Innovation diffusion and relationship marketing: An empirical study of factors influencing the intention to adopt the innovation of modular facility technology
By Gordon Leichter
Touro University International A Dissertation Submitted to the Faculty of Touro University International In Partial Fulfillment of the Requirements for the Degree of: Doctor of Psychology in Business Administration Chaired by Dr. Tao Gao Touro University International Committee: Dr. J.D. Eveland Touro University International Dr. Kristen DeTienne Touro University International Rev. 2.0
June 30, 2006
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Leichter, Gordon
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Abstract The adoption of innovations is widely discussed within innovation diffusion research. The various stages of adoption, innovation attributes, and adopter traits have been empirically measured and meta-analyzed by many researchers, in both consumer and organizational market situations. While innovation diffusion research originated in sociology, the majority of recent studies have been focused within marketing. However, only a few studies have attempted to operationalize and test a conceptual framework utilizing both innovation diffusion and marketing constructs. These few studies have not addressed the complexity of relationship marketing in any particular depth, especially in reference to the most critical transitional innovation diffusion stage of the intention to adopt. This study operationalizes and empirically tests a conceptual framework of 25 hypotheses utilizing both innovation diffusion and relationship marketing constructs regarding the most critical transitional innovation diffusion stage of the intention to adopt not previously addressed in other studies. Survey data was utilized regarding the intention to adopt the innovation of modular facility technology for building new pharmaceutical manufacturing facilities. The target population was senior level decision makers from pharmaceutical companies accessed through a common database from the International Society of Pharmaceutical Engineering, ISPE. The results provide valuable insight into a highly complex purchasing situation within a particular market segment. Findings indicate that an adopter’s perceived value as being more influential than an adopter’s perceived risk when developing an intention to adopt the innovation of focus. Furthermore, innovation diffusion antecedents were more influential due to early stage adoption dynamics with relative advantage, compatibility, and perceived acquisition and switching costs proving to being significant influencers in lieu of trust and relationship satisfaction. P R E V
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Acknowledgements A research project of this extensive nature could not be accomplished without the support, advice, and input of others. I am deeply indebted to my research committee consisting of Dr. Tao Gao, Chair, Dr. J.D. Eveland, and Dr. Kristen DeTienne. Their help, guidance, and encouragement greatly helped to navigate this challenging undertaking. Furthermore, my special gratitude is due to Dr. Gao who persevered and motivated me to complete this project with his patience and determination. Also, my gratitude is extended to the faculty of Touro University International for enabling a distinguished remote learning doctoral program, without which completing a program of this magnitude would be unattainable for someone in my situation. Additionally, gratitude to my employer and colleagues at Pharmadule, Inc, who have supported my efforts and provided me the opportunity to be exposed to the innovation of topic in this study, and for providing me the time and encouragement to compete the program. Furthermore, I thank the cooperation and support of the management of the International Society for Pharmaceutical Engineering (ISPE), inclusive of my long time colleague and friend Jon Tomson, who has supported me in my academic pursuits over the years. And lastly, and most importantly, my deepest gratitude is extended to my loving wife Nancy, and daughters Sarah and Rebecca; it would have been impossible to complete the project without their unselfish support and sacrifice over the duration of my study. Finally, I would like to dedicate this project to my beloved deceased parents, Howard and Muriel Leichter, whose hard work and life achievements instilled the importance of the pursuit of higher education as the driving force behind this accomplishment.
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TABLE OF CONTENTS
Abstract............................................................................................................................................i Acknowledgements.........................................................................................................................ii TABLE OF CONTENTS (iii)
LIST OF TABLES.........................................................................................................................vi LIST OF FIGURES (viii)
CHAPTER 1: INTRODUCTION...................................................................................................1 Importance of Research in Innovation Diffusion and Relationship Marketing in Industrial
Markets (1)
Modular Facility Technology (4)
Deficiencies in Prior Research (8)
Imbalance of Technical and Social Factors (9)
Intention to Adopt Stage (11)
Incumbent Deterrence...........................................................................................................14 Moderating Influence of Adopter’s External Market Pressure and Organizational Readiness
(15)
Empirical Measurement of Individual Decision Makers (16)
Research Questions (17)
Organization of the Dissertation (20)
CHAPTER 2: LITERATURE REVIEW AND THEORECTICAL BACKGROUND (21)
Overview (21)
Innovation Diffusion (21)
Perceived Innovation Attributes (23)
Communication (24)
Innovation Stages (25)
Social System (28)
Relationship Marketing (29)
Supplier’s Market Factors (33)
Introduction to the Conceptual Model (35)
Dependent Variable: The Intention to Adopt an Innovation (39)
Definition (39)
Dimension (40)
Mediating Variables (43)
Adopter’s Perceived Value (43)
Definition (44)
Dimensions (44)
Hypothesis rationale (46)
Adopter’s Perceived Risk (46)
Definition (46)
Dimensions (46)
Hypothesis rationale (49)
Moderating Variables (50)
Adopter’s External Pressure (50)
Definition......................................................................................................................50 P R E V
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Dimensions....................................................................................................................50 Hypotheses rationale....................................................................................................52 Adopter’s Readiness ..........................................................................................................52 Definition......................................................................................................................53 Dimensions....................................................................................................................53 Hypotheses rationale. (55)
Independent Variables (55)
Non-relational Factors (56)
Relative Advantage (58)
Compatibility (60)
Perceived Complexity (63)
Perceived Acquisition Costs (66)
Perceived Switching Costs (68)
Relational Factors (71)
Network Externalities (72)
Adopter’s Trust of Seller (76)
Relationship Satisfaction (79)
Supplier’s Market Factors (81)
Attractiveness of Offer (81)
Effectiveness of Communication (84)
Incumbent Deterrence (87)
CHAPTER 3: METHODOLOGY (92)
Research Design (92)
The Sample (92)
Pre-Study (93)
Data Collection Results (95)
Online Survey Response Dynamics......................................................................................99 Incentives............................................................................................................................101 Research Instrument..............................................................................................................102 Measurements for the Dependent Variable.........................................................................106 Measurements for Mediating Variables..............................................................................108 Adopter’s Perceived Value .............................................................................................109 Adopter’s Perceived Risk ................................................................................................111 Measurements for Moderating Variables............................................................................113 Adopter’s External Pressure ...........................................................................................113 Adopter’s Readiness ........................................................................................................115 Measurements for Independent Variables..........................................................................117 Measurements for Non-relational Factors .....................................................................117 Relative Advantage.....................................................................................................117 Compatibility...............................................................................................................120 Perceived Complexity.................................................................................................122 Perceived Acquisition Costs.......................................................................................124 Perceived Switching Costs..........................................................................................126 Measurements for Relational Factors ............................................................................128 Network Externalities..................................................................................................129 Adopter’s Trust of Seller (130)
