Journal article

Process Innovation and Performance: The Role of Divergence

Erik Mooi, John Rudd, Ad de Jong

European Journal of Marketing | Emerald | Published : 2020


Purpose Process innovation is a key determinant of performance. While extant literature paints a clear picture of the drivers of process innovation, the effect of process innovation on performance has received little attention. This paper aims to examine how the divergence of process innovation impacts performance. Divergence concerns the extent to which the observed level of process innovation diverges from the expected level of process innovation. Positive divergence occurs when the observed level of process innovation is higher than expected while for negative divergence the opposite occurs. In turn, the authors consider how divergence acts as a driver of performance. Design/methodology/..

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University of Melbourne Researchers