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Creating innovation that drives authenticity

Timothy Lee Keiningham (Department of Marketing, Peter J. Tobin College of Business, St John’s University, New York, New York, USA) (Rockbridge Associates Inc., Great Falls, Virginia, USA)
Zeya He (School of Sport, Tourism and Hospitality Management, Fox School of Business, Temple University, Philadelphia, Pennsylvania, USA)
Bas Hillebrand (Institute for Management Research, Radboud University Nijmegen, Nijmegen, The Netherlands) (Nyenrode Business University, Breukelen, The Netherlands)
Jichul Jang (Department of Hospitality Management, Kansas State University, Manhattan, Kansas, USA)
Courtney Suess (Department of Recreation, Parks, and Tourism Science, Texas A&M University, College Station, Texas, USA)
Laurie Wu (School of Tourism and Hospitality Management, Temple University, Philadelphia, Pennsylvania, USA)

Journal of Service Management

ISSN: 1757-5818

Article publication date: 3 June 2019

Issue publication date: 8 August 2019

Abstract

Purpose

The purpose of this paper is to explore the relationship between innovation and authenticity by developing a conceptual framework that illuminates the key constructs.

Design/methodology/approach

The paper adopts a common perspective – the customer – for both innovation and authenticity. A conceptual framework identifying the roles of centrality and distinctiveness in the innovation–authenticity relationship is developed and justified based upon prior research regarding brand extensions and authenticity.

Findings

The innovation–authenticity relationship can be visualized and managed using two constructs: centrality and distinctiveness. Centrality is proposed to have a positive relationship, whereas distinctiveness is proposed to have a non-linear (inverted-U) relationship.

Originality/value

The paper contributes a new conceptualization of the innovation–authenticity–loyalty relationship. It applies C–D Mapping in a completely new way to provide managerially relevant visualization of customers’ perceptions of a new innovation vis-à-vis the parent brand to guide strategic decision making. The paper also suggests areas for further research to improve our understanding of successful innovation–authenticity alignment.

Keywords

Citation

Keiningham, T.L., He, Z., Hillebrand, B., Jang, J., Suess, C. and Wu, L. (2019), "Creating innovation that drives authenticity", Journal of Service Management, Vol. 30 No. 3, pp. 369-391. https://doi.org/10.1108/JOSM-12-2018-0383

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited