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The role of organisational innovativeness, or innovative capability, in attaining competitive advantage has been widely discussed. Most research examines innovation activities and their associations with organisational characteristics, or investigates certain perspectives of innovative capability, such as product innovation. Much less attention, however, has been paid to develop and validate measurement constructs of organisational innovativeness. Through an extensive literature review, five dimensions of an organisation's overall innovativeness are identified. These five dimensions form the component factors of the organisational innovativeness construct. Following a three‐step approach, a final 20‐item measurement construct is validated. Theoretical and methodological issues in relation to application of the organisational innovativeness construct are discussed in light of these findings.

This paper investigates internal and external barriers influencing the different dimensions of firm service innovativeness and the moderating effect of transformational leadership on these relationships in an emerging economy, namely, Turkey.

The hypotheses were tested using cross-sectional survey data from 148 hotels. The authors use regressions to analyze the data set.

The results demonstrate that barriers to innovation need not necessarily impede firm service innovativeness at all times; some of these so-called “barriers” may even act as catalysts that improve firm’s likelihood of adopting innovations. More importantly, the findings suggest that a transformational leadership style alleviates the negative influence of internal barriers on internal service innovativeness dimensions of process, strategic and behavioral innovativeness.

The positive effect of transformational leadership lessening the detrimental impact of barriers to innovation is a topic in need of research. In addition to examining this phenomenon in a developing country, the authors choose a service retailing industry as a study context: hospitality/tourism. The main reason for choosing this industry is that there is little empirical evidence of service innovation activity in this industry despite the fact that it contributes to a large extent to employment and gross domestic product in most emerging economies, and it is, in fact, a fairly innovative industry. Furthermore, this study presents a unique perspective by investigating small- and medium-sized enterprises (SMEs).

Integrating new technological attributes into existing products is a common way to innovate and is supposed to meet consumers’ functional needs. This paper aims to demonstrate how adding such attributes also increases willingness to pay (WTP) a premium for a product by activating consumers’ social need to feel unique.

The data were collected through a quantitative survey based on a nationally representative sample (N = 345). A choice-based conjoint analysis was used to estimate the perceived value of the new technological attribute and WTP a premium.

The perceived value of the new technological attribute has a positive effect on WTP a premium only for consumers with a high degree of social innovativeness (linked to their need for uniqueness) because they interpret this innovation as an opportunity to differentiate themselves from others.

When companies innovate by introducing new technological attributes, their communication should emphasize and trigger these attributes’ high performance and uniqueness. Thus, consumers seeking social differentiation through innovation will be much less sensitive to price and will be more prone to pay a premium for these products.

The main contribution of this article is to show that integrating and emphasizing a new technological attribute can increase consumers’ WTP a premium beyond that of the attribute’s functional value. Thus, new technological attributes will decrease the price sensitivity of consumers high in social innovativeness and increase their WTP a premium for the product, because they consider it as a means to stand out from others.

The purpose of this paper is to focus on two objectives. First, to investigate how two consumer innovativeness measures (domain‐specific innovativeness (DSI) and general innovativeness (GI)) in a highly globalized product market (i.e. laptop computer) are related to two widely used demographics, country and gender. Second, to examine how innovativeness affects a series of consumer decisions such as information search, opinion dependency, and store choice.

The authors build a conceptual model linking two important demographics (i.e. country and gender) and consumer innovativeness (both DSI and GI), and test it using binomial logistic regression, with a sample of 614 respondents from Korea, China, and the USA.

Results are generally consistent with the authors' hypotheses. The two consumer innovativeness measures are significantly influenced by the two demographic factors, and product‐specific innovativeness shows more plausible results than GI. Furthermore, consumers' decision processes were found to have idiosyncratic patterns regarding consumer innovativeness and the two demographic moderators.

The study may have demographical bias for two reasons: use of only limited metropolitan samples and a somewhat unbalanced sample in gender and occupation.

In the early stage of new product launch, DSI will be dominantly useful in market segmentation and targeting rather than GI. However, management should not overlook variability of countries and genders since consumers show idiosyncratic patterns in their decision processes.

The paper explores the field of consumer innovativeness studies using comparison of the two dimensions of consumer innovativeness measurements. Also, the study reconfirms the importance of demographics on consumers' decisions in the early stage of highly globalized product markets.

