How Does Subculture of Consumption Affect Innovation?

Tsun Jin Chang

《Applied Science and Management Research》 5卷1期 (2018/09) Pp. 75-81

https://doi.org/10.6511/ASMR.201809_5(1).0007

摘要

This article suggests that there is an inverse U-shaped relationship between subculture of consumption and innovation in organizations: both too much and too little subculture of consumption may be harmful to organizational innovation. This study argues that too little access to the subculture of consumption hinders product innovation because it restrains the innovation team from acquiring the voice of the customers who have higher royalty toward your products. On the other hand, too much linkages with the subculture of consumption could bring product innovation team a fatal inflexibility when the appearance of a radical technological innovation. Taken the two opposite forces together, it suggests that an intermediate level of linkage with a subculture of consumption is optimal for innovation.

關鍵字

Subculture of Consumption ； Sustained Innovativeness Performance ； Organizational Innovation