New project innovativeness: The case of Portuguese financial services

• Author(s): Vieira, J. M. Carvalho ; Serra, Elisabete ; Castro, Alberto ; Martinez, A. L. Guevara
• Date: 2004
• Persistent ID: http://hdl.handle.net/10400.14/5234
• Origin: Veritati - Repositório Institucional da Universidade Católica Portuguesa
• Document Type: Article
• Language: English

Description

Services marketing literature has a tendency to perceive new services as generic and easily imitable. This paper examines the relationship of new services performance determinants (strategic/environment) from the application of a generic model. In particular, we investigate the degree of discontinuity of new projects(innovativeness to market/firm) impacts upon different levels of performance (financial/no-financial). The results of binary logistic regression analysis suggest that the factors that discern best-high marginal success is slightly different, and even lessened, than those that discern successful from unsuccessful innovations. Univariate analysis of variance indicates that there is a significant individual/interactions effect from new product innovativeness (to market/firm).