Fiona Schweitzer

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Professor of Marketing

Grenoble Ecole de Management
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France

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About

Fiona Schweitzer is a Professor of Marketing at Grenoble Ecole de Management in France. Her research interests encompass various aspects of marketing, including innovation, political ideologies in product introductions, and the dynamics of market driving. Recent articles by Professor Schweitzer examine themes such as the impact of formalization on agility in digital market creation and the interplay between NGO collaborations and green innovations.

Recent Grants

Grant: Close

Customer Integration into the Fuzzy Front End of Smart Innovations

Open Date: 2013-09-01

Close Date: 2016-08-31

Articles (16)

Playing the political game of innovation: An integrative framework and future research directions

Innovation politics impact the development and introduction of innovations, yet knowledge about the influence of specific political behavior or behavioral patterns remains blurred. Based on a literature review and the articles in this Special Issue, we propose a three‐part framework that identifies the building blocks of political behavior in innovation: what motivates actors to be political, the different types of political actors, and the effect of various political behaviors on innovation outcomes. Emphasizing the evolving landscape of innovation politics, the framework aims to highlight research gaps and guide future studies toward improving our understanding of the functional and dysfunctional aspects of innovation politics.

Year:

2024

Navigating through learning tensions at the front end: How firms can motivate paradoxical thinking when screening the creativity of ideas

Idea screening is crucial as it must select the most promising ideas that are best suited to increase front‐end success. Although paradox theory indicates that learning tensions characterize the evaluation and screening of idea creativity, we know little about how idea screeners navigate through the associated competing demands. In response, we investigate the effects of idea screeners' paradoxical thinking on the assessment of the creativity of ideas as well as its motivational antecedents of paradoxical thinking. By analyzing a survey ( N = 326) and an experiment ( N = 292), we show that paradoxical thinking increases front‐end success and both dimensions of idea creativity (encompassing meaningfulness and novelty). In turn, by creating a motivational context (comprising decision autonomy, encouragement to take risks, and tolerance for mistakes), firms can provide the antecedents to adopt paradoxical thinking. Our study contributes to and extends the literature on screening idea creativity and paradox theory.

Year:

2024

Collaborators (7)

Christophe Haon

Professor of Marketing

TBS Education

FRANCE

Maximilian Palmié

-

SWITZERLAND

Thomas GILLIER

Associate Professor

Grenoble Ecole de Management

FRANCE

Tobias Röth

-

GERMANY

Robert Mai

Professor in Marketing

Grenoble Ecole de Management

FRANCE

Gloria Barczak

-

UNITED STATES

Patrick Spieth

-

GERMANY
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