최근 치열해지는 시장경쟁과 함께 가속화⋅다양화되는 기술혁신의 환경 변화 로 인해 기업들은 기존의 제품혁신이나 한정된 서비스의 제공만으로는 고객들의 요구와 기 대를 충족시킬 수 없게 되었으며, 비즈니스모델(BM) 혁신을 통해 그 해법을 찾고자 하고 있 다. 본 연구에서는 BM혁신과 관련된 이론적 논의를 검토하여 연구개발서비스업 내 BM혁신 의 필요성과 성공 요건에 관한 명제들을 도출하고, 자동차 R&D서비스업에서 선도적 글로벌 기업인 AVL과 ETAS의 BM혁신에 대한 사례를 연구함으로써 명제들을 검증하고 시사점을 도출하고자 하였다. 특히, BM이 혁신을 통한 가치 창출의 과정에서 중요한 역할을 하는 점을 감안하여, 본 연구는 연구개발서비스업 분야에서 기술적 역량을 갖춘 기업이 BM혁신을 통해 어떻게 성과를 도출할 수 있는가에 대해 살펴보았다. 본 연구의 결과에 따르면, 사례기 업들은 고객을 위한 가치 제안과 기업의 이윤 창출을 극대화하기 위해 제품(기술)-서비스 융 합에 기반한 BM을 수립하고 자사에 적합한 보완적 자산을 차별적으로 활용함으로써 BM혁 신을 효과적으로 수행하였다. 본 연구는 국내 기술혁신경영분야에서 BM혁신에 대한 논의를 활성화하며, 국내 연구개발서비스업과 연구개발전문기업들이 향후에 혁신적 BM에 기반해 효과적으로 발전하기 위한 시사점을 제공하는데 기여하고자 한다.

박근혜정부의 창조경제는 국민을 창조활동의 주인공으로 자리매김함으로써 기존의 전문가 중심, 과학기술공급중심의 경제사회발전전략과는 다른 특성을 보여주고 있으나 그 해석과 정책 실행에 있어 그 특징을 찾아보기 어렵다. 본 연구는 창조경제가 주목한 국민의 창의성이 과학기술자의 창의성과 무엇이 다르며, 그것이 정책 패러다임으로서 어떤 의미를 갖는지 광범위한 문헌 연구를 통해 밝힘으로써 창조경제가 담아내야 할 도전과 과제를 제시하는 것을 목적으로 한다. 국민은 사용자로서의 창의성에 더불어 인문학적, 철학적, 윤리적, 경험적 능력을 바탕으로 한 생활인/삶의 주체로서의 창의성을 갖고 있으며 이것은 과학기술자의 창의성과는 구분되는 고유의 창의성이라 할 수 있다. 사용자로서의 창의성, 생활인/삶의 주체로서의 창의성의 발현은 삶의 가치에 대한 선택을 내포하며 이는 소비행태의 변화, 삶의 방식의 변화를 통해 기술 고착, 사용자 고착을 타파함으로써 시스템 혁신을 이루거나 새로운 사회ㆍ기술시스템의 구성 혹은 전환을 촉진할 수 있다. 이런 맥락에서 국민의 창의성은 기존의 전문가/과학기술공급중심 혁신 패러다임이 아닌 사용자/현장중심 혁신 패러다임’의 토대로서 역할 할 수 있다. 따라서 국민의 창의성에 주목하고 있는 창조경제는 사용자/현장 중심 혁신 패러다임의 실현이라는 새로운 경제사회발전정책과제를 안고 있다고 할 수 있다.

The purpose of this study is to examine the negative effects of silence climate on the innovation behavior and LMX (Leader-Member Exchange). In order to test our model, we conducted a survey based on the questionnaire. Results showed that silence climate had a negative effect on the innovation behavior and LMX. Secondly, The LMX had a positive effect on innovation behavior. Moreover, the LMX partially mediated silence climate and the innovation behavior. Finally, we drew a conclusion by discussing limitations and implications of the research, and suggested directions for further researches.

