3.8 Article

Transcending innovativeness towards strategic reflexivity

期刊

QUALITATIVE MARKET RESEARCH
卷 15, 期 4, 页码 420-+

出版社

EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/13522751211257097

关键词

Innovation; Value; Reflexivity; Strategy; Marketing; Change; Competitiveness

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Purpose - The purpose of the research is to utilize and expand on existing knowledge on organizational value-based innovativeness, towards the development of the strategic reflexivity concept, for businesses competing in the contemporary ever-modulating business environments. Design/methodology/approach - The paper is based partly on primary qualitative research and partly on theoretical research. The former consists of a six month long in-house observation and data gathering of a large company (OPERACOM Group) innovation process and on 45 semi-directive interviews of practitioners and experts. Findings - The findings descriptively portray the varying competitive conditions as intolerant of conventional strategic marketing planning; and unable to sustain any lasting competitive advantage. Prescriptively, the research proposes a change of strategic philosophy and practice, through a shift from orthodox planning to the design of value-based reflexive mechanisms that automatically adapt to change. The paper finally presents a preliminary model for the proposed strategic reflexivity process. Research limitations/implications - The paper, though scientific, it is in parallel a conceptual one. The strategic reflexivity concept and its consequent model therefore, are presented, not as a definitive answer to the concerns of contemporary businesses; but rather as a scientifically-based proposition towards further practical and scholarly development. Originality/value - The research value rests on a tripod of original contributions: it adds to the voices calling executives to give up on conventional tactical strategic means, counter-proposing strategic redevelopment that is explicitly value-based; it identifies the value-based innovational elements deemed critical in the strategic redevelopment of businesses in hypercompetitive environments; and it develops the strategic reflexivity concept and process within the above context towards theoretical development and practical implementation.

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