Commoditization and IT Product Innovation Strategies from an IT Firm Perspective

Jeroen Bronkhorst*, Jaap Schaveling, Marijn Janssen

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

3 Citations (Scopus)
165 Downloads (Pure)


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 - 2019

Bibliographical note

Green Open Access added to TU Delft Institutional Repository ‘You share, we take care!’ – Taverne project Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public.


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


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