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Creating innovation that drives authenticity

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

Journal of Service Management

ISSN: 1757-5818

Article publication date: 3 June 2019

Issue publication date: 8 August 2019

1974

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 innovation–authenticity relationship is developed and justified based upon prior research regarding brand extensions and authenticity.

Findings

The innovation–authenticity 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 innovation–authenticity–loyalty relationship. It applies C–D Mapping in a completely new way to provide managerially relevant visualization of customers’ perceptions of a new innovation vis-à-vis the parent brand to guide strategic decision making. The paper also suggests areas for further research to improve our understanding of successful innovation–authenticity alignment.

Keywords

Citation

Keiningham, T.L., He, Z., Hillebrand, B., Jang, J., Suess, C. and Wu, L. (2019), "Creating innovation that drives authenticity", Journal of Service Management, Vol. 30 No. 3, pp. 369-391. https://doi.org/10.1108/JOSM-12-2018-0383

Publisher

:

Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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