Generative Innovation Practices, Customer Creativity, and the Adoption of New Technology Products

Abstract

Introduction According to a 2005 Business Week article, the success rate of innovation initiatives in terms of meeting their financial objectives is less than 4%, with the innovation success rates within specific industries ranging from a mere 1% in the toy industry to only 7.5% in the pharmaceutical industry (Nussbaum, 2005). In a more recent study, Strategyn (2010) used 12