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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.
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Tajeddini et al. (2008) studied this question.
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