본 연구에서는 국가연구개발사업의 성과물로서 창출되는 특허정보의 거시적ㆍ미시적 분석을 통해 기술혁신 특성을 파악하고자 하였다. 특허성과의 기술군별 비중을 분석한 결과 국가연구개발사업이 IT계열 기술군으로 편중된 것으로 나타났다. 기술군별 상대적인용도지수(RCI)의 분석은 향후 BT계열 기술군이 부상할 것임을 시사하였다. 또한 상대적시장확보지수(RFI)는 BT계열 및 IT계열과 같은 기술적 파급이 큰 기술군에서 높은 것으로 나타났다. 기술 융ㆍ복합화, 연구개발 주체 간의 협력-개방 관계에 대한 신규지표를 설계하고, 네트워크 분석 기법을 활용하여 기술군 사이의 흡수-파생 관계, 연구개발주체 간의 협력-개방 관계를 분석하였다. 이종기술간 기술 융ㆍ복합화가 증가하고 있으며, 상이한 연구개발주체들 사이의 연구개발 협력성과가 급증하고 있는 것으로 나타났다.

본 연구의 목적은 다국적기업의 글로벌 친환경혁신전략에 영향을 미치는 요인과 해당 결정요인들을 바탕으로 실행된 글로벌 친환경혁신전략이 다국적기업의 경영성과에 직접적인 영향을 미치는지 고찰해보기 위함이다. 제도적 이론을 활용하여 연구의 이론적 모형을 제시했으며 이를 바탕으로 글로벌 규제적 압력과 글로벌 경쟁자 압력이 다국적기업의 글로벌 친환경혁신전략에 긍정적인 영향을 미칠 것이라는 가설을 제시하였다. 이와 함께 다국적기업의 친환경혁신전략과 경영성과 간 직접적인 관계가 있음을 나타내는 가설도 함께 제시함으로써 기업의 의사결정에 직접적인 영향을 미치는 모든 주체들의 특성을 고려하여 다국적기업의 글로벌 친환경혁신전략 프로세스를 설명하는 통합적인 모형을 나타내보고자 하였다. 본 연구의 연구모형은 PLS를 이용한 경로분석을 바탕으로 검증 되었으며 자료는 한국증권거래소에 상장된 다국적기업의 본사 중 식품가공 및 처리를 제외한 제조업만을 한정하여 실시한 설문조사를 통해 수집되었다. 또한 경로분석에 앞서 수집된 자료의 편의를 없애기 위해 무응답편의 및 동일방법편의 진단을 위한 분석을 실시하였다. 이를 바탕으로 자료를 분석한 결과 모든 제도적 압력 요인들이 다국적기업의 친환경혁신전략에 긍정적인 영향을 미치는 것으로 나타났다. 그와 더불어, 본 연구결과는 다국적기업 의 친환경혁신전략이 기업의 경영성과 개선에도 직접적인 영향을 미친다는 것을 보여준다.

In an increasingly dynamic business environment, innovation output occupies a central position among all organizational outputs, not only because it is a primary way in which firms compete and grow, but also because it profoundly influences social and economic evolution (Eisenhardt & Tabrizi, 1995; Sorensen & Stuart, 2000). Understanding the factors that determine an organization’s ability to produce new ideas and continually innovate thus is a fundamental issue in strategic management and marketing fields. Among all sort of determinants, collaboration with buyers to create value through innovation has attracted particular attention from scholars (von Hippel, 1988; Thomke & von Hippel, 2002; Sawhney, Verona, & Prandelli, 2005). This study examined the role of Internet-based collaboration in the buyer-supplier relationship in promoting product innovation of supplying firms. Drawing on the juxtaposition of the governance literature and social exchange theory, we proposed that Internet-based collaboration positively affects product innovation performance of supplying firms, but too much dependence on it impedes product innovation. That is, Internet-based collaboration has an inverted U-shaped relationship with product innovation performance of supplying firms. It further posited that in-person interaction between buying and supplying firms strengthens the positive effect of Internet-based collaboration on product innovation, such that when the degree of in-person interaction is high, Internet-based collaboration is associated with better innovation performance. These propositions were tested using data from a large survey conducted by a survey data on buyer-supplier relationships in China. The results show that Internet-based collaboration has a stronger positive relationship with innovation performance and this positive effect declines after the degree of Internet-based collaboration goes beyond a threshold. Moreover, the first-order effect of Internet-based collaboration is stronger when the degree of in-person interaction is high than when it is low. The optimal level of Internet-based collaboration in low degree of in-person interaction is moderate, whereas when in-person interaction is more frequently used in connecting with buying firms the optimal level rises. These results provide strong supports for the predictions of hypotheses.