Despite the importance of the diffusion of new products, there is not yet a single scale to measure consumer innovativeness and new product adoption behavior efficiently and effectively across countries. The purpose of this study is to examine the relationship between consumer innate innovativeness, vicarious innovativeness, domain specific innovativeness, the desire for unique consumer products, and the adoption of consumer electronic products across three countries in the Asia-Pacific region: Australia, China, and Taiwan.

Data were collected through a survey in Melbourne, Australia, Shanghai, China and Taipei, Taiwan. The conceptual model was tested using structural equation modeling.

This study finds that domain specific innovativeness primarily influences the adoption of such products across the three countries. The study further suggests that vicarious innovativeness affects Australians ' new product adoption behavior. In contrast, the desire for unique consumer products is a predictor of new product adoption for customers with a Chinese cultural background. Surprisingly, the authors find that consumer innate innovativeness has a negative effect on vicarious innovativeness.

This study provides further insights into relationships between consumer innovativeness measures.

This study enhances marketers ' capabilities to develop various launching strategies in different countries and providing further insights into relationships between consumer innovativeness measures.

This study highlights the importance of relationships among various types of consumer innovativeness in order to expand our understanding of relationships and approaches to measure innovativeness and adoption.

The purpose of this paper is to establish and test the role of religiosity, ethnicity, individual basic values, and consumer innovativeness in influencing consumer acceptance of novel products. This paper specifically addresses: the driving force of religiosity and ethnicity and mediating roles of individual basic values and consumer innovativeness in influencing acceptance of novel products.

A questionnaire was constructed and distributed to 700 respondents in the urban area of Malaysia based on convenience sampling. The data collected data were analyzed using structural equation modeling.

Findings show that religiosity and ethnicity are the main drivers that influence the acceptance of new products. Specifically, religiosity and ethnicity have negative relationship with openness to change (stimulation, self-direction, and hedonism) and positive relationship with conservation value (traditions and conformity); conservation values have negative effects on consumer innovativeness and acceptance of new products; openness to change values show the positive relationship with innovativeness and acceptance of new products; openness to change and conservation value mediate the relationship between religiosity and consumer innovativeness; conservation value mediates the relationship between ethnicity and consumer innovativeness; and consumer innovativeness mediates the relationship between individual basic values and acceptance of novel products. The model has been able to explain 34 percent of the variance in acceptance of novel products.

Different from previous research that often focussed on demographic and observable (e.g. age, race, religion) antecedents of innovation acceptance, the current research emphasized on the influence of behavioral and psychological characteristics (e.g. religiosity, ethnicity, values and innovativeness) on the consumer acceptance of novel products.

To investigate consumer innovativeness (CI) from a hierarchical perspective and examine the simultaneous impacts of hierarchical perspective of CI and perceived risk on new product adoption.

An extended innovativeness and perceived risk model was developed. A structural equation model was used to test the hypotheses using empirical data from 746 respondents in a high technology product context.

The results provide support for the hierarchical perspective of CI; domain specific CI mediates the relationship between global CI and new product adoption. Specifically, cognitive and domain‐specific innovativeness enhances the actual adoption of new products; whereas sensory innovativeness and perceived social and physical risks enhance consumers' propensity to acquire novel information about new products. Financial risk, on the other hand, has a negative impact on the propensity to acquire novel information about new products. Time, performance, psychological, and network externalities risks show no significant relations with the tendency to acquire novel information about new products.

The findings provide an explanation to the less than consistent relationship between consumer innovativeness and new product adoption. However, a single research context of high tech consumer goods may be a limitation and future studies need to replicate this hierarchical perspective of CI as a predictor of new product adoption in different research contexts for greater generalizability.

The findings of the study provide some guidelines to marketers on how to increase the new product commercialization success. Marketers should tap into the cognitive and domain‐specific innovativeness to enhance the new product adoption. The sensory part of CI and perceived social and physical risks have implications for the promotion and communication aspects of new product marketing.

Provides new insights about consumer innovativeness trait as a useful predictor of new product adoption.

Using arguments from the regulatory focus and upper echelons theories, this paper aims to examine the impact of a chief executive officer’s (CEO’s) regulatory foci (i.e. promotion and prevention focus) on small- and medium-sized enterprises’ (SMEs’) level of innovativeness and how these relationships are jointly moderated by intense competition.

