Exploring the B2B Innovation Decision Making Processes

University essay from Lunds universitet/Företagsekonomiska institutionen

Abstract: Date of the Seminar: May 2020 Course: ENTN39 Master’s Corporate Entrepreneurship and Innovation Internship and Degree Project (Master’s thesis 15 ECTS) Authors: Aida Lojo, Albert Tóth, Kevin Latorre Supervisor: Joakim Winborg Examiner: Sotaro Shibayama Keywords: Adoption of Innovation; Organizational Adoption Decision; B2B decision-making; Incremental Innovation; Radical Innovations; Psychological barriers to Adoption of Innovation; Innovation Resistance Research question: How do Psychological Barriers to Adoption of Innovation Evolve throughout the Organizational Decision-Making Process? Methodology: As part of this research, an inductive and qualitative study which is based on data collection through semi-structured interviews has been conducted. The research methodology relies on a longitudinal case study and takes an interpretive epistemological approach. The approach to data analysis has been in line with the methodology by Gioia, Corley, & Haamilton, (2013) and some elements of Eisenhardt, (1989). Theoretical perspectives: Rogers’(2003) innovation decision-making process and innovation resistance research as summarized by Joachim, Spieth, & Heindenreich, (2018). Comparison between Innovation Adopting Organization (IAO) and Innovation Generating Organization (IGO) as researched by Damanpour & Wischnevsky, (2006). Conclusion: A dynamic model which reflects the comprehensive view on B2B decision making shows that an innovation-decision process by an Innovation Adopting Organization can be divided into two parts. In the first part (pre-decision phase), the decision is made by an organization, while in the second part (post-decision phase), the decision power shifts to consumers. The psychological barriers that have been identified based on consumer studies are also applicable to the organizational settings. Further on, the pre-decision and post-decision phase experience similar challenges; social risk, economic risk and resource risk are present in both phases, but manifested differently.

  AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)