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Commoditization and IT Product Innovation Strategies from an IT Firm Perspective |
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| Authors: | Jeroen Bronkhorst Jaap Schaveling Marijn Janssen |
| Affiliation: | 1. Hybrid IT Business Unit, Hewlett Packard Enterprise, Amstelveen, Netherlands;2. Center for Leadership and Personal Development, Nyenrode Business Universiteit, Breukelen, Netherlands;3. ICT section of the Technology, Policy and Management, Delft University of Technology, Delft, Netherlands |
| Abstract: | Based on a survey (N = 248 business managers) this study confirms that different types of innovation in IT products have a direct positive impact on IT firms’ business performance. The commoditization level of IT markets acts as a moderator dampening this positive relationship. This implies that IT firms should take existing commoditization levels as well as a mix of IT product innovation types into account as part of their innovation strategy. |
| Keywords: | Innovation innovation strategies commoditization business performance information technology IT industry |