Knowledge depth and knowledge breadth, the two dimensions of individual knowledge bases, are the most fundamental sources of innovation. Following a mixed‐method approach, we collect data from top chemical scientists in the R&D department of a leading US oil and gas company and investigate how individuals leverage their knowledge bases in the innovation process. In the qualitative study, we develop a conceptual framework with the two‐stage innovation process and label two distinct groups of individuals as “Young Geniuses” with high knowledge depth and “Old Masters” with high knowledge breadth. In the quantitative study, our analysis shows two different trajectories toward the innovation process: the negative impact of knowledge depth on early stage knowledge combinations for Young Geniuses occurs extremely early; the diminishing return of knowledge breadth on late‐stage commercialization for Old Masters occurs very late. Our study further analyzes the interaction effect of knowledge breadth for knowledge depth and provides practical implications for managers; in particular, inventors who better comprehend the timing of switching knowledge development can navigate the innovation process to achieve fruitful outcomes.
Consumers have gradually started to show more and more interest in green products and switched their purchasing behavior to buy green products. Changes in consumers' demands have created a growing market for green products, as customers become more concerned on the environment, health, and wealth in order to protect the earth's resources and the environment. On the other hand, manufacturers have become more active and sensitive about the issue of contributing their brand image to satisfy the demand and be compatible with compelling legal regulations. Green products refer to the products that have less or no impact on the environment, help to preserve the natural environment, and can be recycled or conserved. In this chapter, the authors aim to draw a framework for green product evaluation programs and explain how they could be used in terms of marketing.
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