Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance
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This paper investigates the mediating role of product innovation on the effects of brand equity and R&D investments on firms’ market share. We use data from 10,282 households for 1945 food brands consisting of 531 retailers, 1124 small- to medium-sized enterprises (SME) and 290 multinational corporation (MNC) brands. Our results show that the product innovation strategy works best for MNC but only partially for SME and retailers, especially for organic (vs. conventional and functional) brands. We extend the growing research on marketing resources and branding by exploring the antecedents and outcomes of product innovation, using a common theoretical framework, and provide useful managerial implications for improving marketing strategy through product innovation.
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Beverland, M.; Napoli, Julie; Farrelly, F. (2010)Product innovation is vital to ongoing brand equity and has been responsible for revitalizing many brands, including Apple, Dunlop Volley, Mini, and Gucci. While several scholars have noted the relationship between a ...
Davcik, N.; Sharma, Piyush (2015)Purpose – This paper aims to show the effect of brand equity, marketing investment and product differentiation on price in small and medium enterprises (SMEs), multinational companies (MNCs) and retailers (private labels). ...
Davcik, N.S.; Sharma, Piyush (2017)Product innovation allows firms to not only develop new market segments but also expand its current market segments and product portfolios; however, it is also associated with higher costs as well as higher risks and ...