Browsing by Author "Porth, Robin"
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- Marketing open innovation : how communicating the openness of a firm's innovation process influences consumer's brand perceptionPublication . Porth, Robin; Peukert, ChristianOpen innovation has long embarked its path to become the new paradigm of research and development, and firms make no secret of their activities in this field. In fact, a growing number of firms actively communicate their open innovation approach through various channels. This study sheds light on the consumer perspective of open innovation and demonstrates how consumers respond to learning about a company’s open innovation activities. In a preliminary study, the innovation perception of different smartphone brands is measured. The main study then utilizes the most innovative and least innovative brands as a stimulus for an online experiment with 433 participants (N) to uncover the open innovation effect and its boundary conditions. The results show a positive effect of open innovation communication for innovative firms on both innovation perception and overall brand perception. In contrast, the study reveals a negative open innovation effect on innovation and brand perception for firms that are perceived as less innovative. Besides, the age of the customers is identified as a second important boundary condition, indicating that older customers prefer factual advertising over communicating an open innovation background. Afterwards, the economic relevance of the study is emphasised by demonstrating that the improved innovation and brand perception lead to stronger purchasing intentions. The study concludes by giving hands-on advice to managers on how they can leverage their open innovation activities for marketing purposes.