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Institute
BTU
Innovationsmanagement in Wertschöpfungsnetzwerken: Erfolgsfaktoren und softwarebasierte Tools
(2005)
Approaching the Future with Multiple Scenario Analysis including Two-Mode Clustering Procedures
(2010)
Model Selection in Latent Class Metric Conjoint Analysis: Sequential and Simultaneous Approaches
(2006)
Identifying the Number of Classes in Hierarchical Bayes Latent Class Metric Conjoint Analysis
(2006)
Marketing meßbar machen - Der Erfolg von speziellen Marketingmaßnahmen wird bei Upjohn quantifiziert
(1996)
Acceptance of Recommendations to Buy in Online Retailing and Their Effect on Customer Satisfaction
(2009)
"Too many Cooks Spoil the Broth": Key Persons and Their Roles in Inter-Organizational Innovations
(2013)
Key persons can play an important role in the development and diffusion of new products, processes or technologies. Their functions, contributions and interactions within companies have been subject to numerous investigations. From a theoretical point of view, promotor theory focuses on several specialists to overcome different barriers to innovation, while champion theory concentrates on generalists playing multiple roles. Empirical results point to generalists being better suited for highly innovative projects, but on the other hand different roles should preferably be played by different key persons. A central gap in the literature is that this issue has not been investigated sufficiently so far in an inter-organizational context. The questions are: Is role accumulation beneficial for innovation project performance with respect to the key persons? Is role accumulation even more advantageous with increasing degrees of innovativeness? A sample of 107 innovation projects where small and medium-sized enterprises take part is used as a unit of analysis. The network manager served as the respondent. A measurement approach based on an extended Rasch scale was introduced for this purpose. The results show that indeed ‘too many cooks spoil the broth’: Instead of many single-role players in each organization, we need a few multiple role players in an inter-organizational context.
Since its introduction into the marketing literature by Martilla and James, the Importance-Performance Analysis has proven multiple times to be a cost-effective technique for measuring attribute importance and performance of services for the customer. Additionally, it gives managers valuable hints in order to improve their products and services. However, despite a long list of successful applications overtime one critical aspect remains—the validation of the importance values by direct measurement. Besides the limitations and critics that accompanied with stated importance techniques, a lot of research results show that it is better to use direct methods in place of indirect measures. Some researchers suggest measuring the customers’ priority structure to compensate the critical points within the direct questioning. This study shows how the critical incident technique can be helpful for the validation of such results.