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- Publisher Website: 10.1007/s11747-010-0203-8
- Scopus: eid_2-s2.0-79551514729
- WOS: WOS:000289793000004
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Article: The effects of customer acquisition and retention orientations on a firm's radical and incremental innovation performance
Title | The effects of customer acquisition and retention orientations on a firm's radical and incremental innovation performance |
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Authors | |
Keywords | Customer acquisition Incremental innovation Innovation performance Radical innovation Customer retention |
Issue Date | 2011 |
Citation | Journal of the Academy of Marketing Science, 2011, v. 39, n. 2, p. 234-251 How to Cite? |
Abstract | The effect of a firm's strategic focus on acquiring new customers and/or retaining existing customers (customer acquisition and retention orientations) on innovation performance is evaluated. With dyadic primary data collected from 225 strategic business units, the authors demonstrate that a firm's focus on customer acquisition enhances its radical innovation performance but hinders its incremental innovation; a firm's strategic orientation toward customer retention has the opposite effects. These effects are mediated by both customer knowledge development and the firm's resource configuration decisions. In addition, the authors provide insight into the impact of managerial decision trade-offs when implementing customer engagement strategies. The results suggest that the effect of customer acquisition and retention orientations on customer knowledge and investment decisions, and ultimately on innovation performance, is amplified when a firm consistently implements a specific engagement strategy. Implementing a dual strategy by attempting to focus on both acquiring and retaining customers undermines resource configuration decisions, with diverse effects on both radical and incremental innovation. © 2010 Academy of Marketing Science. |
Persistent Identifier | http://hdl.handle.net/10722/230864 |
ISSN | 2023 Impact Factor: 9.5 2023 SCImago Journal Rankings: 7.194 |
ISI Accession Number ID |
DC Field | Value | Language |
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dc.contributor.author | Arnold, Todd J. | - |
dc.contributor.author | Fang, Eric (Er) | - |
dc.contributor.author | Palmatier, Robert W. | - |
dc.date.accessioned | 2016-09-01T06:06:59Z | - |
dc.date.available | 2016-09-01T06:06:59Z | - |
dc.date.issued | 2011 | - |
dc.identifier.citation | Journal of the Academy of Marketing Science, 2011, v. 39, n. 2, p. 234-251 | - |
dc.identifier.issn | 0092-0703 | - |
dc.identifier.uri | http://hdl.handle.net/10722/230864 | - |
dc.description.abstract | The effect of a firm's strategic focus on acquiring new customers and/or retaining existing customers (customer acquisition and retention orientations) on innovation performance is evaluated. With dyadic primary data collected from 225 strategic business units, the authors demonstrate that a firm's focus on customer acquisition enhances its radical innovation performance but hinders its incremental innovation; a firm's strategic orientation toward customer retention has the opposite effects. These effects are mediated by both customer knowledge development and the firm's resource configuration decisions. In addition, the authors provide insight into the impact of managerial decision trade-offs when implementing customer engagement strategies. The results suggest that the effect of customer acquisition and retention orientations on customer knowledge and investment decisions, and ultimately on innovation performance, is amplified when a firm consistently implements a specific engagement strategy. Implementing a dual strategy by attempting to focus on both acquiring and retaining customers undermines resource configuration decisions, with diverse effects on both radical and incremental innovation. © 2010 Academy of Marketing Science. | - |
dc.language | eng | - |
dc.relation.ispartof | Journal of the Academy of Marketing Science | - |
dc.subject | Customer acquisition | - |
dc.subject | Incremental innovation | - |
dc.subject | Innovation performance | - |
dc.subject | Radical innovation | - |
dc.subject | Customer retention | - |
dc.title | The effects of customer acquisition and retention orientations on a firm's radical and incremental innovation performance | - |
dc.type | Article | - |
dc.description.nature | link_to_subscribed_fulltext | - |
dc.identifier.doi | 10.1007/s11747-010-0203-8 | - |
dc.identifier.scopus | eid_2-s2.0-79551514729 | - |
dc.identifier.volume | 39 | - |
dc.identifier.issue | 2 | - |
dc.identifier.spage | 234 | - |
dc.identifier.epage | 251 | - |
dc.identifier.isi | WOS:000289793000004 | - |
dc.identifier.issnl | 0092-0703 | - |