Critical brand innovation factors (CBIF)

Understanding innovation and market performance in the Chinese high-tech service industry

Bang Nguyen, Xiaoyu Yu*, T. C. Melewar, Suraksha Gupta

*Kontaktforfatter for dette arbejde

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Resumé

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.

OriginalsprogEngelsk
TidsskriftJournal of Business Research
Vol/bind69
Udgave nummer7
Sider (fra-til)2471-2479
ISSN0148-2963
DOI
StatusUdgivet - 2016
Udgivet eksterntJa

Fingeraftryk

Market performance
Factors
Innovation
Innovation performance
Service industries
High-tech
Internationalization
Organizational learning
Market orientation
Status quo
Innovative performance
China
Market response
Industrial services
Influencing factors
Dynamic markets
Emerging markets
Mediating effect

Citer dette

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Critical brand innovation factors (CBIF) : Understanding innovation and market performance in the Chinese high-tech service industry. / Nguyen, Bang; Yu, Xiaoyu; Melewar, T. C.; Gupta, Suraksha.

I: Journal of Business Research, Bind 69, Nr. 7, 2016, s. 2471-2479.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

TY - JOUR

T1 - Critical brand innovation factors (CBIF)

T2 - Understanding innovation and market performance in the Chinese high-tech service industry

AU - Nguyen, Bang

AU - Yu, Xiaoyu

AU - Melewar, T. C.

AU - Gupta, Suraksha

PY - 2016

Y1 - 2016

N2 - 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.

AB - 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.

KW - Branding

KW - High technology service industry

KW - Innovation

KW - Internationalization

KW - Market orientation

KW - Organizational learning

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