Innovation Importance Across Dimensions for Business-to-Business and Business-to-Consumer Firms: A Case Study-Based Analysis

The majority of innovation research seeks to establish frameworks regarding the definition and identification of innovation; complementarily, there exists a dearth of research attempting to provide frameworks for evaluating the effectiveness of innovation within a firm. Adapting an existing “web” framework, we created the redesigned innovation “web” with redefined dimensions of innovation and a clarified rating system. After testing this redesign to ensure it produced consistent results across users, I worked to generate hypotheses, based on various case studies, about how the importance of innovation dimensions may differ across types of businesses. The research findings indicated that for business-to-business (B2B) firms, the Internal Processes & Capabilities and Product Mix dimensions are the most important, and that for business-to-consumer (B2C) firms, the Brand, Presence, and Customer Experience dimensions are the most important. Disciplines Business This thesis or dissertation is available at ScholarlyCommons: http://repository.upenn.edu/wharton_research_scholars/132