Creating innovation that drives authenticity Academic Article uri icon

abstract

  • Purpose The purpose of this paper is to explore the relationship between innovation and authenticity by developing a conceptual framework that illuminates the key constructs. Design/methodology/approach The paper adopts a common perspective the customer for both innovation and authenticity. A conceptual framework identifying the roles of centrality and distinctiveness in the innovationauthenticity relationship is developed and justified based upon prior research regarding brand extensions and authenticity. Findings The innovationauthenticity relationship can be visualized and managed using two constructs: centrality and distinctiveness. Centrality is proposed to have a positive relationship, whereas distinctiveness is proposed to have a non-linear (inverted-U) relationship. Originality/value The paper contributes a new conceptualization of the innovationauthenticityloyalty relationship. It applies CD Mapping in a completely new way to provide managerially relevant visualization of customers perceptions of a new innovation vis--vis the parent brand to guide strategic decision making. The paper also suggests areas for further research to improve our understanding of successful innovationauthenticity alignment.

published proceedings

  • JOURNAL OF SERVICE MANAGEMENT

altmetric score

  • 0.5

author list (cited authors)

  • Keiningham, T. L., He, Z., Hillebrand, B., Jang, J., Suess, C., & Wu, L.

citation count

  • 17

complete list of authors

  • Keiningham, Timothy Lee||He, Zeya||Hillebrand, Bas||Jang, Jichul||Suess, Courtney||Wu, Laurie

publication date

  • August 2019