How does a component from a supplier with high reputation for product innovation improve the perception of a final offering? A process perspective |
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Authors: | Christian Linder Sven Seidenstricker |
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Institution: | 1. Faculty of Economics and Management, Free University of Bozen-Bolzano, Piazza Università 1, 39100 Bolzano, Italy;2. Fraunhofer-Institute for Industrial Engineering, Nobelstr. 12, 70569 Stuttgart, Germany |
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Abstract: | An excellent reputation for product innovation (RPI) is an intangible asset for any company and promises a sustainable competitive advantage. This study empirically analyzes the spillover effects of a high component supplier's RPI to the offering of the original equipment manufacturer (OEM). The results show that there are positive effects to be gained from the innovativeness of a component supplier, which increases the perceived performance of the final offering containing the supplier's product. In addition, the study demonstrates that such a strategic partnership between a component supplier and an OEM has the potential to influence the purchase intention of the final consumer in a positive manner, thereby creating value for both parties. Contributions are made to a better understanding of strategic options for such a partnership and to an on-going discussion on RPI and the importance of intangible attributes in innovation management. |
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Keywords: | Reputation for product innovation Ingredient branding Sports innovation Supply chain management Strategic partnership |
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