Publicação
Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
| Resumo: | 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. |
|---|---|
| Autores principais: | Sharma, P. |
| Outros Autores: | Davcik, N.; Pillai, K. G. |
| Assunto: | Brand equity Market share Marketing performance Product innovation R& D expenditure dynamic marketing capabilities Signaling theory |
| Ano: | 2016 |
| País: | Portugal |
| Tipo de documento: | artigo |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| _version_ | 1868443617464418304 |
|---|---|
| author | Sharma, P. |
| author2 | Davcik, N. Pillai, K. G. |
| author2_role | author author |
| author_facet | Sharma, P. Davcik, N. Pillai, K. G. |
| author_role | author |
| country_str | PT |
| creators_json_txt | [{\"Person.name\":\"Sharma, P.\"},{\"Person.name\":\"Davcik, N.\"},{\"Person.name\":\"Pillai, K. G.\"}] |
| datacite.creators.creator.creatorName.fl_str_mv | Sharma, P. Davcik, N. Pillai, K. G. |
| datacite.date.Accepted.fl_str_mv | 2016-01-01T00:00:00Z |
| datacite.date.available.fl_str_mv | 2016-12-15T18:52:54Z |
| datacite.date.embargoed.fl_str_mv | 2016-12-15T18:52:54Z |
| datacite.rights.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| datacite.subjects.subject.fl_str_mv | Brand equity Market share Marketing performance Product innovation R& D expenditure dynamic marketing capabilities Signaling theory |
| datacite.titles.title.fl_str_mv | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance |
| dc.creator.none.fl_str_mv | Sharma, P. Davcik, N. Pillai, K. G. |
| dc.date.Accepted.fl_str_mv | 2016-01-01T00:00:00Z |
| dc.date.available.fl_str_mv | 2016-12-15T18:52:54Z |
| dc.date.embargoed.fl_str_mv | 2016-12-15T18:52:54Z |
| dc.format.none.fl_str_mv | application/pdf |
| dc.identifier.none.fl_str_mv | http://hdl.handle.net/10071/12281 |
| dc.language.none.fl_str_mv | eng |
| dc.publisher.none.fl_str_mv | Elsevier Science, Inc |
| dc.rights.none.fl_str_mv | http://purl.org/coar/access_right/c_abf2 |
| dc.subject.none.fl_str_mv | Brand equity Market share Marketing performance Product innovation R& D expenditure dynamic marketing capabilities Signaling theory |
| dc.title.fl_str_mv | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance |
| dc.type.none.fl_str_mv | http://purl.org/coar/resource_type/c_6501 |
| description | 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. |
| dirty | 0 |
| eu_rights_str_mv | openAccess |
| format | article |
| id | iscte_379bfd5e55730297ffa4e7dcd722d8a2 |
| identifier.url.fl_str_mv | http://hdl.handle.net/10071/12281 |
| instacron_str | iscte |
| institution | ISCTE |
| instname_str | ISCTE |
| language | eng |
| network_acronym_str | iscte |
| network_name_str | Repositório ISCTE |
| oai_identifier_str | oai:repositorio.iscte-iul.pt:10071/12281 |
| organization_str_mv | urn:organizationAcronym:iscte |
| person_str_mv | Sharma, P. Davcik, N. Pillai, K. G. |
| publishDate | 2016 |
| publisher.none.fl_str_mv | Elsevier Science, Inc |
| reponame_str | Repositório ISCTE |
| repository_id_str | urn:repositoryAcronym:iscte |
| service_str_mv | urn:repositoryAcronym:iscte |
| spelling | engThis 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.application/pdfengElsevier Science, IncengProduct innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performanceSharma, P.Davcik, N.Pillai, K. G.Handlehttp://hdl.handle.net/10071/12281ISSNIsPartOf0148-2963DOIIsPartOf10.1016/j.jbusres.2016.03.0742016-12-15T18:52:54Z2016-01-01T00:00:00Z20162019-03-28T14:39:27Zhttp://purl.org/coar/access_right/c_abf2open accessengBrand equityengMarket shareengMarketing performanceengProduct innovationengR&engD expenditureengdynamic marketing capabilitiesengSignaling theory611339 byteshttp://purl.org/coar/access_right/c_abf2application/pdffulltexthttps://repositorio.iscte-iul.pt/bitstreams/9f23744f-4897-4b64-b8a7-76308b6300c8/downloadliteraturehttp://purl.org/coar/resource_type/c_6501journal article |
| spellingShingle | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance Sharma, P. Brand equity Market share Marketing performance Product innovation R& D expenditure dynamic marketing capabilities Signaling theory |
| status | SINGLETON |
| subject.fl_str_mv | Brand equity Market share Marketing performance Product innovation R& D expenditure dynamic marketing capabilities Signaling theory |
| title | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance |
| title_full | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance |
| title_fullStr | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance |
| title_full_unstemmed | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance |
| title_short | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance |
| title_sort | Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance |
| topic | Brand equity Market share Marketing performance Product innovation R& D expenditure dynamic marketing capabilities Signaling theory |
| topic_facet | Brand equity Market share Marketing performance Product innovation R& D expenditure dynamic marketing capabilities Signaling theory |
| url | http://hdl.handle.net/10071/12281 |
| visible | 1 |