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Critical brand innovation factors (CBIF): Understanding innovation and market performance in the Chinese high-tech service industry

Lookup NU author(s): Professor Suraksha Gupta

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Abstract

Brand innovation sweeps aside established practices and disrupts the status quo, resulting in the transformation of markets. The present study develops and tests a model of critical brand innovation factors (CBIF) by examining key factors influencing firm-level brands' innovation and increased market performance. Adapting both organizational elements and market response characteristics, the model integrates four key variables in China's industrial service markets: innovation, internationalization, market orientation, and organizational learning. Findings provide a foundation for understanding how firms improve their innovation and subsequent market performance in an emerging and dynamic market. The study demonstrates that when brands are more innovative, their performance increases: Brand innovation plays a fully mediating role on the effects of market orientation and organizational learning to market performance, but has no mediating effect on internationalization and market performance. A lack of innovation reduces market performance even when internationalization, market orientation, and organizational learning are present.


Publication metadata

Author(s): Nguyen B, Yu X, Melewar TC, Gupta S

Publication type: Article

Publication status: Published

Journal: Journal of Business Research

Year: 2016

Volume: 69

Issue: 7

Pages: 2471-2479

Print publication date: 31/07/2016

Online publication date: 28/02/2016

Acceptance date: 01/01/2016

ISSN (electronic): 0148-2963

Publisher: Elsevier Inc.

URL: https://doi.org/10.1016/j.jbusres.2016.02.016

DOI: 10.1016/j.jbusres.2016.02.016


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