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More similar than different: A study of cooperative product innovation with multiple external stakeholders

Published online by Cambridge University Press:  02 February 2015

Tania von der Heidt  and
Don Scott
Tania von der Heidt
Affiliation:
School of Commerce and Management, Lismore, NSW, Australia
Don Scott
Affiliation:
School of Commerce and Management, Lismore, NSW, Australia
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Abstract

This paper uses a strategy—structure—performance-based model of marketing channel relationship structure to conduct an empirical examination of the involvement of four external stakeholder groups in manufacturing firms' product innovation. The results show that firms' stakeholder orientation (strategy), involvement of stakeholders in product innovation (structure) and quality of stakeholder relationships (performance) are intrinsically linked. Also, the way in which multiple stakeholder groups were involved in manufacturing firms' product innovation was more similar than different.

Keywords

cooperationinterorganisational relationshipsmultiple stakeholdersproduct innovationrelationship qualitystakeholder orientationstructural equation modelling

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Type
Research Article
Information
Journal of Management & Organization , Volume 17 , Issue 1 , January 2011 , pp. 95 - 122
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2011

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