Managerial practice has identified innovation as a central success factor for companies today, and CEOs underline innovation's importance with statements such as “all I've done since I got here is focus on one word: innovation” (Zander 2005) or “the only way for […] companies to reach revenue goals […] is to ‘innovate like crazy’” (Tuttle 2010). Managers regard innovation as a focal point of a company's competitiveness and “a crucial element for its long-term strength and survival” (Damanpour/ Gopalakrishnan 1999, p. 57). Thus, innovations are particularly critical for companies' long-term success, and “it is impossible to escape the reality that corporations must be innovative in order to survive” (Amabile 1988, p. 124).
KeywordsMajor Goal Market Orientation Customer Loyalty Strategic Orientation Strategic Priority
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