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Article
Publication date: 3 April 2019

Orsolya Sadik-Rozsnyai and Laurent Bertrandias

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Practical implications

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.

Originality/value

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.

Details

European Journal of Marketing, vol. 53 no. 6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 16 December 2019

Hanifi Parlar, Mahmut Polatcan and Ramazan Cansoy

Professional learning communities that merge under the same goal in schools where social relationship networks are strong can contribute to creating an atmosphere which…

Abstract

Purpose

Professional learning communities that merge under the same goal in schools where social relationship networks are strong can contribute to creating an atmosphere which provides a basis for innovativeness. In this study the relationships between social capital, innovativeness climate and professional learning communities were examined through the views of teachers working at public schools. The paper aims to discuss this issue.

Design/methodology/approach

The data of this study, which utilised correlational survey model, were collected from 734 teachers who work in the Umraniye district of Istanbul, Turkey.

Findings

The findings revealed that there is a positive and statistically significant correlation between social capital, innovativeness climate and professional learning communities. The results demonstrated that teachers’ perceptions of social capital in schools affected their perceptions of innovativeness climate and that professional learning communities had an intermediary role in this relationship. These findings showed that the richness in social relationship networks provided a basis for the development of innovative teaching practices in schools and the professional learning environments created in schools contributed to this process.

Research limitations/implications

In this study, the intermediary role of professional learning communities on the effect of social capital on innovativeness climate was analysed via teachers’ views. In the literature no study studying the relationship between social capital, innovativeness climate and professional learning communities was found.

Practical implications

It can be put forward that there is a need for studies that analyse the effect of the roots of social capital on innovativeness culture to identify other variables that may potentially be relevant. In addition, this study may be a contribution to the literature by providing a study on the concepts of social capital and innovativeness climate, which were studied in the fields of social sciences extensively, in educational settings and this supports the field through theoretical and empirical studies.

Originality/value

This study demonstrated the effects of the concept of social capital on innovativeness climate which provides a basis for innovativeness in educational institutions. This topic is currently on the agenda of the OECD and World Bank. Moreover, this study aims to show the intermediary role of professional learning communities in the relationship between social capital and innovativeness climate.

Details

International Journal of Educational Management, vol. 34 no. 2
Type: Research Article
ISSN: 0951-354X

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Article
Publication date: 6 February 2017

Ajax Persaud and Sandra R. Schillo

The purpose of this paper is to investigate how individual innovativeness and social factors shape consumers’ purchase decisions of organic products.

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Abstract

Purpose

The purpose of this paper is to investigate how individual innovativeness and social factors shape consumers’ purchase decisions of organic products.

Design/methodology/approach

The study is based on an online survey of 988 Canadian participants. Structural equation modelling was used to test the relationships between social identity, social influence, perceived value and purchase intention within a multi-group framework to show the moderating effect of consumer innovativeness.

Findings

The results show that the two social dimensions – social identity and social influence – influence purchase intention and the perceived value of organic products partially mediates these relationships. Further, the personal characteristic, “consumer innovativeness”, moderates these relationships.

Research limitations/implications

Although the sample consists of a higher proportion of younger participants, the results are consistent with theoretical arguments and empirical evidence, which underscores the importance of generational differences in organic product purchases.

Practical implications

Managers need to develop a more nuanced understanding of how social influence and social identity play different roles in the purchase intentions of consumer innovators vs later adopters. This knowledge can guide practical segmentation, targeting, positioning and promotion strategies.

Originality/value

This study complements the individual innovativeness predispositions literature by showing that the consideration of social factors leads to a more nuanced understanding of consumers’ purchase intention than either set of factors separately. It also contributes to the literature on adoption of organic products by introducing consumer innovativeness dimension as a key factor.

Details

Marketing Intelligence & Planning, vol. 35 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 13 September 2021

Ruoshi Geng, Ruijie Sun, Jie Li, Fan Guo, Wangshuai Wang and Gong Sun

This paper examined the relationship between firm innovativeness and consumer trust in the sharing economy. In addition, the authors examine the mediating effect of…

Abstract

Purpose

This paper examined the relationship between firm innovativeness and consumer trust in the sharing economy. In addition, the authors examine the mediating effect of organizational legitimacy and the moderating effect of social worth.

Design/methodology/approach

To examine the hypotheses, the authors collected data from 276 users of a sharing platform (Didi) in China to conduct empirical research. The “lavaan” packages in R and SPSS were used to analyze the data and test the proposed hypotheses.

Findings

The results reveal that sharing platforms' innovativeness is positively related to consumer trust, and this relationship is mediated by organizational legitimacy. Furthermore, sharing platforms' social worth moderates the relationship between firm innovativeness and organizational legitimacy as well as the indirect effect of firm innovativeness on consumer trust via organizational legitimacy.

Practical implications

This article proposes strategies that enable sharing platforms to increase consumer trust, which can also better promote the development of the sharing economy.