The purpose of this study is to explore the effects of social media in Customer Relationship Management (CRM) based on a theoretical foundation. Social media was firstly used as a new communication tool by internet users, and is being commercialized as a powerful tool to build and maintain long-term relationships between customers and businesses. This study focuses on service sectors and aims to clarify how social media helps companies innovate traditional CRM. Social CRM is seen as one of these service innovations and is highlighted in this paper.

These days, thanks to lots of smart devices and advanced communication technologies, consumer’s recognition and relations have been changed. They, beyond relying on information and services which are produced by experts, produce information and knowledge by themselves via SNS or web that they want to know. As consumer’s recognition is changing like this, SNS is evolving into social platform. Therefore, this paper is intended to clarify overall relationship between network characteristics in social platform, knowledge sharing, social capital, social innovation and customer’s value. This paper has clarified influences between variables related to consumer’s behaviors in social platform and the results are summarized as following: First, network characteristics in social platform are found to positively affect knowledge sharing efforts of social platform. Second, knowledge sharing has been found to positively affect social capital and innovation in social platform. However, enjoyment in helping others i.e a sub variable is found to positively affect social capital and innovation through anticipated reciprocal relationships. Third, social capital and innovation in social platform have affected customer value in social platform positively. Consequently, this paper is intended to solve various problems found from overall societies and industries through social innovation and also to advance them. For these purposes, social platform is believed to prompt sharing idea and knowledge based on interactions between users and social relationship. These actions become social capitals resulting in social innovation. Moreover, these would create new businesses and marketing opportunities across various areas in the processes that innovative activities form customer values.

Although cross-functional conflicts occur between marketing and research and development departments, empirical research on the inherent mechanism remains scant. This study examines the hierarchical relationship among various cross-functional conflict types. Trust moderates conflict resolution in a sample of 135 Chinese high-tech companies. Results show an inverted U-shaped relationship for cross-functional task conflict and a negative relationship for cross-functional relationships on team effectiveness and innovation performance. Trust moderates the relationship between cross-functional task conflict and team effectiveness; however, the results do not show trust’s link to the relationship between relationship conflict and team effectiveness. When trust is high, the U-shaped relationship between cross-functional task conflict and team effectiveness becomes positive. This study offers executives new guidelines for managing conflict and trust to improve high-tech firm’s innovation climate.

Partnerships have become an important research topic. However, the amount of empirical attention devoted to determining how firms intensively co-produce with alliance partners to improve their innovation performance is lacking. In response to the growing importance of co-production in the partnerships, this study addresses how firms integrate their alliance partners as co-creators into the innovation process. Specifically, this study not only integrates the three dimensions of social capital and examines their separate effects on co-production but also incorporates the roles of absorptive capacity and self-efficacy and investigates their influences on innovation. That is, co-production may operate through absorptive capacity and self-efficacy to increase innovation because knowledge is exchanged and utilized and firms are willing to select challenging goals and remain firmly committed to fulfill them within the network. The proposed model is tested with a structural equation model(SEM). Findings indicate positive relationships between social capital and co-production. Moreover, co-production has positive effects on innovation, absorptive capacity, and self-efficacy. Absorptive capacity and self-efficacy enhance innovation. As such, we suggest that co-production should be considered explicitly in the management of a partnership and should be developed through mentioned above platform, encouraging and enabling both parties to work together for the implementation of innovation.

