More similar than different: a study of cooperative product innovation with multiple stakeholders
This paper uses a strategy-structure-performance-based model of marketing channel relationship structure to conduct an empirical examination of the involvement of four external stakeholder groups in manufacturing firms' product innovation. The results show that firms' stakeholder orientation (strategy), involvement of stakeholders in product innovation (structure) and quality of stakeholder relationships (performance) are intrinsically linked. Also, the way in which multiple stakeholder groups were involved in manufacturing firms' product innovation was more similar than different.
von der Heidt, T & Scott, D 2011, 'More similar than different: a study of cooperative product innovation with multiple stakeholders', Journal of Management and Organization, vol. 17, no. 1, pp. 95-122.
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