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A behavioral approach to organizational innovation adoption

Author

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  • Makkonen, Hannu
  • Johnston, Wesley J.
  • Javalgi, Rajshekhar (Raj) G.

Abstract

The effective adoption of continuously developing new technologies is a critical determinant of organizational competitiveness. However, the current literature provides scant understanding on the issue of how organizations actually adopt innovations, instead offering divergent and contradictory conceptualizations, as well as models of adoption, as a dichotomous choice rather than organizational behavior. Respectively, this study introduces a customer-dominant logic lens in the organizational adoption context to provide a behavioral approach on organizational innovation adoption. The study examines four qualitative cases and contributes to the literature by conceptualizing the continuous and specific adoption activities that organizations engage in for adoption, identifying goals and technical infrastructure, business relationships, and key individuals as the main elements in organizations that shape the activities and thus adoption behaviors, and providing an example typifying different kinds of adoption behaviors. These new conceptualizations and the empirical accounts regarding organizational adoption behavior provide implications for further research and for management.

Suggested Citation

  • Makkonen, Hannu & Johnston, Wesley J. & Javalgi, Rajshekhar (Raj) G., 2016. "A behavioral approach to organizational innovation adoption," Journal of Business Research, Elsevier, vol. 69(7), pages 2480-2489.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:7:p:2480-2489
    DOI: 10.1016/j.jbusres.2016.02.017
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    References listed on IDEAS

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    Cited by:

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    3. Mero, Joel & Leinonen, Miira & Makkonen, Hannu & Karjaluoto, Heikki, 2022. "Agile logic for SaaS implementation: Capitalizing on marketing automation software in a start-up," Journal of Business Research, Elsevier, vol. 145(C), pages 583-594.
    4. Gruber, Mario, 2020. "An evolutionary perspective on adoption-diffusion theory," Journal of Business Research, Elsevier, vol. 116(C), pages 535-541.
    5. Xiaodong Li & Li Huang & Ai Ren & Qi Li & Xuejin Zeng, 2022. "The Effect of Production Structure Roundaboutness on the Innovation Capability of High-Tech Enterprises—The Mediating Role of Technology Absorption Path," Sustainability, MDPI, vol. 14(9), pages 1-14, April.
    6. Dalla Pozza, Ilaria & Goetz, Oliver & Sahut, Jean Michel, 2018. "Implementation effects in the relationship between CRM and its performance," Journal of Business Research, Elsevier, vol. 89(C), pages 391-403.
    7. Roberts, Ruby & Flin, Rhona & Millar, David & Corradi, Luca, 2021. "Psychological factors influencing technology adoption: A case study from the oil and gas industry," Technovation, Elsevier, vol. 102(C).
    8. Su, Jingqin & Zhang, Yajie & Wu, Xianyun, 2023. "How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises," Technological Forecasting and Social Change, Elsevier, vol. 193(C).

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