A well-known dilemma in strategic marketing is whether a firm can be simultaneously both efficient in its existing business and innovative in creating new business (Atuahene-Gima 2005; Christensen 1997). Beleaguered companies such as AOL, Kmart, Motorola, Nokia, Polaroid, and Sears are examples that were once highly efficient in serving customers, but partly due to that efficiency in their existing business, paradoxically failed to introduce innovations. The potential tension “between innovation and efficiency—is one that’s bedeviling CEOs everywhere” (Hindo 2007). Two questions regarding the efficiency–innovation tradeoffs are especially intriguing to researchers and managers alike. First, to what extent are such tradeoffs driven by efficient firms’ lack of eagerness or willingness to innovate in the first place, or lack of ability to innovate and promote innovations? Second, can certain strategic marketing factors mitigate the tension of such tradeoffs? Indeed, anecdotal evidence indicates that not all firms that are efficient in their current business (e.g., Charles Schwab, Capital One) lack innovative thrust. In fact, efficient firms may actually be eager to innovate: Nokia, for instance, originally innovated an online “app store” service as well as touchscreen smartphones and Internet tablets in the 1990s and 2000s, much earlier than Apple (Ben-Aaron 2009; MobileGazzette 2008). Similarly, Polaroid was originally a pioneer in developing digital cameras and imaging services in the 1980s (Tripsas and Gavetti 2000). The eventual failures of Nokia’s and Polaroid’s innovation efforts, thus, do not seem to be due to their lack of eagerness to innovate, but perhaps the inability to manage the efficiency–innovation tension. In contrast, other companies seem to be able to manage this tension. For instance, in financial services, Charles Schwab is often commended both for its efficiency and its innovativeness, and the firm itself feels the “need to invest in innovation to maintain a competitive edge” (Gilson 2012). Against this backdrop, we focus on two questions: (1) What exactly are the tradeoffs and tensions between a firm’s existing efficiency, innovativeness in its new offerings, and new offering performance? And (2) how can strategic marketing assets such as customer base and advertising intensity mitigate the tradeoffs? Should such assets help to alleviate the inherent tension, they would give executives tools to pursue both efficiency and innovation at the same time and succeed with their new innovative offerings. Empirically, we focus on the service sector, whereby the actual technical development of innovations is not very costly in tangible financial terms (Crawford and di Benedetto 2008; Droege et al. 2009; Thomke 2003)―making the intangible firm capabilities most likely determinants of (innovation) performance rather than tangible resources (cf. Vorhies, Morgan, and Autry 2009). Therewith, we examine our research questions with a comprehensive census dataset of all new service introductions (n≈500) in one national market: The Finnish mutual funds industry (1997–2010). The sector of financial services is especially relevant for the efficiency–innovation tradeoffs because in this sector, many firms are compelled to engage in both efficient operations and effective (financial) innovations. Our empirical focus on all firms in one market precisely identifies and measures the efficiency levels of all competing firms, relative to the best-performing competitors, as well as innovativeness (earliness) in introducing new services compared to all rivals. For a marketing perspective, we focus on firms’ existing customer-perceived service efficiency (over the entire portfolio of existing services, i.e., funds)—defined through the ratio of output value that customers obtain from the firms’ current services to the (customer) cost inputs. We also carefully delineate between (a) innovativeness of a new service introduction and (b) its performance. Doing so can reveal the potentially contradictory effects of existing efficiency on new service innovativeness (willingness to innovate) vis-à-vis new service performance (ability to make innovations succeed). As our key results, we firstly identify and explicate the baseline efficiency–innovation tradeoffs. Specifically, our results suggest that while existing service efficiency increases the innovativeness of new services introduced by the firm, it simultaneously (1) leads to decreased business performance for the new services introduced and (2) diminishes the positive influence of innovativeness on performance. In sum, these findings imply that on the baseline, highly efficient service firms may be too eager to innovate, considering the sub-par performance they are likely to receive for those innovations. Secondly, our results reveal two strategic marketing factors, which have the potential to mitigate the tradeoffs. We find that the firm’s (a) focused customer base and (b) high advertising intensity can nullify the negative effect of existing service efficiency on innovativeness and the negative moderating effect of efficiency on the innovativeness–performance link.

