The Impact of Product Innovativeness on Performance

The Impact of Product Innovativeness on Performance While many writers and strategists maintain that innovation is important, research has often demonstrated that product innovativeness does not have a major impact on the rate of success in the marketplace. Elko Kleinschmidt and Robert Cooper demonstrate that the relationship between product innovativeness and commercial success is U‐shaped. That means that both high and low innovativeness products are more likely to be more successful than those in‐between. The authors suggest that past research has not allowed for this non‐linear relationship and that their data show that moderately innovative, middle‐of‐the‐road products are less likely to succeed when measured by a number of performance criteria. They explore a number of implications of these results. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png The Journal of Product Innovation Management Wiley

The Impact of Product Innovativeness on Performance

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Publisher
Wiley
Copyright
© 1991 Elsevier Science Publishing Co., Inc.
ISSN
0737-6782
eISSN
1540-5885
D.O.I.
10.1111/1540-5885.840240
Publisher site
See Article on Publisher Site

Abstract

While many writers and strategists maintain that innovation is important, research has often demonstrated that product innovativeness does not have a major impact on the rate of success in the marketplace. Elko Kleinschmidt and Robert Cooper demonstrate that the relationship between product innovativeness and commercial success is U‐shaped. That means that both high and low innovativeness products are more likely to be more successful than those in‐between. The authors suggest that past research has not allowed for this non‐linear relationship and that their data show that moderately innovative, middle‐of‐the‐road products are less likely to succeed when measured by a number of performance criteria. They explore a number of implications of these results.

Journal

The Journal of Product Innovation ManagementWiley

Published: Dec 1, 1991

References

  • Do firms need a custom‐designed new product screening model?
    Brentani, Brentani

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