Title: The role of innovation orientation: strategic antecedents and innovation consequences of innovation orientation

Authors: Ricarda B. Bouncken, Michael Koch

Addresses: Department of Law and Economics, University of Greifswald, F.-Loeffler-Str. 70, D-17487 Greifswald, Germany. ' Department of Economics, University of Hamburg, Germany

Abstract: Even though planning and market orientation have received great attention in the literature, their innovation pendants were largely neglected. This study explores how firms can achieve product innovation through innovation orientation and planning processes. The results of our study on innovation management are based on a survey study of 241 firms in the Consumer Electronic Industry. We find that the two prominent types of planning processes, the emergent and the deliberate approach, affect both innovation orientation and market performance. The effects on incremental innovation and the right choice of planning strongly depend on the level of uncertainty.

Keywords: planning process; innovation management; innovation orientation; innovation strategy; product innovation; consumer electronics; market performance; uncertainty.

DOI: 10.1504/IJTIP.2007.015770

International Journal of Technology Intelligence and Planning, 2007 Vol.3 No.3, pp.213 - 232

Available online: 14 Nov 2007 *

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