Radical innovation across nations: the pre-eminence of corporate culture

Journal of Marketing

Marketing

Journal of Marketing 2009 Vol 73:1 p 3-23

Tellis G J;Prabhu J C;Chandy R

Rajesh Chandy

2009

Radical innovation is an important driver of the growth, success, and wealth of firms and nations. Because of its importance, authors across various disciplines have proposed many theories about the drivers of such innovation, including government policy and labor, capital, and culture at the national level. The authors contrast these theories with one based on the corporate culture of the firm. They test their theory using survey and archival data from 759 firms across 17 major economies of the world. The results suggest the following: First, among the factors studied, corporate culture is the strongest driver of radical innovation across nations; culture consists of three attitudes and three practices. Second, the commercialization of radical innovations translates into a firm's financial performance; it is a stronger predictor of financial performance than other popular measures, such as patents. The authors discuss the implications of these findings for research and practice.

Innovation; Corporate culture; Cross-cultural; Cross-national; Marketing metrics

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