Originality/value

This paper contributes to the literature by focusing on the social attributes of the sharing economy. By building a more detailed model of consumer trust, this paper adds to the knowledge on the influencing mechanism of consumer trust in the sharing economy.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 4 June 2018

Abdullah Al Mamun, Noorshella Binti Che Nawi, P. Yukthamarani Permarupan and Rajennd Muniady

Entrepreneurial activities are embedded within the networks of social relationships, which facilitate the flow of crucial information and resources. This study aims to…

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1277

Abstract

Purpose

Entrepreneurial activities are embedded within the networks of social relationships, which facilitate the flow of crucial information and resources. This study aims to examine the effect of social capital (i.e. structural, cognitive and relational), entrepreneurial competencies (i.e. commitment, conceptual and organizing) and micro-enterprise innovativeness (i.e. innovativeness and absorptive capacity) on the competitive advantages of the micro-enterprises owned and managed by women micro-entrepreneurs in Peninsular Malaysia.

Design/methodology/approach

This study used a cross-sectional design and collected quantitative data from 417 women micro-entrepreneurs from six selected states in Peninsular Malaysia through structured interview. For data analysis, this study adopted variance-based structural equation modeling, i.e. PLS-SEM.

Findings

The findings of this study revealed a significant positive effect of social capital on entrepreneurial competencies, innovativeness and competitive advantage. The findings also revealed a significant positive effect of entrepreneurial competencies on innovativeness and competitive advantage.

Originality/value

The government and other development agencies working toward enterprise development in Malaysia should therefore focus on designing a platform for women micro-entrepreneurs to promote the development of structural and relational social capital, which foster the flow of crucial information and resources necessary for suitable micro-enterprise performance.

Details

Journal of Entrepreneurship in Emerging Economies, vol. 10 no. 2
Type: Research Article
ISSN: 2053-4604

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Article
Publication date: 26 October 2010

Rémy Magnier‐Watanabe, Michiko Yoshida and Tomoaki Watanabe

This paper aims to focus on the effect of intranet‐based social networking services (SNS) on the activity of the firm, in particular on the change in the number of

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4619

Abstract

Purpose

This paper aims to focus on the effect of intranet‐based social networking services (SNS) on the activity of the firm, in particular on the change in the number of business connections and on the time and cost‐savings brought about by such SNS.

Design/methodology/approach

The authors hypothesize that the use of intranet‐based SNS positively influences “social network productivity” defined as the relationship between interconnectedness and knowledge performance, whereby an increase in the number of business contacts may result in a shortened and less costly retrieval of work‐relevant knowledge. Drawing on a large sample of Japanese respondents, a taxonomy based on levels of organizational social capital and innovativeness was used to assess the moderating effects of social capital and innovativeness on social network productivity.

Findings

SNS were found to mildly improve efficiency in accessing knowledge or in increasing the number of business contacts. More importantly, this study reveals that in using intranet‐based SNS, companies with both higher social capital and innovativeness displayed higher social network productivity.

Research limitations/implications

The use of SNS was treated implicitly and should therefore be measured independently, and detailed data on the respondents' organizations would be useful to reveal organizational clusters.

Practical implications

Because fostering social capital and innovativeness rests largely on the firm's organizational culture, leaders who want to implement SNS effectively should pay special attention to the culture of their organization.

Originality/value

In the use of business SNS, practitioners need to consider particular organizational characteristics that may affect the effectiveness of intranet‐based SNS.

Details

Journal of Knowledge Management, vol. 14 no. 6
Type: Research Article
ISSN: 1367-3270

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Article
Publication date: 18 January 2021

Mona Seyed Esfahani and Nina Reynolds

The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements…

Abstract

Purpose

The purpose of this study is to explore consumer innovativeness as a personality trait and addresses the hedonic, social, cognitive and functional motivational elements that lie behind consumer innovativeness. It explores the weak relationship between consumer innovativeness and really new product (novel innovation) adoption and challenges the classic relationship between consumer learning, attitude and intention.

Design/methodology/approach

This study adopts a quantitative approach, gathering survey data via an institutional online platform. A total of 300 participants were recruited. Participants were directed to a website presenting the information of the product with the inclusion of 2D and 3D images and an avatar. For data analysis, CFA and structural equation modelling (SEM) were used.

Findings

Results indicate a positive impact of attitude on comprehension and intention. In addition, hedonic innovativeness positively impacts customer's attitude, whereas there is a negative relationship between social innovativeness and attitude. Motivational elements of innovation, with the exception of hedonic motivation, positively influence purchase intention.

Research limitations/implications

The main limitation of the study lies in the measurement of purchase intention, as actual purchases cannot be assessed as the products are not yet available. The findings encourage marketers to target innovators first, ideally innovators motivated by hedonic needs.

Practical implications

The findings encourage marketers to target innovators first, perhaps for a long-term, innovators motivated by hedonic needs, as they are the ones who change their attitude positively towards novel innovation when presented in an aesthetically pleasant manner.

