Championing the Organisational Goal of Product Leadership

What it measures

Measures the extent to which senior management publicly and repeatedly champions product leadership—developing leading-edge, innovative products that enhance customer value—as a core organisational goal. By championing this goal, senior management infuses customer knowledge development activities with intrinsic meaning, motivating employees to persist with experimentation and learning despite repeated failures. Items focus explicitly on senior management's role in strategic communication and framing. Items are administered with respect to a specific recent NPD project.

Representative items

• Senior management has repeatedly stated that innovations in product and strategy are key to the firm's success.
• Senior management has made it clear that the firm differentiates itself from competitors in the industry by being a superior innovator.
• Senior management believes that innovation is what this company is fundamentally about.

Citation

Joshi, A. W., & Sharma, S. (2004). Customer knowledge development: Antecedents and impact on new product performance. Journal of Marketing, 68(4), 47–59.