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ISSN (Print): 2333-4495 ISSN (Online): 2333-4533 Website: https://www.sciepub.com/journal/jbms Editor-in-chief: Heap-Yih Chong
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Journal of Business and Management Sciences. 2025, 13(4), 102-111
DOI: 10.12691/jbms-13-4-3
Open AccessArticle

How Can Climate for Innovation Lead to A Better Customer Experience? Insights from A Major Egyptian Telecommunications Company

Rasha El Gendi1, and Moira Clark2

1School of Business, The Knowledge Hub Universities-Coventry Branch, Cairo, Egypt

2Henley Business School, University of Reading, Reading, United Kingdom

Pub. Date: August 13, 2025
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Cite this paper:
Rasha El Gendi and Moira Clark. How Can Climate for Innovation Lead to A Better Customer Experience? Insights from A Major Egyptian Telecommunications Company. Journal of Business and Management Sciences. 2025; 13(4):102-111. doi: 10.12691/jbms-13-4-3

Abstract

Customer experience may be leveraged in companies that have a good climate for innovation as employees become inspired to innovate their company’s products and services. A company’s climate for innovation is particularly important in the current Covid times, in which companies need to adapt speedily to survive. The purpose of this paper is to investigate empirically and provide in-depth understanding of the relationship between employees’ perceptions of climate for innovation within a company and customer experience. This study adopts a case study qualitative research method by conducting thirty-five in-depth semi-structured interviews with employees and managers in a major telecommunications company in Egypt, a market characterized by economic and political instability. A key finding of this research is the identification of new dimensions of climate for innovation characteristic of turbulent markets, namely: value-based organization; customer centricity; innovation unit; open innovation; structure of functional units; physical environment; internal communication; performance appraisal; training and development, and recruitment. Additionally, this study finds that there are six new dimensions of climate for innovation that are highly related to customer experience, namely customer centricity; open innovation; functional units’ structure; idea support mechanisms; CEO support and risk-taking.

Keywords:
limate for innovation customer experience Egypt

Creative CommonsThis work is licensed under a Creative Commons Attribution 4.0 International License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

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