Exploring the B2B Innovation Decision Making Processes
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.
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