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Relationship Satisfaction............................................................................................132 Measurements for Supplier’s Market Factors ................................................................135 Attractiveness of Offer................................................................................................135 Effectiveness of Communication.................................................................................137 Incumbent Deterrence.................................................................................................139 CHAPTER 4: ANALYSIS.........................................................................................................141 Analysis Overview................................................................................................................141 Treatment of Missing Values..............................................................................................143 Construct Validation.............................................................................................................144 Unidimensionality...............................................................................................................145 Reliability............................................................................................................................147 Convergent Validity............................................................................................................148 Discriminant Validity..........................................................................................................149 Model Re-specification/Modification Indices....................................................................149 Multicollinearity and Outliers.............................................................................................150 Validation of First-Order Measures.....................................................................................152 Dependent Variable............................................................................................................153 Mediating Variables............................................................................................................155 Adopter’s Perceived Value .............................................................................................155 Adopter’s Perceived Risk ................................................................................................158 Moderating Variables..........................................................................................................160 Adopter’s External Pressure ...........................................................................................160 Adopter’s Readiness ........................................................................................................162 Independent Variables........................................................................................................166 Non-Relational Factors ..................................................................................................166 Relative Advantage.....................................................................................................166 Compatibility...............................................................................................................169 Complexity..................................................................................................................171 Perceived Acquisition Costs.......................................................................................173 Perceived Switching Costs..........................................................................................177 Relational Factors ..........................................................................................................179 Network Externalities..................................................................................................179 Adopter’s Trust of Seller.............................................................................................181 Relationship Satisfaction............................................................................................183 Supplier Market Factors .................................................................................................185 Attractiveness of Offer................................................................................................186 Effectiveness of Communication.................................................................................188 Incumbent Deterrence.................................................................................................191 Validation of Second-Order Variables..................................................................................204 Mediating and Moderating Variables.................................................................................204 Independent Variables........................................................................................................207 Structural Analysis and Model Testing.................................................................................213 Mediating Variables............................................................................................................214 Moderating Variables..........................................................................................................215 Independent Variables and APV.........................................................................................218 Independent Variables and APR.. (222)
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CHAPTER 5: DISCUSSION AND RESEARCH IMPLICATIONS.........................................228 Discussion.............................................................................................................................228 Mediating Variables............................................................................................................230 Moderating Variables..........................................................................................................231 Independent Variables........................................................................................................232 Non-Relational Factors.......................................................................................................233 Relational Factors...............................................................................................................235 Supplier’s Market Factors...................................................................................................237 Contributions to Literature....................................................................................................239 Managerial Implications.......................................................................................................242 Limitations of the Study........................................................................................................245 Recommendations for Future Research................................................................................246 References...................................................................................................................................250 Appendixes.................................................................................................................................259 Appendix A Construct References for Dependent, Mediating, and Moderating Variables 259 Appendix B Construct References for Independent Variables – Non-Relational Taxonomy ...............................................................................................................................................261 Appendix C Construct References for Independent Variables – Relational Taxonomy......263 Appendix D Construct Reference for Independent Variables – Supplier’s Market Taxonomy ...............................................................................................................................................265 Appendix E Cover Letter and Survey Introduction..............................................................267 Appendix F Incentive Response Letter.................................................................................269 Appendix G Research Instrument.........................................................................................270 Appendix H Correlations, Means, and Standard Deviations of Second-Order Constructs..282 Appendix I First-Order Factor Distributions.......................................................................284 Appendix J Partial Regression Plots.....................................................................................291 LIST OF TABLES
Table 1 Hypotheses (37)
Table 2 Survey Response Distribution (97)
Table 3 Complete and Partial Survey Responses (98)
Table 4 Partial Response Breakdown (98)
Table 5 Analysis of Partial Responses ..........................................................................................99 Table 6 Latent Variables and Dimension Scales - Coding and Quantities ...............................104 Table 7 Scale Items - Intention to Adopt .....................................................................................108 Table 8 Scale Items for Adopter's Perceived Value (H1)...........................................................110 Table 9 Scale Items for Adopter's Perceived Risk (H2)..............................................................113 Table 10 Scale Items for Adopter's External Pressure (H3a, H3b)............................................115 Table 11 Scale Items for Adopter's Readiness (H4a, H4b)........................................................117 Table 12 Scale Items for Relative Advantage (H5)....................................................................119 Table 13 Scale Items for Compatibility (H6a, H6b)...................................................................122 Table 14 Scale Items for Perceived Complexity (H7).................................................................124 Table 15 Scale Items for Perceived Acquisition Costs (H8a, H8b)............................................126 Table 16 Scale Items for Perceived Switching Costs (H9) (128)
