Why do innovation managers put a premium on premium?

Schaarschmidt, Mario; Walsh, Gianfranco; Segelitz-Karsten, Ariane; Hietschold, Nadine; Gurtner, Sebastian; Reinhardt, Ronny (1 January 2021). Why do innovation managers put a premium on premium? Academy of Management Proceedings, 2021(1). Briarcliff Manor, NY: Academy of Management

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Researchers and practitioners call for innovation that is affordable to consumers with a low willingness or ability to pay. However, many affordable innovation ideas may never come to fruition because they do not get past important innovation gatekeepers; managers and decision-makers’ individual-level preferences and attitudes may hinder the development of affordable innovation. This research identifies affordable innovation rejection attitudes among decision managers as a major obstacle in developing affordable innovation and proposes a scale to measure them. Across a series of qualitative and quantitative studies, this research develops and validates a parsimonious psychometric scale to measure decision-makers’ affordable innovation rejection (AIR) attitudes. The resulting six-item scale is based on a tripartite conceptualization of AIR and proves to be valid in terms of convergent, experimental, nomological, and test-retest reliability. We discuss possible applications of the scale in light of a short future research agenda.

Item Type:

Conference or Workshop Item (Paper)


Business School > Institute for Innovation and Strategic Entrepreneurship > Low-end Innovation
Business School


Schaarschmidt, Mario;
Walsh, Gianfranco;
Segelitz-Karsten, Ariane;
Hietschold, Nadine0000-0002-5624-8860;
Gurtner, Sebastian and
Reinhardt, Ronny


H Social Sciences > H Social Sciences (General)






Academy of Management




Nadine Gurtner

Date Deposited:

16 May 2022 10:07

Last Modified:

12 Jun 2023 21:46

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