Influential Factors in Innovation Initiatives at a Telecom Equipment Supplier : A Study of Lead Generation and Add-on Sales’ Hindrances and Enablers

Abstract: Abstract In this research, we aim to look at the inner workings of Lead Generation and Add-on Sales through the eye of the people working directly with it. We do that with the objective of understanding what contributes positively to its success and what can cause problems or hinders it throughout all its stages from generating innovative ideas to implementing and selling them. We have chosen a qualitative method to conduct this study using an interpretive paradigm in performing our analysis of the findings. The data was collected by organizing interviews with participants that we selected in collaboration with Telco’s researchers. The interviews were recorded, transcribed and coded to form our primary data. In addition to that, we have used vast secondary data that was deemed to be relevant to the subject we were researching. After analyzing the results and findings, we look to answer the research questions, which concern the difficulties accompanying the innovative process between initiating an idea and implementing it as well as identifying the enablers and hindrances that arise during the operations of these innovative initiatives called Lead Generation and Add-on Sales. Once factors were identified, further analysis is performed to discuss if these factors are hindrances or enablers to the innovative initiatives at Telco. The frontline employees’ new business ideas (leads) or add-on sales are added as inputs to the ICT systems of this initiative and follow to subsequent phases until reach the commercialization phase in case they succeed, all the phases and processes occur through the ICT systems. In the context of this research, technology plays a key role and not only make the Lead Generation and Add-on sales processes viable but is also a factor that can either facilitate or impede potential leads or add-on sales to succeed. We put forward a model to better illustrate our findings and clarify the reasoning behind them. Despite the delimitations in terms of scope of this research, we believe that our findings and analysis can play a role in contributing to the understanding of factors that can be a barrier in the pursuit for innovation.