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Why All Innovations are Not a Breakthrough?

出版	SSRN, 2018
URL	http://books.google.com.hk/books?id=IJ__zgEACAAJ&hl=&source=gbs_api

註釋This study is aimed at empirically investigating the impact of individual innovative behavior on firms' radical innovation where this behavior is shaped by performance and image outcome expectations. Further it explores the buffering effect of firms' imitation orientation on the positive relationship between individual innovative behavior and firms' radical innovation. This study is an attempt to find answers to the question why all innovations are not a breakthrough? Data was collected from 276 employees of 24 advertising agencies located in Lahore following convenience sampling technique. Structural equation modeling technique was used for data analysis. Findings of this preliminary study indicated that expected positive performance outcomes are positively associated whereas expected image risks are negatively associated with individual innovative behavior. Although statistical significance was not achieved for some of the relationships yet they confirm the proposed relationship. Moreover, firms' imitation orientation provides an indication of the buffering effect on the relationship between innovative behavior and radical innovation. This study is particularly important for advertising, design driven and manufacturing organizations where radical innovations play a significant role in gaining competitive advantage. This study contributes to existing literature by measuring individual innovative behavior as the predictor of firms' radical innovation. Moreover, it is the first attempt to directly theorize and test the moderating role of firms' imitation orientation on the relationship between individual innovative behavior and firms' radical innovation.