Kunz_2024_JournalofServiceResearch_CompanyInnovativenessARadicallyNewPerspectiveonanOldConcept

2024

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AI-generated summary

1) This article argues for a customer-centric perspective on company innovativeness, emphasizing that perceived innovativeness—driven by marketing, culture, leadership, and emotional connection—correlates more strongly with financial success than traditional R&D metrics.

2)
- Highlights common misconceptions, clarifying that company innovativeness is determined by users rather than experts, distinct from isolated product innovations, and evaluated holistically.
- Discusses key management lessons across four areas: strategic marketing storytelling, fostering an internal innovation culture, active innovation leadership by CEOs, and building emotional connections with customers.
- Outlines directions for future research into customer perception processes and inward- versus outward-looking firm behavior.

3) Tags: innovativeness, consumer perception, company, innovation, marketing

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