Effectuation Logic and Early Innovation Success: The Moderating Effect of Customer Co‐creation

Ko, Guihan; Roberts, Deborah L.; Perks, Helen; Candi, Marina

Abstract

This research examines whether and how customer co-creation activities moderate the relationship between effectuation logic and performance in the early stage of the innovation process. Effectuation logic is a promising decision-making logic for innovation success, but the tools that help translate this approach into innovation performance are under-researched. Three key dimensions of effectuation logic are examined: means-driven, partnerships and control. The results of a large-scale survey-based study indicate a varied and nuanced role of co-creation as a means to enhance the contribution of effectuation logic to early innovation success. This research helps increase our understanding of the often abstract principles of effectuation logic by examining its manifestation within the context of innovation and by showing how specific firm practices, here customer co-creation activities, can accentuate the contribution of effectuation logic to early innovation performance.

Citation

Ko, G., Roberts, D. L., Perks, H., & Candi, M. (2022). Effectuation Logic and Early Innovation Success: The Moderating Effect of Customer Co‐creation. British Journal of Management, 33(4), 1757-1773. https://doi.org/10.1111/1467-8551.12548

• Journal Article Type: Article
• Acceptance Date: Sep 6, 2021
• Online Publication Date: Oct 6, 2021
• Publication Date: 2022-10
• Deposit Date: Oct 27, 2021
• Publicly Available Date: Oct 7, 2023
• Journal: British Journal of Management
• Print ISSN: 1045-3172
• Electronic ISSN: 1467-8551
• Publisher: Wiley
• Peer Reviewed: Peer Reviewed
• Volume: 33
• Issue: 4
• Pages: 1757-1773
• DOI: https://doi.org/10.1111/1467-8551.12548
• Keywords: Management of Technology and Innovation; Strategy and Management; General Business, Management and Accounting
• Public URL: https://nottingham-repository.worktribe.com/output/6540445
• Publisher URL: https://onlinelibrary.wiley.com/doi/abs/10.1111/1467-8551.12548
• Additional Information: This is the peer reviewed version of the following article: Ko, G., Roberts, D.L., Perks, H. and Candi, M. (2021), Effectuation Logic and Early Innovation Success: The Moderating Effect of Customer Co-creation. Brit J Manage., which has been published in final form at https://doi.org/10.1111/1467-8551.12548. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.