Paper info

Innovating in business networks: the role of leveraging resources

Jan Ostendorf, Stefanos Mouzas and Ronika Chakrabarti

The paper was published at the 28th IMP-conference in Rome, Italy in 2012.

This study investigateshow companies innovate in their business networks. Byexamining the role of leveraging resources, we consider the product category of retail brand paintswithin the do-it-yourself (DIY) paint industry, where the role of innovation is pertinent to achieve differentiation and create value.Hence, this empirical study investigates innovation as a process of leveraging resources within business relationships. Research findings demonstrate that manufacturers and retailers jointly leverage resources in order to achieve innovative retailer brands. Nonetheless, companies need to carefully address theseresource leveragingprocesses and assess theiravailable options in developing innovations that enable sustainable growth.