Organizational and Personal Innovativeness

The main objective of this research is to highlight the need to reconceptualize the theoretical constructs of innovativeness. This chapter examines the existing definitions of innovativeness, and provides a conceptual framework that considers this topic from an organizational to a personal perspective. The similarities and differences of each are reviewed, and a synthesized conceptualization of innovativeness is offered. A literature review examines innovativeness, taking a broad perspective of the topic in terms of research and practice as well as conceptualizing the relevant personal constructs. This study is limited in taking a marketing perspective. Implications for future research in innovativeness in practice are recommended.