Marketing innovation: a consequence of competitiveness

Gupta, Suraksha and Malhotra, Naresh K. and Czinkota, Michael and Foroudi, Pantea (2016) Marketing innovation: a consequence of competitiveness. Journal of Business Research, 69 (12). pp. 5671-5681. ISSN 0148-2963

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Abstract

This research uses complexity theory to probe the relationship between competiveness and innovation in the marketing practices of large manufacturing firms that offer their branded products in a foreign market by engaging a network of local small-and medium-sized enterprises (SMEs) as resellers of their brand. A deductive, quantitative research approach was employed and data was collected over a nine-month period from resellers of international IT firms in India using a questionnaire. A structural equation modelling technique and fuzzy-set qualitative comparative analysis (fsQCA) were employed on a sample of 649 respondents to find answers to the questions raised. This research suggests that a successful business relationship between a brand and its resellers can enable both parties to compete in a competitive market. This study finds that innovativeness in the marketing initiatives of the brand can be a function of the contributions made by the brand to its competitiveness. Nevertheless, the findings are also subject to some limitations and provide direction for future research on the topic.

Item Type: Article
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 19899
Notes on copyright: CC BY-NC-ND
Useful Links:
Depositing User: Pantea Foroudi
Date Deposited: 23 May 2016 12:19
Last Modified: 07 Sep 2018 12:50
URI: http://eprints.mdx.ac.uk/id/eprint/19899

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