Customers & Innovation

Guest Editors: Barbara Caemmerer & Orsolya Sadik-Rozsnyai, ESSCA, France

Innovations are shaping customers’ everyday life and are creating new business opportunities for companies. The digital transformation leads to a growing presence of robots, new devices and services. Some recurrent concepts used in this context include Virtual Reality, Artificial Intelligence, Cognitive Systems and the Internet of Things – all of which contribute to the disruption and evolution of intensively competitive markets. However, to successfully create and launch these innovations, it is critical to understand customers’ behaviour in B2C as well as B2B contexts and identify relevant targets and marketing strategies.

The purpose of this special issue is to develop new theoretical and managerial contributions in customer behaviour related to innovations. This includes customer and company innovativeness, as well as the perception, adoption, and use of, as well as the resistance to innovations.

Traditional adoption models (e.g. Rogers, 2003; the TAM model of Davis, 1989) remain robust and are widely utilised in research, but further exploration into the evolution of customer behaviour is necessary in order to understand whether innovations affect the customer decision-making (e.g. Gounaris & Koritos, 2012; Sharma & Nayak, 2017).

This special issue encourages contributions exploring changes in customer behaviour in relation to concepts such as value perceptions of and price sensitiveness to innovations, including innovative products, services and business models (e.g. Mele, 2009; Sadik-Rozsnyai & Bertrandias, 2019).

Moving beyond the individual consumer, we wish to include papers that shed light onto the evolution of customer behaviour and reactions to innovation in B2B settings (Nagy, Schuessler & Dubinsky, 2016). As all industry sectors are disrupted or at least impacted by innovations there is a need for a better understanding how they affect corporate buying decisions.

Finally, we are also looking for contributions in the field of innovation management, including topics such as network effects and organisational learning (e.g. Redwood & Ford, 2012; Story, O’Malley, Hart & Saker, 2008), as well as the role of communication management in the launch of innovations, with a specific focus on digital communication strategies (e.g. Roberts & Piller, 2016).

Articles can cover radical or incremental innovations as well as high-tech or low-tech innovations. We also encourage papers that bridge the gap between marketing and other disciplines such as computer science, sociology, and engineering. We accept conceptual and empirical papers with quantitative and/or qualitative methodological approaches.

Submission Requirements:
Authors should submit manuscripts of between 6,000–10,000 words (excluding tables, references, captions, footnotes and endnotes). All submissions must strictly follow the guidelines for the Journal of Customer Behaviour. These are available at: https://www.westburn-publishers.com/journals/customer-behaviour/authors/

Manuscripts should be submitted online using the Journal of Customer Behaviour ScholarOne Manuscripts site (https://mc.manuscriptcentral.com/wpjcb). New users should first create an account. Once a user is logged onto the site submissions should be made via the Author Centre. Authors should prepare and upload two versions of their manuscript. One should be a complete text, while in the second all document information identifying the author should be removed from the files to allow them to be sent anonymously to referees. When uploading files authors will then be able to define the non-anonymous version as “Complete paper with author details”, and the anonymous version as “Main document minus author information”. To submit your manuscript to the Special Issue choose “Special Issue Article” from the Manuscript Type list when you come to submit your paper. Also, when you come to the ‘Details and Comments’ page, answer ‘yes’ to the question ‘Is this manuscript a candidate for a special issue’ and select the Special Issue Title of Customers & Innovation in the text field provided.

Informal queries regarding guest editors’ expectations or the suitability of specific research topics should be directed to the Special Issue Editors:

Professor Barbara Caemmerer: Barbara.CAEMMERER@essca.fr
Dr Orsolya Sadik-Rozsnyai: Orsolya.SADIK-ROZSNYAI@essca.fr

The closing date for submissions is 15 February 2020.

Technical queries about submissions can be referred to the Editorial Office: jcbeditorial@westburn.co.uk


Davis, F.D. (1989). Perceived usefulness, perceived ease of use and user acceptance of information technology. MIS Quarterly, 13(3), 319-340. https://doi.org/10.2307/249008
Gounaris S. & Koritos C. (2012). Adoption of technologically-based innovations: the neglected role of bounded rationality. Journal of Product Innovation Management, 29(5), 821-838. https://doi.org/10.1111/j.1540-5885.2012.00942.x
Mele, C. (2009). Value innovation in B2B: Learning, creativity, and the provision of solutions within the Service-Dominant-Logic. Journal of Customer Behaviour, 8(3), 199-220. https://doi.org/10.1362/147539209X469308
Nagy, D., Schuessler, J. & Dubinsky, A. (2016). Defining and identifying disruptive innovations. Industrial Marketing Management, 57, 119-126. https://doi.org/10.1016/j.indmarman.2015.11.017
Redwood, M. & Ford, D. (2012). The role of a single actor in technical innovation and network evolution: An historical analysis of the leather network. Journal of Customer Behaviour, 11(2), 181-196. https://doi.org/10.1362/147539212X13420906144750
Roberts, D.L. & Piller, F.T. (2016). Finding the right role for social media in innovation. MIT Sloan Management Review, 57(3), 40-47.
Rogers, E.M. (2003). Diffusion of Innovations, 5th ed. The Free Press, New York, NY.
Sadik-Rozsnyai, O. & Bertrandias, L. (2019). New technological attributes and willingness to pay: the role of social innovativeness. European Journal of Marketing, 53(6), (in press) https://doi.org/10.1108/EJM-12-2016-0834
Sharma, K. & Nayak, N. (2017). A study on consumer perspectives for adoption and diffusion of innovation in fairness creams for males in India. Journal of Customer Behaviour, 16(1), 75-89. https://doi.org/10.1362/147539217X14909732699499
Story, V., O’Malley, L., Hart, S. & Saker, J. (2008). The development of relationships and networks for successful radical innovation. Journal of Customer Behaviour, 7(3), 187-200. https://doi.org/10.1362/147539208X369634