corporate reputation and the commercialization of innovation does reputation match reality, and does innovation matter企业声誉和匹配现实创新的商业化的声誉,并创新.pdfVIP

Technology and Investment, 2011, 2, 256-272 doi:10.4236/ti.2011.24027 Published Online November 2011 (http://www.SciRP.org/journal/ti) Corporate Reputation and the Commercialization of Innovation: Does Reputation Match Reality, and Does Innovation Matter? 1 2 3 Avimanyu Datta , Len Jessup , Richard Reed 1College of Business, Illinois State University, Normal, USA 2Eller College of Management, University of Arizona, Tucson, USA 3Nance College of Business, Cleveland State University, Cleveland, USA E-mail : avimanyu.datta@, adatta@ Received July 28, 2011; revised August 28, 2011; accepted September 6, 2011 Abstract We seek to understand which firms excel at innovation and commercialization. In doing so, we first ranked companies that performed well on four measures: spending on R D Spending (2006), Patenting (cumula- tive 2006 and 2007) and Commercialization of Innovations (cumulative for 2007 and 2008). We then com- pared our rankings with that of Business Week/Boston Consulting Group’s annual ranking of the most innova- tive companies, which primarily is based on reputation measured as perceptions among sitting CEO’s. Some- what surprisingly, there is not complete overlap between our more quantitative ranking and the one done by Business Week/BCG, and we highlight the reasons why. Second, we tested the relationship among R D, patents, and product releases and the role they play in driving revenue. We found that although innovation and commercialization are different, they need to be considered together, that perceptions and reality in this realm often do not match, and that joint innovation and commerci