Commoditization and IT Product Innovation Strategies from an IT Firm Perspective

Journal article (2019)

Authors

Jeroen Bronkhorst Hewlett-Packard Enterprise
Jaap Schaveling Nyenrode Business Universiteit
Copyright: © 2019 Jeroen Bronkhorst, Jaap Schaveling, M.F.W.H.A. Janssen
DOI: https://doi.org/10.1080/10580530.2019.1587575
Information technology Innovation Business performance IT industry Commoditization Innovation strategies
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Published Date

2019

Language

English

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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.