MEASURING FIRM'S INNOVATIVENESS IN HOUSING INDUSTRY

The housing industry have been facing criticisms and challenges for lagging behind in innovativeness, late delivery of product and high level of risk among others. Also, several scales have been used to measure organizational innovativeness by scholar in this field of research, how ever, very few of these scale were used specifically for the measurement of organizational innovativeness in the housing industry. This conceptual paper tends to fill this gap by suggesting a conceptual model that is suitable for the industry, with particular reference to the housing developers firm. The model would be useful for the measurement of firm's innovativeness in the housing industry, which could be for the purpose of bench marking and ranking of such of firms. Base on the scale development guidelines in the literature, the paper suggests the adoption of a modified innovativeness scale recently developed for measuring innovativeness in the North American Softwood Sawmilling Industry.