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首页> 外文期刊>Journal of Innovation & Knowledge >Reputation for technological innovation: Does it actually cohere with innovative activity?
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Reputation for technological innovation: Does it actually cohere with innovative activity?

机译：技术创新的声誉：它实际上与创新活动相融合吗？

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Firms strategically promote, foster and pursue a reputation for technological innovation. Yet, present research did not examine whether such perception actually coheres with innovative activity itself. Previous studies in this field often relied solely on tangible products/product introductions, hence we apply multiple proxies based on a firm's intangible innovative performance to examine the influences on reputation for technological innovation. Using patent, financial and consumer data our Poisson regression analyzes 65 international firms which have been nominated by 231 consumers. We apply time-series and likewise cross-sectional data for our interdisciplinary analysis. Our findings demonstrate that innovative performance (citation intensity) is linked to reputation for technological innovation. Counter-intuitively, our results provide evidence that marketing intensity negatively influences a reputation for technological innovation. From the results, we conclude that innovative performance may be associated with a reputation for technological innovation. Actual technological advancement attracts attention from consumers that cannot be purchased with greater marketing investments. This implies that consumers appreciate the costly and uncertain R&D efforts and value those firms that constantly offer innovation. As a theoretical implication, the consideration of intangible inputs for reputation research is an important contribution for a holistic understanding. The results represent essential strategic information for innovation and marketing functions, where both divisions need to align their activities and investments.
机译：公司从战略上促进，培育和追求技术创新的声誉。然而，目前的研究并未检验这种观念是否真正与创新活动本身相吻合。以前在该领域的研究通常仅依赖于有形产品/产品介绍，因此，我们基于企业的无形创新绩效来应用多个代理，以研究对技术创新声誉的影响。使用专利，财务和消费者数据，我们的Poisson回归分析了由231位消费者提名的65家国际公司。我们将时间序列以及类似的横截面数据应用于我们的跨学科分析。我们的发现表明，创新绩效（引用强度）与技术创新的声誉息息相关。与直觉相反，我们的结果提供了证据，表明营销强度会对技术创新的声誉产生负面影响。从结果可以得出结论，创新绩效可能与技术创新的声誉有关。实际的技术进步吸引了消费者的注意，而消费者则无法通过大量的营销投资来购买。这意味着消费者欣赏昂贵且不确定的研发工作，并珍视那些不断提供创新的公司。从理论上讲，对声誉研究的无形投入的考虑是对整体理解的重要贡献。结果代表了创新和营销职能的重要战略信息，两个部门都需要调整其活动和投资。

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