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http://hdl.handle.net/10609/84237
Title: Orientación proactiva hacia el cliente, cooperación y uso de las TIC: Un análisis empírico sobre sus interrelaciones y efectos como potenciadores de la innovación en producto
Author: Jiménez Zarco, Ana Isabel  
Torrent Sellens, Joan  
Keywords: client-based proactive orientation
ICT
cooperation
communication
product innovation
Issue Date: Jan-2009
Publisher: Innovar: revista de ciencias administrativas y sociales
Citation: Jiménez-Zarco, A.I. & Torrent-Sellens, J. (2009). Orientación proactiva hacia el cliente, cooperación y uso de las TIC: un análisis empírico sobre sus interrelaciones y efectos como potenciadores de la innovación en producto. Innovar, 19(33), 55-76. http://hdl.handle.net/10609/84237
Series/Report no.: 19;33
Abstract: This work analyses client-based proactive orientation as shown by companies, and its strategic implications, regarding developing external cooperation action and using ICT, inhibiting or boosting new products being developed. Studying 1,220 companies led to contrasting initial hypotheses and confirming that a company which is proactively orientated towards the client encourages cooperative behaviour being developed and using information and communications technology (ICT), all such variables in turn encouraging product innovation. There are important strategic implications in this work, suggesting that it is highly recommendable for organisations to adopt this type of orientation and behaviour. Developing strategies aimed at offering a client ongoing value, and in turn, making a commitment to cooperation with agents in the environment and the intensive use of ICT, enables a company to enjoy important capability based on differentiating products in the market, obtaining the relevant information and knowledge for decision-making and/or enabling a rapid response to be made regarding market threats. Likewise, the boosting effect exercised by the foregoing variables related to developing innovative products offers important financial, strategic and market benefits thereby enabling organisations to strengthen and consolidate their competitive market position.
Language: Spanish
URI: http://hdl.handle.net/10609/84237
ISSN: 0121-5051
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