File Download

There are no files associated with this item.

  Links for fulltext
     (May Require Subscription)
Supplementary

Article: The effects of customer acquisition and retention orientations on a firm's radical and incremental innovation performance

TitleThe effects of customer acquisition and retention orientations on a firm's radical and incremental innovation performance
Authors
KeywordsCustomer acquisition
Incremental innovation
Innovation performance
Radical innovation
Customer retention
Issue Date2011
Citation
Journal of the Academy of Marketing Science, 2011, v. 39, n. 2, p. 234-251 How to Cite?
AbstractThe 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 Identifierhttp://hdl.handle.net/10722/230864
ISSN
2015 Impact Factor: 3.744
2015 SCImago Journal Rankings: 3.861

 

DC FieldValueLanguage
dc.contributor.authorArnold, Todd J.-
dc.contributor.authorFang, Eric (Er)-
dc.contributor.authorPalmatier, Robert W.-
dc.date.accessioned2016-09-01T06:06:59Z-
dc.date.available2016-09-01T06:06:59Z-
dc.date.issued2011-
dc.identifier.citationJournal of the Academy of Marketing Science, 2011, v. 39, n. 2, p. 234-251-
dc.identifier.issn0092-0703-
dc.identifier.urihttp://hdl.handle.net/10722/230864-
dc.description.abstractThe 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.languageeng-
dc.relation.ispartofJournal of the Academy of Marketing Science-
dc.subjectCustomer acquisition-
dc.subjectIncremental innovation-
dc.subjectInnovation performance-
dc.subjectRadical innovation-
dc.subjectCustomer retention-
dc.titleThe effects of customer acquisition and retention orientations on a firm's radical and incremental innovation performance-
dc.typeArticle-
dc.description.natureLink_to_subscribed_fulltext-
dc.identifier.doi10.1007/s11747-010-0203-8-
dc.identifier.scopuseid_2-s2.0-79551514729-
dc.identifier.volume39-
dc.identifier.issue2-
dc.identifier.spage234-
dc.identifier.epage251-

Export via OAI-PMH Interface in XML Formats


OR


Export to Other Non-XML Formats