Portfolio Innovativeness

Concerning the impact of portfolio innovativeness on performance, empirical evidence is mixed. This research project strives at clarifying, how the innovativeness scale's properties and the respondents' functional background affect the firm performance impact of portfolio newness. Based on a sample of 680 marketing and technology professionals, three research questions are tested: (1) Do employees with different backgrounds have a shared understanding of the degree of portfolio innovativeness in general? (2) Does a functional background in marketing or in technology make a difference in assessing portfolio innovativeness per aspect? (3) Do potential assessment differences have an influence on the relationship between portfolio innovativeness and firm performance? Following recent methodological developments in marketing research, the potential of Rasch models to develop an empirical measure for the innovativeness scale is assessed.

Principal researchers: Dr. & Dr. Carsten Schultz (TU Berlin, DE).