Consumer evaluation of collaboration between perfumery and gastronomy for innovation
by Ekaterina Besson; Yue Zhao; Hajer Kefi; Adnane Maalaoui
International Journal of Entrepreneurship and Small Business (IJESB), Vol. 37, No. 1, 2019

Abstract: This paper contributes to the research on collaborative entrepreneurship by studying consumers' perception and evaluation of interindustry collaborations between perfumery and gastronomy for new product development. First, we review the literature and secondary documents to identify potential variables about consumers' perceived industry-level fit between collaborating partners and consumer knowledge, which we assume to influence consumers' evaluation of collaboration. Second, we interview professionals in the two industries to further refine these variables, operationalise them into measurable constructs, and add new moderating variables specific to the context. Third, we conduct an online survey of consumers, testing our hypotheses. Our research reveals that the presence of consumers' perceived industry-level similarities suffices to leverage their possible doubts on industry-level dissimilarities when evaluating the relevance of inter-industry collaboration for new product development. Consumers' relative openness to inter-industry collaborations provides an encouraging signal for companies to push the frontier and seek inspiration from seemingly distant sectors.

Online publication date: Wed, 22-May-2019

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Entrepreneurship and Small Business (IJESB):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?


Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com