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dc.contributor.authorSharma, Piyush
dc.contributor.authorDavcik, N.
dc.contributor.authorPillai, K.
dc.date.accessioned2017-01-30T13:03:29Z
dc.date.available2017-01-30T13:03:29Z
dc.date.created2016-05-02T19:30:21Z
dc.date.issued2016
dc.identifier.citationSharma, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/28161
dc.identifier.doi10.1016/j.jbusres.2016.03.074
dc.description.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.

dc.publisherElsevier
dc.titleProduct Innovation as a Mediator in the Impact of R&D Expenditure and Brand Equity on Marketing Performance
dc.typeJournal Article
dcterms.source.volume69
dcterms.source.issn0148-2963
dcterms.source.titleJournal of Business Research
curtin.departmentSchool of Marketing
curtin.accessStatusOpen access
curtin.contributor.orcidSharma, Piyush [0000-0002-6953-3652]


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