Creating innovation that drives authenticity

Purpose The purpose of this paper is to explore the relationship between innovation and authenticity by developing a conceptual framework that illuminates the key constructs. Design/methodology/approach The paper adopts a common perspective – the customer – for both innovation and authenticity. A co...

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Bibliographic Details
Published in:International journal of service industry management 2019-08, Vol.30 (3), p.369-391
Main Authors: Keiningham, Timothy Lee, He, Zeya, Hillebrand, Bas, Jang, Jichul, Suess, Courtney, Wu, Laurie
Format: Article
Language:English
Subjects:
Authenticity
Brand loyalty
Competition
Competitive advantage
Consumers
Customer services
Innovations
Management
Perceptions
Postmodernism
Researchers
Service industries
Success
Tourism
Travel
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Summary:Purpose The purpose of this paper is to explore the relationship between innovation and authenticity by developing a conceptual framework that illuminates the key constructs. Design/methodology/approach The paper adopts a common perspective – the customer – for both innovation and authenticity. A conceptual framework identifying the roles of centrality and distinctiveness in the innovation–authenticity relationship is developed and justified based upon prior research regarding brand extensions and authenticity. Findings The innovation–authenticity relationship can be visualized and managed using two constructs: centrality and distinctiveness. Centrality is proposed to have a positive relationship, whereas distinctiveness is proposed to have a non-linear (inverted-U) relationship. Originality/value The paper contributes a new conceptualization of the innovation–authenticity–loyalty relationship. It applies C–D Mapping in a completely new way to provide managerially relevant visualization of customers’ perceptions of a new innovation vis-à-vis the parent brand to guide strategic decision making. The paper also suggests areas for further research to improve our understanding of successful innovation–authenticity alignment.
ISSN:1757-5818
1757-5826
DOI:10.1108/JOSM-12-2018-0383