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    Product Innovation as a Mediator in the Impact of R&D Expenditure and Brand Equity on Marketing Performance

    239946.pdf (296.2Kb)
    Access Status
    Open access
    Authors
    Sharma, Piyush
    Davcik, N.
    Pillai, K.
    Date
    2016
    Type
    Journal Article
    
    Metadata
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    Citation
    Sharma, P. and Davcik, N and Pillai, K. 2016. Product Innovation as a Mediator in the Impact of R&D Expenditure and Brand Equity on Marketing Performance. Journal of Business Research. 69 (12): 5662-5669.
    Source Title
    Journal of Business Research
    DOI
    10.1016/j.jbusres.2016.03.074
    ISSN
    0148-2963
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/28161
    Collection
    • Curtin Research Publications
    Abstract

    This study combines the signaling theory and dynamic marketing capabilities perspective to investigate the mediating role of product innovation in the influence of R&D expenditure and brand equity on marketing performance. The study shows that MNC firms are able to use R&D expenditure to improve their product innovation and market share to a greater extent compared to SME and retailer firms. However, the stronger brand equity of MNC firms may actually hurt the performance of their new products by inhibiting product innovation. The authors use regression and probit analysis to study a panel data for 1356 food brands. Overall, this research provides fresh insights into the process by which R&D expenditure and brand equity affect product innovation and marketing performance in highly competitive product categories.

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