Authors: Jan Ostendorf; Ronika Chakrabarti; Stefanos Mouzas
This study investigateshow companies innovate in their business networks. Byexamining the role of leveraging resources, we consider the product category of retail brand paintswithin the do-it-yourself (DIY) paint industry, where the role of innovation is pertinent to achieve differentiation and create value.Hence, this empirical study investigates innovation as a process of leveraging resources within business relationships. Research findings demonstrate that manufacturers and retailers jointly leverage resources in order to achieve innovative retailer brands. Nonetheless, companies need to carefully address theseresource leveragingprocesses and assess theiravailable options in developing innovations that enable sustainable growth.
Journal: n.a. (n.a. – n.a.)
Web Address: n.a.
Publish Year: 2012
Conference: Rome, Italy (2012)