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Table 17 Scale Items for Network Externalities (H10a, H10b)..................................................130 Table 18 Scale Items for Adopter's Trust of Seller (H11a, H11b)..............................................132 Table 19 Scale Items for Relationship Satisfaction (H12a, H12b).............................................135 Table 20 Scale Items for Attractiveness of Offer (H13a, H13b).................................................136 Table 21 Scale Items for Effectiveness of Communication (H14a, H14b).................................138 Table 22 Scale Items for Incumbent Deterrence (H15a, H15b).................................................140 Table 23 Rotated Component Matrix ITA ...................................................................................153 Table 24 Rotated Component Matrix APV .................................................................................156 Table 25 Correlation Matrix of APV ..........................................................................................157 Table 26 Rotated Component Matrix APR .................................................................................158 Table 27 Correlation Matrix of APR ..........................................................................................160 Table 28 Rotated Component Matrix AEP .................................................................................161 Table 29 Correlation Matrix of AEP ..........................................................................................162 Table 30 Rotated Component Matrix ARD .................................................................................163 Table 31 Rotated Component Matrix ARD + TC .......................................................................164 Table 32 Correlation Matrix of ARD ..........................................................................................166 Table 33 Rotated Component Matrix RAD .................................................................................168 Table 34 Correlation Matrix of RAD ..........................................................................................169 Table 35 Rotated Component Matrix CPT .................................................................................170 Table 36 Correlation Matrix of CPT ..........................................................................................171 Table 37 Rotated Component Matrix CMP ................................................................................172 Table 38 Correlation Matrix of CMP .........................................................................................173 Table 39 Rotated Component Matrix PAC .................................................................................174 Table 40 Correlation Matrix of PAC ..........................................................................................177 Table 41 Component Matrix PSC ...............................................................................................178 Table 42 Correlation Matrix of PSC ..........................................................................................179 Table 43 Rotated Component Matrix NET .................................................................................179 Table 44 Correlation Matrix of NET ..........................................................................................181 Table 45 Component Matrix ATS ...............................................................................................182 Table 46 Correlation Matrix of ATS ...........................................................................................183 Table 47 Component Matrix SAT ...............................................................................................184 Table 48 Correlation Matrix of SAT ...........................................................................................185 Table 49Rotated Component Matrix AOO .................................................................................186 Table 50 Correlation Matrix of AOO .........................................................................................188 Table 51 Component Matrix EOC ..............................................................................................189 Table 52 Correlation Matrix of EOC ..........................................................................................191 Table 53 Component Matrix IND...............................................................................................191 Table 54 Correlation Matrix of IND ...........................................................................................193 Table 55 Initial 1st Order Latent Variable Re-specification ......................................................194 Table 56 Re-specified 1st Order Latent Variable CFA Factor Loadings .................................198 Table 57 Chi-Square Difference – First-Order Factor Models ..................................................203 Table 58 Construct Level CFA for Mediating and Moderating ................................................206 Table 59 Φ Matrix for Construct Level CFA for Mediating and Moderating Variable s...........206 Table 60 Construct Level CFA for Independent Variables ........................................................210 Table 61 Stepwise Chi-square Difference – Construct Level .....................................................211 Table 62 Φ Matrix for Construct Level CFA for Independent Variables .. (212)
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Table 63 Path Coefficients - Hypotheses Testing .......................................................................225 Table 64 Multiple Regression Analysis .......................................................................................226 LIST OF FIGURES Figure 1. Facility modules being fabricated.. (5)
Figure 2. Modular facility being factory assembled (6)
Figure 3. Facility modules being set in place on site (6)
Figure 4. Conceptual model: The antecedents of the intention to adopt an innovation...............36 Figure 5. CFA Model ITA..........................................................................................................154 Figure 6. CFA Model APV.......................................................................................................157 Figure 7. CFA Model APR.........................................................................................................159 Figure 8. CFA Model AEP.........................................................................................................162 Figure 9. CFA Model ARD........................................................................................................165 Figure 10. CFA Model RAD......................................................................................................169 Figure 11. CFA Model CPT.......................................................................................................171 Figure 12. CFA Model CMP......................................................................................................173 Figure 13. CFA Model PAC.......................................................................................................176 Figure 14. CFA Model PSC.......................................................................................................178 Figure 15. CFA Model NET.......................................................................................................181 Figure 16. CFA Model ATS.......................................................................................................183 Figure 17. CFA Model SAT.......................................................................................................185 Figure 18. CFA Model AOO......................................................................................................188 Figure 19. CFA Model EOC......................................................................................................190 Figure 20. CFA Model IND.......................................................................................................192 Figure 21. CFA Model Mediating and Moderating Variables...................................................205 Figure 22. CFA Model Independent Variables..........................................................................209 Figure 23. Structural Model of Mediating Variables to Dependent Variable...........................215 Figure 24. Structural Model of Moderating Variables to Mediating Variables........................218 Figure 25. Structural Model Independent Variables to Mediating Variable APV.....................221 Figure 26. Structural Model of Independent Variables to Mediating Variable APR.................224 Figure 27. Conceptual Model with Path Coefficients................................................................227 Figure 28. Distribution curves of Complexity (CMP)...............................................................235 Figure 29. Distribution curves for Adopter’s Trust of Seller (ATS)..........................................237 Figure 30. Distribution curves for Effectiveness Of Communications (EOC)..........................238 Figure 31. Facility modules being fabricated.............................................................................268 Figure 32. Modular facility being factory assembled.................................................................268 Figure 33. Facility modules being set in place on site...............................................................268 Figure 34. Distribution curve for Intention to Adopt (ITA).......................................................284 Figure 35. Distribution curves for Adopter’s Perceived Value (APV)......................................284 Figure 36. Distribution curves for Adopter’s Perceived Risk (APR).........................................285 Figure 37. Distribution curves for Adopter’s External Pressure (AEP).....................................285 Figure 38. Distribution curves for Adopter’s Readiness (ARD)................................................285 Figure 39. Distribution curves for Relative Advantage (RAD).................................................286 Figure 40. Distribution curves for Compatibility (CPT)............................................................286 Figure 41. Distribution curves for Complexity (CMP).. (286)
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Figure 42. Distribution curves for Perceived Acquisition Costs (PAC) (287)
Figure 43. Distribution curve for Perceived Switching Costs (PSC) (287)
Figure 44. Distribution curves for Network Externalities (NET) (288)
Figure 45. Distribution curves for Adopter's Trust of Seller (ATS) (288)
Figure 46. Distribution curves for Relationship Satisfaction (SAT) (288)
Figure 47. Distribution curves for Attractiveness of Offer (AOO) (289)
Figure 48. Distribution curves for Effectiveness of Communication (EOC) (289)
Figure 49. Distribution curves for Incumbent Deterrence (IND) (290)
Figure 50. Partial Regressions Plots for Mediating Variables - APV, APR → ITA (291)
Figure 51. Partial Regression Plots for Moderating Variables - APR, APEP → ITA (291)
Figure 52. Standardized Multiple Regression Plot for Independent Variables →APV, →APR.
