Aligning innovation with market characteristics in the nonprofit professional theater industry

Glenn B. Voss, Mitzi Montoya-Weiss, Zannie Giraud Voss

Research output: Contribution to journalArticle

40 Citations (Scopus)

Abstract

In this study, the authors integrate theories of innovation diffusion, relational exchange behavior, and organizational learning to explain the roles of innovation, product exploration experience, promotion, and market sophistication in determining firm performance. They test the research questions using objective measures of financial performance from a sample of 124 firms in the nonprofit professional theater industry. The results suggest that the independent variables interact in systematic ways to influence firm performance across two different customer segments: relational and transactional. The findings lend empirical support to two theoretical perspectives that have received little prior empirical examination: (1) Innovation performance is determined by characteristics of the overall marketplace and target market segments, and (2) product exploration experience enhances organizational learning and performance.

Original languageEnglish (US)
Pages (from-to)296-302
Number of pages7
JournalJournal of Marketing Research
Volume43
Issue number2
DOIs
StatePublished - May 2006
Externally publishedYes

Fingerprint

Industry
Organizational learning
Firm performance
Innovation
Market characteristics
Product innovation
Financial performance
Relational exchange
Innovation performance
Target markets
Sophistication
Diffusion of innovation theory
Organizational performance
Market segments

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

Cite this

Aligning innovation with market characteristics in the nonprofit professional theater industry. / Voss, Glenn B.; Montoya-Weiss, Mitzi; Voss, Zannie Giraud.

In: Journal of Marketing Research, Vol. 43, No. 2, 05.2006, p. 296-302.

Research output: Contribution to journalArticle

Voss, Glenn B. ; Montoya-Weiss, Mitzi ; Voss, Zannie Giraud. / Aligning innovation with market characteristics in the nonprofit professional theater industry. In: Journal of Marketing Research. 2006 ; Vol. 43, No. 2. pp. 296-302.
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