marketing performance.