(291)
Figure 53. Partial Regression Plots for Independent Variables → APV (292)
Figure 54. Partial Regression Plots for Independent Variables → APR (293)
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CHAPTER 1: INTRODUCTION
Importance of Research in Innovation Diffusion and Relationship Marketing in Industrial Markets
While innovation is at the core of technological advancement (Frontini & Richardson, 1984), innovations are usually met with skepticism (Higgins & Hogan, 1999). Manufacturers trying to penetrate industrial markets by introducing innovative products are faced with the challenge of commercial acceptability in order to perpetuate that innovation (Higgins & Hogan, 1999). However, commercialization of an innovative industrial product is usually met with resistance to change from the market (Sj?str?m, 2003). Both relationship marketing theories and
innovation diffusion theories address this problem, to some extent. Relationship marketing has received substantial interest in the marketing research
community, both from the consumer and industrial market standpoint (Gao, 1998; Hibbard,
Hogan, & Smith, 2003; Lichtenthal & Long, 1998). Relationship marketing is differentiated from general marketing theories by emphasis on establishing high levels of trust and relationship satisfaction among various parties, particularly in organizational purchasing environments (Gronroos, 1994).
Similar research points out the significant difference and unique characteristics of
industrial marketing relationships compared to consumerism (Choffray & Lilien, 1978; Gao, 1998; Stafford & Stafford, 2003). The uniqueness of relationship marketing in industrial markets poses interesting dynamics for both researchers and practitioners, especially in the area of market penetration factors involved with the introduction of an innovative product.
The innovation adoption decision can be considered as one of the most complex
decisions an organization will be faced with, because no prior experience with buying the
innovation exists (Frambach, 1993). Innovations are identified as new ideas, practices, or objects
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perceived as new to an individual or organization (Damanpour, 1991; Frambach, 1993). Technological innovations are generally more complex products or concepts processing attributes that potential adopters may be unfamiliar with (Gatignon & Robertson, 1986), lending substantial complexity to the adoption process. The phenomenon of adoption is the process discussed in detail within innovation diffusion theory , which analyzes the accumulation and perpetuation of users of an innovation within the boundaries of a society, market, or industry (Frambach, 1999; Rogers, 2003).
Research into the diffusion of innovations has received substantial attention, also
(Chwelos, Benbasat, & Dexter, 2001; Damanpour, 1991; Frambach, 1993; Frambach &
Schillewaert, 1999; Gatignon & Robertson, 1986; Rogers, 2003). However, while innovation diffusion theorists have analyzed multiple stages of the adoption process, their interpretations
have varied in respect to the different stages. Where some previous researchers have analyzed innovation diffusion in different stages, this study presents a conceptual model that focuses on the intention to adopt stage, which has been identified as the most critical stage of the adoption process (Dickson, 1976; Lee & Allaway, 2002), especially within industrial markets (Chwelos et al., 2001). The criticality of this stage is felt to equally dependant upon marketing dynamics, specifically those tied to the more recent attention of relationship marketing aspects (Dwyer, Schurr, & Oh, 1987; Gronroos, 1994; Gwinner, Gremler, & Bitner, 1998; Henning-Thurau, Gwinner, & Gremler, 2002; Morgan & Hunt, 1994; Rao & Perry, 2002; Sharma, Tzokas, Saren, & Kyziridis, 1999; Zinkhan, 2002).
Researchers have discussed innovation adoption from generalizable factors to specific market niche aspects (Eveland, 1979). This study applies the respective theories towards a holistic approach to form a better understanding of the behavioral referents associated with the phenomenon under an applied circumstance (Eveland, 1979).
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The specific application of this study is an empirical measurement of decision markers’
attitudes regarding the innovation of modular technology for the construction and delivery of facilities for the manufacturing of pharmaceutical products. The innovation, referred to as Modular Facility Technology is considered a discontinuous innovation (Gatignon & Robertson, 1986) in respect to the “conventional” approach currently utilized within the industry for a similar end product. This innovation may even border on being a disruptive technology in the view of some emerging innovation studies, where it appeals to non-users (e.g., companies that contract others to make their drugs) by offering a simpler solution to the conventional alternative, which opens up new markets. For example, E-trade for the amateur investor is representative of a disruptive innovation (Christensen, Johnson, & Rigby, 2002). However, the relevance of classifications will be discussed further in regards to the construct of incumbent
deterrence. The attributes of modular technology, as applied to the construction industry, has been analyzed in depth by The Construction Industry Institute, CII, a research venture within the University of Texas, Austin, which has conducted the targeted study Prefabrication,
Preassembly, Modularization, and Offsite Fabrication in Industrial Construction: A Framework for Decision-Making (2002). The CII study served as the basis for establishing the attributes of the innovation, defined under the construct of relative advantage.
The conceptual model in this study is based upon factors extracted primarily from
innovation diffusion and relationship marketing studies. Refinement of the model is discussed further in chapter 2 and depicted in Figure 4 in the respective chapter. This study measured developed constructs within a market niche focused specifically on the provision of new
pharmaceutical manufacturing facilities. Access to respective decision makers within this market niche was sourced through the International Society for Pharmaceutical Engineering, ISPE,
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which is a global, not-for-profit membership organization for pharmaceutical manufacturing professionals (source: https://www.doczj.com/doc/d4552102.html, ).
