Exploring the role of brand equity and R&D as drivers of product innovation and market performance: an abstract

Nebojsa S. Davcik; Piyush Sharma; Nicholas Grigoriou

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

Exploring the role of brand equity and R&D as drivers of product innovation and market performance: an abstract

Nebojsa S. Davcik, Piyush Sharma, Nicholas Grigoriou

Department of Marketing

Research output: Contribution to conference › Abstract

4 Citations (Scopus)

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.

Original language	English
Pages	13
Number of pages	1
DOIs	https://doi.org/10.1007/978-3-319-47331-4_3
Publication status	Published - 2017
Event	AMS World Marketing Congress 2016 - IESEG School of Management Paris, Paris, France Duration: 19 Jul 2016 → 23 Jul 2016 https://www.ams-web.org/events/EventDetails.aspx?id=636154

Conference

Conference	AMS World Marketing Congress 2016
Country/Territory	France
City	Paris
Period	19/07/16 → 23/07/16
Internet address	https://www.ams-web.org/events/EventDetails.aspx?id=636154

Keywords

Managerial Implication
Market Performance
Market Share
Marketing Strategy
Product Innovation

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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

Cite this

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title = "Exploring the role of brand equity and R&D as drivers of product innovation and market performance: an abstract",

abstract = "This paper investigates the mediating role of product innovation on the effects of brand equity and R&D investments on firms{\textquoteright} 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.",

keywords = "Managerial Implication, Market Performance, Market Share, Marketing Strategy, Product Innovation",

author = "Davcik, {Nebojsa S.} and Piyush Sharma and Nicholas Grigoriou",

note = "Publisher Copyright: {\textcopyright} 2017, Academy of Marketing Science.; AMS World Marketing Congress 2016 ; Conference date: 19-07-2016 Through 23-07-2016",

year = "2017",

doi = "10.1007/978-3-319-47331-4_3",

language = "English",

pages = "13",

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T2 - AMS World Marketing Congress 2016

AU - Davcik, Nebojsa S.

AU - Sharma, Piyush

AU - Grigoriou, Nicholas

PY - 2017

Y1 - 2017

N2 - 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.

AB - 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.

KW - Managerial Implication

KW - Market Performance

KW - Market Share

KW - Marketing Strategy

KW - Product Innovation

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

M3 - Abstract

AN - SCOPUS:85071326391

SP - 13

Y2 - 19 July 2016 through 23 July 2016

ER -

Exploring the role of brand equity and R&D as drivers of product innovation and market performance: an abstract

Abstract

Conference

Keywords

UN SDGs

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