The empirical analysis draws on survey data gathered from 257 SMEs in Ghana.

The study findings indicate that a CEO’s level of promotion focus positively affects the firm’s engagement in innovation, while a CEO’s prevention focus is negatively associated with the firm’s innovativeness. The positive association between a CEO’s promotion focus and a firm’s innovativeness is enhanced under conditions of intense competition. Additionally, the negative relationship between prevention focus and firm-level innovativeness is attenuated under intense competition.

This study relied on a single informant and also used subjective measures for the dependent variable. As such, individual respondents might have biased perspectives on firm-level product innovativeness. Future studies may use multiple informants to examine the causal links of the variables.

The study’s findings provide managers with a deeper understanding of how to achieve superior firm-level product innovation. The understanding of this issue can promote the development and maintenance of further entrepreneurial ventures in emerging economies.

The paper has a strong theoretical value as it pioneers research on the effect of CEOs’ regulatory foci on firm-level innovativeness in competitive environments.

The purpose of this paper is to improve understanding of what makes or breaks a new product by exploring the direct and indirect impacts of the three dimensions of entrepreneurial orientation (EO) – innovativeness, risk taking and proactiveness – on product advantage and new product success (NPS).

Based on the literature reviewed, theoretical relationships among five constructs and relevant hypotheses were developed and subsequently tested using data collected from 244 electronics manufacturers in China.

The results show that the three dimensions of EO and product advantage are the driving antecedents of NPS. Moreover, it is confirmed that the relationships between the three dimensions of EO and NPS are mediated by product advantage and the relationship between risk taking and product advantage is moderated by innovativeness and proactiveness.

Literature about the interplay among the three dimensions of EO and NPS are often disparate and heterogeneous. The paper overcomes this problem by confirming the relative influences of each of the EO dimensions on NPS, as well as their respective indirect impacts on NPS through the intermediate construct of product advantage. The findings help to enrich our knowledge on EO, particularly on the roles of innovativeness, proactiveness and risk taking in new product development in the electronics manufacturing sector in China.

Firms report varied levels of success in relation to using alliances to aid in new product development (NPD). This study aims to investigate internal processes that might influence the experience of alliance success. Specifically, this study investigates the role of mediating and moderating mechanisms underlying the alliance orientation (AO)–new product success relationship, while also investigating the impact of the level and consistency of AO. The primary goal is to understand the importance of a firm’s maintaining a consistent focus upon alliance scanning, coordination and learning.

A survey was conducted to collect data from 141 Taiwanese electronics companies. The proposed model and hypotheses were tested using path analysis in analysis of moment structures.

AO improves the success of new products indirectly through the enhancement of product program innovativeness and NPD decision-making flexibility. The positive effect of AO on product program innovativeness and NPD decision-making flexibility is heightened when a firm consistently carries out a series of alliance management activities, including alliance scanning, coordination and learning. Market turbulence and the intensity of competition differentially affect the association between product program innovativeness and NPD decision-making flexibility and new product success.

The measures were self-reported and may result in the threat of common method bias. While this study focused upon protecting against and assessing this bias, collecting data from multiple sources would have helped to eliminate the bias. Further, the sample consisted of Taiwanese electronics firms. This makes it difficult to generalize this study’s findings to other industrial contexts.

While AO may be viewed as a dynamic capability, product program innovativeness and NPD decision-making flexibility represent competitive advantage in NPD program and process, respectively. Managers should not focus only on competitive advantage in NPD while overlooking the development of dynamic capabilities, as this study’s results demonstrate that both elements must work in tandem. AO is relevant at higher levels of the organizational hierarchy, while product program innovativeness and decision-making flexibility are operational, demanding cross-functional coordination and involvement within a firm. Senior executives ought to not only confirm the appropriate provision of their resources to activities and actions associated with product program innovativeness and decision-making flexibility in NPD but also continually monitor and assess whether the inputs of AO lead to desirable competitive advantage in the context of NPD.

This study sheds light on the underlying mechanism through which AO improves new product success. This research proposes two different aspects of AO, level and consistency, and empirically identifies their interactive effect in the context of NPD. The findings offer specific guidelines for the assessment and implementation of AO to improve new product success. Consistency, especially, has not been investigated in relation to alliance-generated new product success.