The Effects of Mainstream and Emerging Customer Orientations on Radical and Disruptive Innovations

Vijay Govindarajan, Praveen K. Kopalle, Erwin Danneels · 2011 · Journal of Product Innovation Management

Summary. Customer orientation affects innovation differently depending on the type. Mainstream customer focus drives radical innovations using new technology but hinders disruptive innovations targeting emerging markets. Emerging customer orientation boosts disruptive innovation but doesn't affect radical innovation. Technology scanning supports radical innovation, while willingness to cannibalize supports disruptive innovation. Firms can pursue both mainstream and emerging customer orientations simultaneously.

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Govindarajan, V., Kopalle, P. K., & Danneels, E.. (2011). The Effects of Mainstream and Emerging Customer Orientations on Radical and Disruptive Innovations. Journal of Product Innovation Management. https://doi.org/10.1111/j.1540-5885.2011.00865.x

@article{govindarajan-2011-effects-mainstream-emerging-customer-orientations,
  title   = {The Effects of Mainstream and Emerging Customer Orientations on Radical and Disruptive Innovations},
  author  = {Vijay Govindarajan and Praveen K. Kopalle and Erwin Danneels},
  journal = {Journal of Product Innovation Management},
  year    = {2011},
  doi     = {10.1111/j.1540-5885.2011.00865.x},
  url     = {https://doi.org/10.1111/j.1540-5885.2011.00865.x}
}

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Details

DOI: 10.1111/j.1540-5885.2011.00865.x
Countries: United States
Regions: North America
Categories: innovation-theory, general-innovation
Added: 2026-04-28