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Exploring Customer Engagement and Sharing Behavior in Social Media Brand Communities: Curvilinear Effects and the Moderating Roles of Perceived Innovativeness and Perceived Interactivity: An Abstract Read chapter Read first chapter

2020 | OriginalPaper | Chapter

Opening the Innovation Process: The Interrelationship of Firm Reputation and Strategic Innovation Change

Authors : Todd Morgan, Michael Obal, Robert D. Jewell

Published in: Marketing Opportunities and Challenges in a Changing Global Marketplace

Publisher: Springer International Publishing

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Abstract

A key question facing firms today is should they integrate customers into their innovation processes and cocreate new products. This research examines how strategic change (e.g., closed to open innovation) impacts the attitudes of the periphery of customers and how a firm’s current innovation reputation impacts strategic change. The results show that firms will benefit by moving from closed to open innovation. This relationship is contingent on a firm’s current innovation reputation. When a firm has a high reputation for building innovative products, it should continue with its current strategy for innovation (i.e., regardless of open or closed). Conversely, having a low innovation reputation suggests that any change in strategy is good in order to overcome previous negative perceptions of the firm’s reputation.

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Metadata
Title
Opening the Innovation Process: The Interrelationship of Firm Reputation and Strategic Innovation Change
Authors
Todd Morgan
Michael Obal
Robert D. Jewell
Copyright Year
2020
Book
Marketing Opportunities and Challenges in a Changing Global Marketplace

Print ISBN: 978-3-030-39164-5

Electronic ISBN: 978-3-030-39165-2

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-030-39165-2_113