Journal of Service Research, Ahead of Print.
The article highlights misconceptions around the concept of innovativeness and argues for a broader understanding that encompasses both inward and outward-looking perspectives. It emphasizes the importance of perceived innovativeness as influenced by marketing, innovation culture, leadership, and emotional connection with customers. This customer-centric viewpoint not only offers a fresh lens through which to evaluate firm innovativeness but also underscores its significant implications for innovation management and future research directions.