Commoditization and IT Product Innovation Strategies from an IT Firm Perspective

Jeroen Bronkhorst, Jaap Schaveling, Marijn Janssen

Research output: Contribution to journalArticleScientificpeer-review

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Based on a survey (N = 248 business managers) this study confirms that different types of innovation in IT products have a direct positive impact on IT firms’ business performance. The commoditization level of IT markets acts as a moderator dampening this positive relationship. This implies that IT firms should take existing commoditization levels as well as a mix of IT product innovation types into account as part of their innovation strategy.

Original languageEnglish
Pages (from-to)126-140
Number of pages15
JournalInformation Systems Management
Issue number2
Publication statusPublished - 3 Apr 2019


  • business performance
  • commoditization
  • information technology
  • Innovation
  • innovation strategies
  • IT industry

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