Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2023 Annual

Drivers and performance outcomes of generational product innovativeness

Published: May 24, 2023


Nikolaos Kyriakopoulos, TU Delft; Paraskevas Argouslidis, Athens University of Economics & Business, School of Business, Department of Marketing & Communication


In certain sectors (e.g., consumer electronics), products are developed as part of successive product transitions where the new generation of the product replaces its predecessor. To the best of our knowledge, this paper is the first that takes a marketing perspective to examine the drivers and performance outcomes of a firm’s decision to determine generational product innovativeness (GPI). Empirical results from 201 generational product transitions in the UK show that a) market and technology sensing capabilities positively influence GPI, and b) GPI has an inverted U-shaped impact on generational product performance. The results contribute to the product innovation literature, which sparsely studied generational product transitions. The paper also provides managerial implications on how firms can enjoy superior generational product performance by leveraging outside-in capabilities and optimally managing GPI.