Explicando el éxito de la innovación desde la perspectiva del cliente: la interacción entre la novedad para el cliente y las ventajas de la innovación
DOI:
https://doi.org/10.46661/rev.metodoscuant.econ.empresa.8532Palabras clave:
Innovación de producto/servicio, novedad para el cliente, ventajas de la innovación, éxito de la innovación, performance, análisis factorial confirmatorio, regresión múltiple, margins, STATAResumen
Los efectos de la novedad para el cliente y las ventajas de la innovación en el éxito de la innovación han sido ampliamente investigados desde diferentes perspectivas, especialmente en un contexto B2C. Sin embargo, apenas se ha estudiado la influencia conjunta de estos dos determinantes. En este trabajo se utiliza el marco teórico del valor percibido por el cliente para explicar los efectos principales de la novedad para el cliente y las ventajas de la innovación, así como su interacción, sobre las dimensiones financiera y no financiera del éxito de la innovación en un contexto B2B. Se recogieron datos mediante una encuesta telefónica a una muestra de 170 empresas españolas con hasta 3 informantes. Para validar el modelo de medida, se llevó a cabo un análisis factorial confirmatorio, y para el contraste de hipótesis, una regresión múltiple jerárquica, con una estimación posterior de la moderación utilizando el comando margins de STATA. Los resultados confirmaron las predicciones del marco teórico del valor percibido por el cliente para el rendimiento financiero de la innovación, pero no para el rendimiento no financiero.
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