This study explores influencing factors for firms’ willingness to participate in open innovation. We identify commitment and trust, switching cost, and IT infrastructure as the key predecessors. The study further examines how these variables affect the firms’ participation in open innovation using datasets from the UK biotechnology industry.

This research deals about the phenomenon of crowd-funding as an interesting way of interactive marketing where consumers are involved in co-creation value. Our research objective is to evaluate the impact of the type of rewards (financial vs. symbolic) on consumer level of investment. We propose an experimental design with a real case study in order to evaluate the impact of the type of rewards (financial vs. symbolic) towards the intention of investing in the project. The results indicate that the financial reward brings higher level of investment than the symbolic one. Moreover, in the case of a financial reward, attitude towards investment into the project is significantly higher than for symbolic reward. This research illustrates the key role playing by the value-marketing proposition in this particular context of collaborative investment where consumers as investors are more sensitive to a financial reward than a symbolic one.

This study addressed service innovation as a process of co-construction and sense-making by companies, customers and other partners. The aim of the study was to investigate the role of communication in fostering service innovation as a process of social construction. Five key communication practices intervening in service innovation were identified.

Research on new product development has emphasized the importance of integrating customers, employees, and suppliers in an organization’s innovation processes. While several studies evaluate respective participatory processes, there is, surprisingly, no consensus on which dimension participation quality consists of, and how to measure them consistently. The present study contributes to the literature by identifying the dimensions of participation quality and by constructing a participation quality scale that includes six dimensions, namely (1) project-related resources, (2) early involvement, (3) degree of influence, (4) transparency of processes, (5) incentive mechanisms, and (6) voluntariness of participation. Furthermore, a 24-item measure of participation quality is developed using a mixed-method design. Results of our study show that the developed measure impacts important innovation-related outcomes such as innovation performance, acceptance of the innovation, and intention to participate in future innovation projects. Given that the six identified dimensions of participation quality differentially affect these outcomes, the scale provides the opportunity to better design participatory innovation projects, and thus helps managers to integrate stakeholders more successfully in these projects.

To stay ahead in today’s competitive landscape service firms must continually innovate their offerings and processes (Thakur and Hale 2013). Spurred by this focus on innovation, there has been a tremendous growth in service firms over the past decade. Service innovation has been recognized as the engine of renewal and reason for the growth of the services sector. Although the concept service innovation is gaining increased attention, the question of what a service innovation really is remains unanswered. Traditionally, research on service innovation has separated radical and incremental innovations (see e.g. Gallouj and Weinstein, 1997), and product and process innovations (Vaux Halliday and Trott, 2010). This suggests that there are different conceptualizations that can be used to categorize service innovation. The basis of this research is a literature review. This systematic literature review is based on 879 empirical and conceptual articles used in order to identify conceptualizations of categories of service innovation. In total, 43 categories of service innovation were identified. These conceptualizations were analyzed to show what the benefits and drawbacks are with the different categories. We identify five unique conceptualizations of categories that emphasize different traits of service innovation (1) degree of change in the offering, (2) type of change in the content of the offering, (3) degree of newness in the offering, (4) type of change in the organization and (5) alternative means to an innovative offering. Our review of categories of service innovation provides evidence that the research field is diverse and moving in a number of alternative directions The results indicate that most conceptualizations of service innovation are in-ward focus and views innovations as something that is (only) new to the firm. In addition, the view that service innovations must have an effect is neglected, both in terms of effect on customer behavior and financial performance. Furthermore, this review shows that a service innovation can be anything from an improvement of a single service characteristic to the introduction of an offering that is new to the world. By showing the plethora of conceptualizations of service innovation it is possible to create a common platform to discuss and develop service innovations beneficial for the firm.