Modular Facility Technology
The innovation of modular facility technology provided an excellent opportunity to
further research the phenomena of the intention to adopt while it is in the early adopters phase of the adoption curve (Rogers, 2003). This technology is not as ubiquitous as other innovations of focuses in adoption intention research such as information technology as researched by Chwelos et al. (2001), and self-service technology as researched by Lee and Allaway (2002), which were in the early to late majority adoption phase. Thusly, the research conducted in this study provides further insight into the influences of the intention to adopt an innovation where the perceived
value and risk are not as mitigated by a larger number of adopters. The innovation of modular facility technology examined in this study is a relatively new and complex innovation. The technology was introduced globally in 1986, originating in Stockholm, Sweden. At the time of this study, only a small fraction of the pharmaceutical manufacturing companies has utilized this technology. However, the number is increasing
annually as the innovation diffuses (Pharmadule-Emtunga, 2004). This innovation is not as well known as other technologies utilized by other adoption researchers, such as: (a) laptops
computers by Gatignon and Robertson (1989); (b) information technology by Chwelos et al. (2001); or (c) the generalized topic of foreign technology by Kia-ming Au and Enderwick (2000). However, the concept of modular technology is neither new nor unique, and has been utilized in the construction industry for a long time. The Statue of Liberty was one of the most notable modularly constructed structures in the United States history (Levine & Story, 1954). Furthermore, modular homes are very commonplace and widely accepted.
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The innovation of modular facility technology goes a few steps beyond the conventions
of what has previously been accomplished within the construction industry, and involves different types of innovations (Damanpour, 1991). The CII (2002) study provides criteria validity for modular facility technology as an early adopter phase innovation.
Expanding upon the simple example of modular homes, modular facility technology
employs an extensive application of resources and techniques. The technology involves
manufacturing the facility within a factory, inclusive of structural aspects and internal finishes of the facility, complete with processing equipment, and then transporting the disassembled facility in modules to the final location, and reassembling, see Figures 1-3. The size of facilities
produced utilizing this concept has reached over 200,000 square feet, with costs in the hundreds of million dollars range. To give a comparison of scale, the factories where these facilities are produced used to be utilized for building ocean tankers.
Figure 1. Facility modules being fabricated.
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Figure 2. Modular facility being factory assembled.
Figure 3. Facility modules being set in place on site. The innovation of modular facility technology goes beyond a simple product innovation. The particular technology encompasses a holistic approach to the design and construction of sophisticated manufacturing facilities that will produce pharmaceutical products. Due to the magnitude and complexity involved with funding, designing, constructing, and validating 1 a pharmaceutical manufacturing facility, the departure from the existing ingrained project execution process is considered discontinuous in nature to the existing conventional practices (Gatignon & Robertson, 1989). Damanpour (1991) identified three typologies of innovations discussed in innovation diffusion literature, which are reflective of the discontinuousness of modular facility technology. These typologies are (a) administrative and technical, (b) product 1 Validating is a specific process relating to the steps necessary to provide proof of functionality of the respective pharmaceutical manufacturing facility in compliance with licensing requirements from the Food and Drug Administration, FDA.
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and process, and (c) radical and incremental (p. 561), which can influence the compatibility of an innovation with the potential adopter’s situation. Modular facility technology provides innovations at a number of levels, as discussed by
Damanpour (1991). For example, administratively, organizational structure and administrative activities are influenced due to the increased need for well-defined and expedient decision-
making. Whereas, technically, the facility is manufactured, similar to the production equipment utilized inside the facility, in lieu of being constructed, which influences the project execution methods. In addition, process wise, new elements are introduced into an organization’s work and information flow mechanisms, which can be considered radical by the “…fundamental changes in activities of an organization and represent clear departures from existing practices” (Damanpour, 1991, p. 561).
The CII’s findings generalize the specific innovation of modular facility technology
utilized for pharmaceutical manufacturing. For further information regarding modular facility technology in the pharmaceutical manufacturing industry, please refer to Greally and Edwards (2004), or Leichter and Turstam (2004). In comparison the general definition within the boundaries of CII’s definition, the innovation of modular facilities technology is unique and discontinuance, and is differentiated in respect to variations of “process skids” that are
considered to be modularized. Respectively, the term modularity has turned into an overused buzzword by the ubiquitous reference in numerous related articles within the pharmaceutical engineering industry (Odum, 2005).
The association of the innovation of modular facility technology with “modularization” predisposes a perceived understanding of the concept, where in actuality the innovation is far different from what is usually perceived. Therefore, the premise of an early adoption is
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somewhat predicated on the tacitness of the innovation, reflected in the ability of the potential adopter to comprehend the attributes of the technology without direct exposure to the innovation. Potential adopters can only visualize it at first, a concept that Sheth (1973) refers to as perceptual distortion, where the attitudes towards perceived value and risk of the concept become more dependent upon trust and other social influences.
Deficiencies in Prior Research
Innovation diffusion and relationship marketing theories have both received substantial attention by previous researchers. While both schools of thought deal with technical (non-
relational) and social (relational) factors, there is a notable imbalance between the two approaches. The intent of the research in this study was to pool constructs from previous research on the respective theories, along with other relevant marketing constructs. These constructs were applied towards the development of a conceptual model that addressed a specific situation in which to test these theories and gain a better understanding of the market phenomenon of the intention to adopt the innovation (Achrol, Reve, & Stern, 1983). Previous literature has
approached the various aspects of these theories from a fragmented standpoint. This study pulls the respective constructs together to focus on a practical application.
