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2020 | OriginalPaper | Buchkapitel

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

verfasst von : Todd Morgan, Michael Obal, Robert D. Jewell

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

Verlag: 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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Titel: Opening the Innovation Process: The Interrelationship of Firm Reputation and Strategic Innovation Change
verfasst von: Todd Morgan
Michael Obal
Robert D. Jewell
Verlag: Springer International Publishing
Buch: Marketing Opportunities and Challenges in a Changing Global Marketplace
Print ISBN: 978-3-030-39164-5

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

Copyright-Jahr: 2020
DOI: https://doi.org/10.1007/978-3-030-39165-2_113