Originality/value

This study challenges the classic theories identifying the link between comprehension, attitude and purchase intention within the field of innovation. The findings indicate that while interacting with really new products, comprehension does not necessarily lead to attitude and intention but attitude does positively influence both intention and comprehension.

Details

Marketing Intelligence & Planning, vol. 39 no. 4
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 22 September 2020

Asma Akter, S M Sohel Rana and Abdul Jalil Ramli

This paper aims to provide a deeper understanding on social entrepreneurial behavior (SEB). Previous researchers mostly focused on social entrepreneurial intention leaving…

Abstract

Purpose

This paper aims to provide a deeper understanding on social entrepreneurial behavior (SEB). Previous researchers mostly focused on social entrepreneurial intention leaving a gap between intention and behavior. The present study, however, tries to explore the issues related to actual SEB by taking data from those who are actively involved in social entrepreneurial activities.

Design/methodology/approach

For testing the hypothesized model of this study, a survey was conducted taking samples from 320 respondents who are actively involved in social entrepreneurial activities. The collected data were analyzed by SmartPLS version 2.0.M3 for validating the results.

Findings

The findings generated from the empirical data reveal that self-efficacy was found to be the most significant followed by moral obligation, innovativeness, social support and empathy (EM) in influencing SEB. In addition to that, perceived desirability partially mediated the relationship between EM, social support, innovativeness and SEB.

Originality/value

This study establishes the importance of some distinctive factors influencing SEB. It is believed that the present study has important implications for society as a whole for solving societal problems and it enriches existing body of knowledge as well.

Details

International Journal of Ethics and Systems, vol. 36 no. 4
Type: Research Article
ISSN: 2514-9369

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Article
Publication date: 30 May 2020

Francisco Fermín Mallén Broch, Emilio Domínguez Escrig, Ricardo Chiva Gómez and Rafael Lapiedra Alcamí

Based on the upper echelons and organisational identification theories, this paper focuses on the relationship between servant leadership and firm innovativeness, as well…

Abstract

Purpose

Based on the upper echelons and organisational identification theories, this paper focuses on the relationship between servant leadership and firm innovativeness, as well as the underlying mechanisms that explain this relationship. More specifically, we analyse the relationship between servant leadership, firm innovativeness and corporate social responsibility to employees (CSRE).

Design/methodology/approach

A total of 285 Spanish firms took part in the study, and 570 questionnaires were gathered. Structural equation modelling was used to validate the proposed hypotheses.

Findings

Results suggest that servant leadership has a positive relationship with firm innovativeness, and this relationship is fully mediated by CSRE.

Research limitations/implications

HR managers have an overall view of their company and of the behaviour of other leaders. However, future research should also consider employees perceptions. The present study is cross-sectional, and it would be interesting to study the development of the interaction between leaders and followers, which calls for longitudinal and multilevel studies.

Practical implications

According to our results, managers could foster firm innovativeness if they select and promote leaders who display the different leadership behaviours related to servant leadership: empowerment, servitude, accountability, courage, authenticity, humility and stewardship. Moreover, training programmes should also foster these behaviours.

Originality/value

Few empirical studies analyse the relationship between servant leadership and innovation. The main contribution of the present research is to further the current knowledge of this relationship by disentangling the mediating role of corporate social responsibility to employees.

Details

Leadership & Organization Development Journal, vol. 41 no. 4
Type: Research Article
ISSN: 0143-7739

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Article
Publication date: 15 February 2016

Agnieszka Wojtczuk-Turek and Dariusz Turek

The purpose of this study is to describe and explain the relationship between perceived social-organizational climate (PSOC), organizational citizenship behaviors (OCB) of…

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3408

Abstract

Purpose

The purpose of this study is to describe and explain the relationship between perceived social-organizational climate (PSOC), organizational citizenship behaviors (OCB) of other employees and innovative workplace behaviors (IWB) initiated and performed by employees. The mediating role of person-organization fit (P-O Fit) is tested within the relationship of PSOC, OCB and IWB.

Design/methodology/approach

The study was conducted anonymously on a group of 246 employees from 76 companies operating in Poland. Structural equation modeling (SEM) was used in the process of statistical analysis.

Findings

The research confirmed a significant statistical relationship between IWB and all studied variables: PSOC, OCB and P-O Fit. On the basis of the analysis, using SEM, it may be concluded that PSOC and OCB of other employees have an indirect influence on IWB, via P-O Fit.

Research limitations/implications

A cross-sectional design and use of self-reported questionnaire data are limitations of this study.

Originality/value

The combination of variables presented in the research model may explain the significance of the chosen determinants of behaviors which are the key ones from the perspective of the company’s effectiveness and competitiveness on the market. The results of this research extend the knowledge in the area of relationships of innovation in the workplace with aspects of social functioning in the organization.

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