There are five areas of deficiencies within previous research pertaining to innovation
diffusion and relationship marketing addressed in this study: (a) There is a notable imbalance of technical and social factors between the theories; (b) the attitudinal influences of the intention to adopt stage of innovation diffusion have not previously been given major attention; (c) the
influence of incumbent deterrence as a supplier market factor has not been previously researched in depth within either fields of study; (d) moderating variables that contend with the situational relevancy of adopter’s external influences and internal readiness have not been considered in
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创新英语演讲稿 篇一：Innovation创新-英语演讲稿 What we cannot afford to lose We cannot lose innovation There is a wonderful word which expresses the most original motions and desires among human-beings. With solving any kind of imperfections, our world has moved ahead. This is the word “innovation” that we cannot afford to lose. We chicaned every detail of the innovation. Thousands years before, we created fire when we took a stone to knock another one. Since Han Dynasty, four great inventions had been created and it is one of the greatest signs that China become to the ancient civilized country. And nowadays, thousands of software, products, architectures and public facilities have upgraded more than that about 100 years ago. So how did these happen What will you do if you are not satisfied with your tools anymore What will you do if old mode cannot afford to develop in a company There is no doubt that we should innovate no matter where we are and what we do. Not because of the design itself, but actually
Topic of PresentationTitle of Presentation 八个关于在中国创新的迷思 8 innovation myths in China 马祺 尼尔森大中华区总裁 Mitch Barns The Nielsen Company
八个关于在中国创新的迷思 8 innovation myths in China 1) 中国≠创新1) China ≠Innovation 2) 在中国创新= 成功的保证2) Innovation in China = success guaranteed 3) 中国≠其他国家3) China ≠Other countries 4) 创新者> 追随者4) Innovator > Follower 5) 跨国企业= 创新者 5) Multinational company = Innovator 6) 本土企业= 追随者6) Local company = Follower 7) 本土品牌= 低端品牌7) Local brand = Mass 8) R&D研发花费= 成功8) R&D Spending = Success
迷思一：中国缺乏创新 Myth #1: China is not an innovator 2) 在中国创新= 成功的保证2) Innovation in China = success guaranteed 3) 中国≠其他国家3) China ≠Other countries 4) 创新者> 追随者4) Innovator > Follower 5) 跨国企业= 创新者5) Multinational company = Innovator 6) 本土企业= 追随 者 6) Local company = Follower 7) 本土品牌= 低端品牌7) Local brand = Mass 8) R&D研发花费= 成功8) R&D Spending = Success 1) 中国≠创新1) China ≠Innovation
Innovation With the development of social economy, innovation has received more and more attention as to the obbligato role of innovation in social development. Why do so many people think that innovation is important? Later on, I will demonstrate this problem from three aspects. First of all, for individuals, innovative thinking has a significant impact on the future of human beings. People make progress by way of innovation day by day. Furthermore, for enterprises, innovation is the basis of the survival and development. Innovation can improve production efficiency and competitiveness of enterprises. Last but not least, for countries, innovation is the soul of national prosperity and national progress. Without innovation, countries couldn't survive in the world. So how do we promote innovation? As far as I am concerned, both individuals and governments should take an active part. For individuals, we should enhance the innovative thinking and improve the ability of innovation. In addition, we should actively participate in innovation activities. For governments, they should encourage social innovation, providing preferential policies and favorable conditions. Merely in this way, can we create a social environment conducive to innovation virtually. By the way, what do you think of this topic?
I n n o v a t i o n With the economic globalization becoming increasingly intensive, innovation has become one of central topic around the world. Many countries see it as the key to develop their economy. Innovation is an inexhaustible source of motive power for the development of a nation, and a necessary quality for the growth of a man. What can we benefit from it? Innovation can enhance overall national economy, which is important to heighten our nation status in the world. Israel is about the size of China’s B eijing, yet Israel is the most advanced economics in the Middle East because of its strong innovation supported by advanced education. Although over half of land is in state of drought, Israel has the most advanced irrigation technologies. Some well-known products were invented there, such as router, Povos, Intel Core processor and so on. Always following others’ footsteps, you will never surpass him. Being yourself and dare to innovate will be your best choice. Without innovation, Steve Jobs would not have built up Apple which got where it is today. Each new design product of Apple, conceptual unit as a whole or endless after part, is able to bring you surprise and brighten your eyes. That Apple created smartphone, which have a giant influence on peoples’ lives, also makes one of the most highly valued companies in the world. Additionally, if factories have the abilities in innovation, the factories will be booming. As a result, they can provide our people with more jobs and it will make our nation more stable. What is more, a majority of new products may be available through innovation. Therefore, it is also significant factor for improving our living standards. Owing to such benefits, no wonder more and more countries focus on innovation today. Recognizing its importance is only the first step to advocate innovation, and some effective measures should be taken for it. There is no doubt in saying that without innovation, we will lack the competence we need to have a foothold in society. Therefore, only through innovation can we make ourselves competent and competitive. It is high time that we set our mind free and stride forward to make ourselves join the stream of innovation. Our country should continue to enlarge the recruit of graduate. For another, the conditions of scientists and skilled workers should be further improved. Only in this way, our nation has a brighter future.
