Browsing by Author "Vieira, J. M. Carvalho"
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- New project innovativeness: The case of Portuguese financial servicesPublication . Vieira, J. M. Carvalho; Serra, Elisabete; Castro, Alberto; Martinez, A. L. GuevaraServices marketing literature has a tendency to perceive new services as generic and easily imitable. This paper examines the relationship of new services performance determinants (strategic/environment) from the application of a generic model. In particular, we investigate the degree of discontinuity of new projects(innovativeness to market/firm) impacts upon different levels of performance (financial/no-financial). The results of binary logistic regression analysis suggest that the factors that discern best-high marginal success is slightly different, and even lessened, than those that discern successful from unsuccessful innovations. Univariate analysis of variance indicates that there is a significant individual/interactions effect from new product innovativeness (to market/firm).