Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance

Detalhes bibliográficos
Autor(a) principal: Sharma, P.
Data de Publicação: 2016
Outros Autores: Davcik, N., Pillai, K. G.
Tipo de documento: Artigo
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10071/12281
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.
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spelling Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performanceBrand equityMarket shareMarketing performanceProduct innovationR&D expendituredynamic marketing capabilitiesSignaling theoryThis 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.Elsevier Science, Inc2016-12-15T18:52:54Z2016-01-01T00:00:00Z20162019-03-28T14:39:27Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10071/12281eng0148-296310.1016/j.jbusres.2016.03.074Sharma, P.Davcik, N.Pillai, K. G.info:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-11-09T17:47:32Zoai:repositorio.iscte-iul.pt:10071/12281Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T22:23:03.514718Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
title Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
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
title_short 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_sort Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
author Sharma, P.
author_facet Sharma, P.
Davcik, N.
Pillai, K. G.
author_role author
author2 Davcik, N.
Pillai, K. G.
author2_role author
author
dc.contributor.author.fl_str_mv Sharma, P.
Davcik, N.
Pillai, K. G.
dc.subject.por.fl_str_mv Brand equity
Market share
Marketing performance
Product innovation
R&
D expenditure
dynamic marketing capabilities
Signaling theory
topic Brand equity
Market share
Marketing performance
Product innovation
R&
D expenditure
dynamic marketing capabilities
Signaling theory
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.
publishDate 2016
dc.date.none.fl_str_mv 2016-12-15T18:52:54Z
2016-01-01T00:00:00Z
2016
2019-03-28T14:39:27Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10071/12281
url http://hdl.handle.net/10071/12281
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv 0148-2963
10.1016/j.jbusres.2016.03.074
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Elsevier Science, Inc
publisher.none.fl_str_mv Elsevier Science, Inc
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
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