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What makes firms more innovative? A look at organizational and environmental factors

Aysegul Özsomer (Assistant Professor of Marketing and International Business at Seattle University, Seattle, Washington, USA)
Roger J. Calantone (Professor of Marketing and New Product Management, Michigan State University, Michigan, USA)
Anthony Di Bonetto (Assistant Professor of Marketing, Temple University, Philadelphia, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 December 1997

6194

Abstract

Innovative firms are generally more successful in both industrial and consumer markets. However, factors that make firms innovative are often elusive and complex. Looks at how strategic posture, organization structure, environmental hostility and uncertainty interact and how each factor contributes to an explanation of firm innovativeness. Suggests that strategic posture is a major factor determining the innovativeness of firms while organization structure mediates the effects of strategic posture, uncertainty, and hostility. Hence, for managers striving to make their firms more innovative, a prerequisite is to adopt a proactive strategic posture which gradually leads to a flexible organizations structure ‐ the two factors that have a direct effect in making firms more innovative.

Keywords

Citation

Özsomer, A., Calantone, R.J. and Di Bonetto, A. (1997), "What makes firms more innovative? A look at organizational and environmental factors", Journal of Business & Industrial Marketing, Vol. 12 No. 6, pp. 400-416. https://doi.org/10.1108/08858629710190259

Publisher

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MCB UP Ltd

Copyright © 1997, MCB UP Limited

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