The Importance of Innovation 2011年12月17日四六级写作,之前2011年12月17日的四六级作文，有如下特点： 1、全英文给题，无中文提纲 2、文章给出一句名人名言或是俗语谚语，对其进行评论 3、文章主题与“人生哲理、优秀品质”相关，不再是以往的校园、学习或社会热点。四六级作文如果同时满足以上三条特点，那么以下的5篇练习题的针对性是很强的。 学习建议：建议同学们参照范文进行比较，看看文章思路、遣词造句方面有没有可以改进的地方；然后进行范文背诵，找到套路，让你的考场作文大放异彩。Directions: For this part, you are allowed 30 minutes to write a short essay entitled The Importance of Innovation by commenting on Rosabeth Moss Kanter’s famous remark ““Mindless habitual behavior is the enemy of innovation.”You should write at least 150 words but no more than 200 words. The Importance of Innovation “Mindless habitual behavior is the enemy of innovation. ” I assume that you are familiar with Rosabeth Moss Kanter’s famous remark. It is o bvious that a man who always stick to habit and experience can hardly create new things . Rosabeth Moss Kanter’s remark aims at informing us of the significance of innovation. Why does innovation play an indispensable role in our life ? innovation can promote the advancement of both individuals and society as a whole. Only those who are innovative can make continuous progress and maintain a competitive edge. Quite a few examples can be given to prove the importance of it, and I can think of no better illustration than the following one: how could Steve Jobs, a genius who changed the way of modern communication, recreation and even our life, launch so many powerful electronic products constantly without creative spirit？ We should always bear in mind t hat the consciousness of innovation is of great significance to us all. Hence, we need to develop a habit of discovering new things，using new methods and applying new thoughts in our work, study or simply everyday life. “Innovation is the spirit of human being’s progress.” A philosopher once said. (202 words) “不用心思的习惯性行为是创新的敌人”我觉得你对Rosabeth Moss Kanter的这句名言很熟悉。很明显，一个总是遵循习惯和经验的人是很难创造出新事物的。 Rosabeth Moss Kanter 的这句名言目的在于告诉我们创新的重要性。为什么创新在我们的生活中扮演如此重要的角色呢？创新可以促进个人和整个社会的进步。只有那些创新的人才能去的持续的进步并且保持竞争优势。相当多的例子可以用来证明创新的重要性，我想不出比一下这个例子更好的了：斯蒂夫.乔布斯，这个改变了我们的通讯方式、娱乐方式甚至是生活方式的天才，如果没有创新精神，他怎么可能持续地发布功能强大的电子产品呢？ 我们应该牢记在心，创新对于我们每个人都非常重要。因此，在我们的工作、学习甚至是生活中，我们要养成发现新事物、使用新方法、运用新思维习惯。“创新是人类进步的灵魂”一位哲学家也曾这么说过。 Unity breeds success
A very impressive interview, thank you, Pouline, Chloe and Lynn. Now let’s come to the conclusion part. In this part, I’ll talk from two aspects. One is key to success. That’s why Nokia Lumia 800 can successful got the gold award in Innovation competition. The second part is predicting the future. We will predict the future of Nokia from its current position. IDSA gave the gold award to Nokia Lumia800 and provided reasons like: it established Windows phone; combined hardware with the Windows Phone user interface and the principle of the design team. I think the primary reason for Nokia to win the award is design thinking. The IDEO’s CEO Tin Brown gave a definition of “design thinking” like this, “Design thinking is a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people,
创新，创业和金融市场周期 虽然硬盘的数据不难发现，金融危机的出现有实质性的负面投资者愿意资助创新创业的影响。特别是这种资金匮乏令人担忧的广泛认可创新企业所谓的“绿芽”需要- 在全球范围内的经济衰退后，重新点燃经济增长。越来越多的证据表明一个强大创业，开拓创新，经济增长之间的关系。本文件首先回顾了关于创新和之间的关系的证据创业。然后将这些活动了解市场周期的后果。我们顺便看看，金融因素影响创新投资决策和创新 特别是创业型企业。然后我又到当前的经济危机的影响。突出四个关键观察： ?当前全球经济危机的创新融资的一个戏剧性的效果，无论是通过风险投资，首次公开发行（IPO），或企业风险投资。 ?这是不是第一次这样的危机，在创业融资。这些模式反映的事实，出现财政拮据限制高潜力企业家。 ?这些资金周期是严重的，因为高潜力企业的重要性创新。 我讨论的影响，越来越多的政府计划，寻求结束鼓励企业家和风险资本融资。过于频繁，这些努力都忽略了上面所讨论的关系。 1.简介：金融危机和创新 1.A.危机的简短摘要 当前的经济危机一直是显着的，它的强度和广度。国家统计局经济研究所（NBER 2008）宣布美国经济已经进入衰退期为12月然而，经济条件已经一直处于下降通道，在许多发达国家世界[两个概述，看到福斯特和马格多夫（2009）和希尔森拉特和所罗门（2009）]经济衰退以来，美国房地产泡沫有着千丝万缕的联系。当联邦储备降低利率以刺激经济在2001年科技泡沫之后9/11，低利率敞开了大门宽松的信贷中的住房市场。从2002年到2004年，作为利息率仍然低，次级贷款成为家常便饭。消费者趁着有利获得抵押贷款和金融机构的信贷条件，推广新的贷款产品和金融仪器。例如，借款人能够获得住房贷款批准几乎没有首付，而贷款人可以放弃时，他们通过他们自己的既得利益，贷款质量向机构投资者。的需求和房屋价值攀升到2006年，但2007年中期，一个信贷危机爆发。杂乱无章的借贷行为的后果和监管不力的系统迅速赶上全球金融市场。2008年的秋天，当投资银行，如贝尔斯登和雷曼兄弟塌陷的压力下，贬值的抵押贷款支持证券，信贷紧缩迫在眉睫。越来越多的房主拖欠贷款或被迫取消抵押品赎回权的时候，例如，他们不能增加按揭付款。贷款人发现自己抵押贷款支持证券，旁边没有什么值得。破灭的房地产泡沫和烦恼大型机构举行他们引发流动性危机，借贷几乎陷于停顿，信用体系完全抓住。2009年9月18日，美国。政府出面用USD700亿美元纾困计划，希望能拯救金融系统的总崩溃的边缘结束“有毒”资产，注入足够的资金进入银行迅速启动信贷市场的周期。该政府接管房利美（Fannie Mae）和房地美（Freddie Mac）的救助了美国国际集团（AIG）在9月和有效对超过价值5万亿美元的债务时，结合其他银行的债务担保。在其他国家发生类似的纾困陷入困境的银行，最主要的是瑞士和美国 英国。在过去的一年中，政府的干预，以刺激经济已成为常规，几乎预期，但许多发达国家的经济仍然脆弱。巨额债务织机，股票市场依然动荡，并担忧失业，通货膨胀的危险，挥舞基本行业继续削弱消费者的信心。虽然在某些市场有复苏的迹象，关键如住房部门仍然依赖于政府的支持。 1.B.创业和创新的影响轶事 虽然硬盘的数据不难发现，金融危机的出现有实质性的负面投资者愿意资助创新创业的影响。特别是这种资金匮乏令人担忧的光的广泛认可需要创新企业- 所谓的“绿芽”- 重新点燃经济增长之后，全球性的经济衰退。以介绍方式，可以被看作是一个高潜力的企业家融资景观谱，更先进的企业获得大量资金从不同的逐渐变大
以创新为主题的英语作文 1、How to Be Creative Being creative is to have the skill and ability to produce something new . To be honest creative is of immune significance which advances the development of economy and thus gives people pleasure and enjoyment . Do you want to be creative ?if yes here are some suggestion . First of all you should be brave . You should dare break the traditional thoughts without hesitation .You should rid yourself of the idea that what others have put forward is the best and try to doubt it .In other words seeing a good thing or idea you should try your best to creat better rather than only speaking highly of it . In addition you should be confident As the old saying goes "opportunity only knock on the door of a pepared and confident mind ."Or rather the person who are hesitant about anything can't grasp the chance for the reason that creation will flash away if not written down timely .Only when you are confident about yourself can you grasp the idea passing through your mind.
