Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance

Davcik, N.S.; Sharma, Piyush; Grigoriou, N.

doi:10.1007/978-3-319-47331-4_3

Access Status

Fulltext not available

Authors

Davcik, N.S.

Sharma, Piyush

Grigoriou, N.

Date

2017

Type

Conference Paper

Metadata

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Citation

Davcik, N.S. and Sharma, P. and Grigoriou, N. Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance. In Proceedings of 19th Annual Academy of Marketing Science (AMS) World Marketing Congress. 20-22 July 2016. Paris, France.

Source Title

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Source Conference

19th Annual Academy of Marketing Science (AMS) World Marketing Congress

DOI

10.1007/978-3-319-47331-4_3

Faculty

Faculty of Business and Law

School

School of Management and Marketing

URI

http://hdl.handle.net/20.500.11937/88180

Collection

Curtin Research Publications

Abstract

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.