This study examined the impact on a firm’s product innovation success when it expands internationally into a host country with political, economic and cultural institutions different from those it is accustomed to at home. Data on 917 Chinese manufacturing firms’ international activities were analyzed to demonstrate that expansion to countries with political institutions better developed than those of a firm’s home country promotes innovation success, as does expansion to countries characterized by greater individualism than the home country. A more advanced economy in the host country strengthens these relationships. This study was designed to contribute to the extant literature in three areas. First, it was designed to enrich the theory explaining how the institutional environment affects firm performance in an emerging economy. Most previous studies have examined the relationship between the institutional environment and the probability of organizational survival or financial performance (e.g., Xu & Shenkar, 2002; Gaur & Lu, 2007), but this study instead examined the institutional environment and product innovation. Product innovation is, after all, a primary way in which many firms compete and grow (Eisenhardt & Tabrizi, 1995; Wu, 2012). Second, previous research has not clearly identified how different components of the institutional environment individually relate to product innovation success, nor have previous studies sufficiently explored their interactions. This study was designed to fill that gap by integrating the literature on new institutional economics, product innovation and the international expansion of emerging market firms. It sought to derive and test propositions explaining how political institutions and cultural norms relate to product innovation success, and to what extent the relationships depend on economic development. Then, this study extended previous research on the institutional environment to an emerging market context. Evidence clarifying the relationships between different components of the institutional environment and the innovation performance of emerging market firms would be relevant for designing effective and efficient international expansion strategies for emerging market firms. These findings therefore enrich our understanding of the impact of the institutional environment by showing its multifaceted influence on product innovation. Previous research has highlighted the important role of institutional differences between the home and foreign countries in strategic decision making and performance (e.g., Kostova & Zaheer, 1999; Xu & Shenkar, 2002). This study has extended that by clearly demonstrating the importance of differences in political institutions and individualism with respect to innovation performance. This is consistent with the idea that expanding to foreign countries with better-developed political institutions helps a firm avoid the institutional void and political hazards at home and gain access to better-functioning institutions in the host country, which can promote successful product innovation. Individualism in a host country drives a firm to experiment with new technologies and develop new products to satisfy diverse customer needs.

This paper analyses the importance of innovation for 680 EU multinationals subsidiaries involved in international marketing in China, the period of 1998-2009, using unbalanced panel data analysis. To date, the literature on EU subsidiaries has failed to consider product innovation in the strategy interplay in approaching new markets overseas. Building on the resource-based view of the firm, linked with host economic and political institutions, the authors empirically examine the inferential marketing strategy in an EU-China context, by applying econometric techniques to investigate innovation capabilities and to test the presence of agglomeration effect of past innovation activities. We find that EU innovation in China is influenced by both host country institutions and firm capabilities, rendering support to the theory. Our analysis indicates EU subsidiaries’ innovation is positively related to firm advertisement, labour training and host market size. R&D expenditure has a negative bearing on innovation. However, openness has a negative and significant effect on product innovation in China. The study findings have important implications for research on international marketing, new venture decision making, and overseas innovation expansion strategies.

This paper examines how learning orientation and self-efficacy contributed to explaining innovation behaviors. In order to verify the relationships and mediating effect, data were collected from 368 individuals in employees working in small and medium-sized firms at Gyeongnam region to test theoretical model and its hypotheses. All data collected from the survey were analyzed using with SPSS 18.0. This study reports findings as follows: first, the relationship between the learning orientation and the employee's self-efficacy is positively related. Second, there was also a positive correlation between the employee's self-efficacy and the innovation behaviors. Third, the relationship between the learning orientation and the innovation behaviors is positively related. Finally, the employee's self-efficacy played as a partial mediator on the relationship between learning orientation and innovation behaviors. Based on these findings, the implications and the limitations of the study were presented including some directions for future studies.