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This conceptual paper investigates the way in which some Swiss watch respond to innovativeness, their capacity to innovate, and their engagement the innovation process. A purposeful (judgmental) stratified sampling method employed, where in-depth interviews with thirteen marketing managers owners, was carried out over a three-month period. Meaning units (MUs) abstracted, to compare and discuss with the interviewees until a basic of terms could be made. By providing tangible evidence of qualitative, this research suggests that if decision makers wish to influence performance, they need to be aware of this comprehensive insight into potential for innovativeness.
Tajeddini et al. (Mon,) studied this question.