To read the full version of this content please select one of the options below:

Impact of product innovativeness on technology switching in global market

Osama Sam AL-Kwifi (Department of Management and Marketing, Qatar University , Doha, Qatar)
Viput Ongsakul (NIDA Business School, National Institute of Development Administration , Bangkok, Thailand)
Allam K. Abu Farha (Department of Management and Marketing, Qatar University , Doha, Qatar)
Ahmed U. Zafar (Department of Marketing, Vietnam National University , Hanoi, Vietnam)
Mahmoud Karasneh (Department of Finance and Economics, Qatar University , Doha, Qatar)

EuroMed Journal of Business

ISSN: 1450-2194

Article publication date: 18 June 2020

Issue publication date: 8 March 2021

Downloads
158

Abstract

Purpose

The purpose of this paper is to explore the relationship between product innovativeness and the process of technology switching. This issue is important for two reasons: (1) in mature markets, the only way to increase market share is through consumers' switching from competitor firms and (2) it is essential to determine whether the product innovation strategy can meet users' needs in high-technology markets.

Design/methodology/approach

Research centers (university hospitals) specializing in magnetic resonance imaging (MRI) are the lead users of the MRI market. In this market, the technology switching process was tracked using an annual conference database. Interviews with industry experts and lead users were conducted in order to determine the relationship between product innovativeness and technology switching.

Findings

The findings reveal that in the lead users' segment, technology switching is occurring at a significant level. The interviews emphasized the influence of product innovativeness on technology switching in the global MRI market, as well as the importance of adopting an open innovation process as a strategy to enhance product innovativeness.

Practical implications

The results can be generalized to industries with similar characteristics, such as high rates of technological change and technology heterogeneity. In high-technology markets, managers should monitor switching behavior. They should also study the influence of product innovativeness on such behavior in order to determine the correct product innovation strategy and meet users' preferences effectively.

Originality/value

The literature reports considerable research that investigates switching behavior, but most publications use data from a short time period and cover a limited geographical region. This is the first study that uses data to track the switching behavior of high-technology products on a global scale over a 22-year period.

Keywords

Citation

AL-Kwifi, O.S., Ongsakul, V., Abu Farha, A.K., Zafar, A.U. and Karasneh, M. (2021), "Impact of product innovativeness on technology switching in global market", EuroMed Journal of Business, Vol. 16 No. 1, pp. 25-38. https://doi.org/10.1108/EMJB-11-2019-0143

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited