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Assessing the Strategy of Innovative Impression
Rajan Nataraajan and Daniel R. Sersland
Journal of Marketing Theory and Practice
Vol. 1, No. 2 (Winter, 1993), pp. 35-42
Published by: Taylor & Francis, Ltd.
Stable URL: http://www.jstor.org/stable/40469668
Page Count: 8
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The authors point out that in addition to the strategy of product innovation followed by some firms and the strategy of innovative imitation followed by many firms, a third strategy of simply projecting an innovative image regardless of what they do may be followed by some firms. Focusing on the high-tech sector, and using the defense contractor industry as an example, they elucidate the phenomenon of innovative impression. Additionally, they also position the strategy toward innovative impression conceptually and discuss its general viability.
Journal of Marketing Theory and Practice © 1993 Taylor & Francis, Ltd.