What we cannot afford to lose We cannot lose innovation There is a wonderful word which expresses the most original motions and desires among human-beings. With solving any kind of imperfections, our world has moved ahead. This is the word “innovation” tha t we cannot afford to lose. We chicaned every detail of the innovation. Thousands years before, we created fire when we took a stone to knock another one. Since Han Dynasty, four great inventions had been created and it is one of the greatest signs that China become to the ancient civilized country. And nowadays, thousands of software, products, architectures and public facilities have upgraded more than that about 100 years ago. So how did these happen? What will you do if you are not satisfied with your tools anymore? What will you do if old mode cannot afford to develop in a company? There is no doubt that we should innovate no matter where we are and what we do. Not because of the design itself, but actually for its intended purpose. If there was no Apple, everyone could not imagine how to contact others easily and enjoy a better Internet surfing.
Innovation With the economic globalization becoming increasingly intensive, innovation has become one of central topic around the world. Many countries see it as the key to develop their economy. Innovation is an inexhaustible source of motive power for the development of a nation, and a necessary quality for the growth of a man. Whatcan we benefitfrom it? Innovation can enhance overall national economy, which is important to heighten our nation status in the world.Israel is about the size of China’s Be ijing, yet Israel is the most advanced economics in the Middle East because of its strong innovation supported by advanced education. Although over half of land is in state of drought, Israel has the most advanced irrigation technologies. Some well-known products were invented there, such as router, Povos, Intel Core processor and so on.Always following others’ footsteps, you will never surpass him. Being yourself and dare to innovate will be your best choice. Without innovation, Steve Jobs would not have built up Apple which got where it is today. Each new design product of Apple, conceptual unit as a whole or endless after part, is able to bring you surprise and brighten your eyes.That Apple created smartphone, which have a giant influence on peoples’ lives, also makes one of the most highly valued companies in the world. Additionally, if factories have the abilities in innovation, the factories will be booming. As a result, they can provide our people with more jobs and it will make our nation more stable. What is more, a majority of new products may be available through innovation. Therefore, it is also significant factor for improving our living standards. Owing to such benefits, no wonder more and more countries focus on innovation today. Recognizing its importance is only the first step to advocate innovation, and some effective measures should be taken for it. There is no doubt in saying that without innovation, we will lack the competence we need to have a foothold in society.Therefore, only through innovation can we make ourselves competent and competitive. It is high time that we set our mind free and stride forward to make ourselves join the stream of innovation. Our country should continue to enlarge the recruit of graduate. For another, the conditions of scientists and skilled workers should be further improved. Only in this way, our nation has a brighter future.
I n n o v a t i o n创新英语 作文 集团标准化工作小组 #Q8QGGQT-GX8G08Q8-GNQGJ8-MHHGN#
I n n o v a t i o n With the economic globalization becoming increasingly intensive, innovation has become one of central topic around the world. Many countries see it as the key to develop their economy. Innovation is an inexhaustible source of motive power for the development of a nation, and a necessary quality for the growth of a man. What can we benefit from it Innovation can enhance overall national economy, which is important to heighten our nation status in the world. Israel is about the size of China’s Be ijing, yet Israel is the most advanced economics in the Middle East because of its strong innovation supported by advanced education. Although over half of land is in state of drought, Israel has the most advanced irrigation technologies. Some well-known products were invented there, such as router, Povos, Intel Core processor and so on. Always following others’ footsteps, you will never surpass him. Being yourself and dare to innovate will be your best choice. Without innovation, Steve Jobs would not have built up Apple which got where it is today. Each new design product of Apple, conceptual unit as a whole or endless after part, is able to bring you surprise and brighten your eyes. That Apple created smartphone, which have a giant influence on peoples’ lives, also makes one of the most highly valued companies in the world. Additionally, if factories have the abilities in innovation, the factories will be booming. As a result, they can provide our people with more jobs and it will make our nation more stable. What is more, a majority of new products may be available through innovation. Therefore, it is also significant factor for improving our living standards. Owing to such benefits, no wonder more and more countries focus on innovation today. Recognizing its importance is only the first step to advocate innovation, and some effective measures should be taken for it. There is no doubt in saying that without innovation, we will lack the competence we need to have a foothold in society. Therefore, only through innovation can we make ourselves competent and competitive. It is high time that we set our mind free and stride forward to make ourselves join the stream of innovation. Our country should continue to enlarge the recruit of graduate. For another, the conditions of scientists and skilled workers should be further improved. Only in this way, our nation has a brighter future.
Tradition and Innovation Good morning, my fellow students and dear teachers. The stories of our fathers and mothers lie in the long tradition, while the future script of our children will be written by innovation. One nation would not be itself any more if it does not inherit their tradition, which is one of the most important ingredients for the culture of a nation. The influence of tradition on the main stream thoughts is still dominant, but there were good ones as well as bad ones. Tradition is the result of our ancestors’ adaption to environment. Part of tradition still suits nowadays, such as the solar term is the guide of weather. But somehow, tradition will make people shut down their will to take a step forward which may stop the development of the economy. So, our attitude towards tradition should be dialectical, take the essence to its dregs to keep its positive energy. Innovation is an important power that will help us improve the society in many aspects. First, innovation is the way that people use their intelligence to create new things by breaking the old. Thus, innovation can activate our economy by creating new growth point and new jobs. Second, politics should suit the economy if one country wants to keep its economic growth. Politics should change along with the economy, if politics remain the same, it will have negative effects on the economy, and thus, innovation in politics is needed. Third, I want to talk about my major, Industrial Design, because a lot of things occur to at the first sight of the word “innovation”. Innovation is also needed in improving our daily life. A great example is the Apple Company and its brilliant products. Design is to produce something new and new means in some way. Einstein said: “Everything should be made as simple as possible, but not simpler.”And apple is one of those who make their products as simple, cheap and functional as they can. You know you’ve achieved perfection in design, not when you have nothing more to add, but when you have nothing more to take away. Tradition is the innovation of the past, and innovation is the new tradition. Innovation is the blast that will bring new towards old. Innovation is the best way for our nation to invest in the future.