Service innovation management practices and pricing practices for performance in Malaysian telecom

Seyedeh Khadijeh Taghizadeh, K. Jayaraman, Syed Abidur Rahman, Ali Quazi

Research output: Contribution to journalArticle

Abstract

This study aims to test the role of pricing practices as an intervening variable in the relationship between service innovation management practices (innovation strategy, innovation process, cross-functional organisation, tools/technology, and system integration) and firms’ performance in an emerging economy. Data were collected from 249 managers representing the Malaysian telecommunications sector using a structured questionnaire. Structural equation modelling (SEM) with SmartPLS software, version 3, was used to achieve the research objectives and to analyse the measurements and structural model. The results showed that, whereas innovation strategy, innovation process, cross-functional organisation, and system integration positively influence pricing practice, tools and technology has an insignificant effect on pricing practice. Interestingly, pricing practice mediates the relationship between innovation strategy and system integration regarding firm performance. The findings of this study suggest that, in the formulation of such a strategy, service firms should consider the pricing factor. Telecommunications service providers could use this model to implement pricing practices particularly driven by innovation practices to achieve the desired performance. The study could also assist managers in understanding suitable pricing practices in the context of the telecommunications industry. The originality of this study lies in the effort to adjoin service innovation management practices with pricing practices that lead to improving the performance of the telecommunications industry.

Original languageEnglish
Pages (from-to)129-155
Number of pages27
JournalAsian Academy of Management Journal
Volume22
Issue number2
DOIs
Publication statusPublished - 29 Dec 2017

Fingerprint

Service innovation
Innovation management
Management practices
Telecom
Pricing
System integration
Innovation strategy
Innovation process
Firm performance
Telecommunications industry
Managers
Service firms
Innovation system
Structural model
Questionnaire
Service provider
Telecommunication services
Technology integration
Telecommunications
Measurement model

Cite this

Taghizadeh, Seyedeh Khadijeh ; Jayaraman, K. ; Rahman, Syed Abidur ; Quazi, Ali. / Service innovation management practices and pricing practices for performance in Malaysian telecom. In: Asian Academy of Management Journal. 2017 ; Vol. 22, No. 2. pp. 129-155.
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Service innovation management practices and pricing practices for performance in Malaysian telecom. / Taghizadeh, Seyedeh Khadijeh; Jayaraman, K.; Rahman, Syed Abidur; Quazi, Ali.

In: Asian Academy of Management Journal, Vol. 22, No. 2, 29.12.2017, p. 129-155.

Research output: Contribution to journalArticle

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