Managing the complexity of green innovation

2022

PurposeGreen innovation can promote both environmental sustainability and economic growth. However, its development and implementation can be complex due to the need to align innovation activities within and across companies. In this study, the authors examined how this complexity can be managed by analyzing how individual companies combine different innovation activities to develop green innovation, and how companies along the value chain align to implement these innovations.Design/methodology/approachThe dataset comprises both interviews and a survey of senior executives from the Swedish wood construction industry. These data were first analyzed by using fuzzy set qualitative comparative …

How customer knowledge affects exploration: Generating, guiding, and gatekeeping

2021

Abstract The importance of understanding customers in order to sustain the long-term success of the company has been claimed by academics and practitioners for decades, to the point that the claim has turned into a truism. And still, the role of customer knowledge in organizational renewal, especially via explorative new product development (NPD), remains ambiguous. While existing literature generally emphasizes the value of customer knowledge, critics argue that a strong customer focus can also de-motivate and misguide exploration. This study adds clarity to our understanding of this tension by drawing from an intensive analysis of the corporate archives of a rapidly growing high-tech comp…

Causal complexity of new product development processes : a mechanism-based approach

2018

The outcomes of new product development (NPD) processes are dependent on the interplay of several interdependent activities. One product development activity can be dependent on the presence or absence of other activities, different kinds of NDP processes may lead to the same outcome, and specific kinds of activities may have a positive effect in one process but no effect in other processes. However, we currently lack means to examine and explain this causal complexity inherent in NPD processes. To address this issue, we introduce mechanism-based approach as a way to capture conjunctural and equifinal causal relations. We build this approach on the philosophical literature on mechanism-base…

Mentaalinen harjoittelu pikajuoksussa

1998

How customer knowledge affects exploration : generating, guiding, and gatekeeping

2021

The importance of understanding customers in order to sustain the long-term success of the company has been claimed by academics and practitioners for decades, to the point that the claim has turned into a truism. And still, the role of customer knowledge in organizational renewal, especially via explorative new product development (NPD), remains ambiguous. While existing literature generally emphasizes the value of customer knowledge, critics argue that a strong customer focus can also de-motivate and misguide exploration. This study adds clarity to our understanding of this tension by drawing from an intensive analysis of the corporate archives of a rapidly growing high-tech company. The …

Marketing-as-practice : A framework and research agenda for value-creating marketing activity

2023

This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketin…