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

Nguyen, Bang, Yu, Xiaoyu, Melewar, T. C. and Gupta, Suraksha (2016) Critical brand innovation factors (CBIF): understanding innovation and market performance in the Chinese high-tech service industry. Journal of Business Research, 69 (7) . pp. 2471-2479. ISSN 0148-2963 [Article] (doi:10.1016/j.jbusres.2016.02.016)

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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.

Item Type: Article
Additional Information: Available online 28 February 2016
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 19557
Notes on copyright: © 2016. This author's accepted manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
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Depositing User: Tc Melewar
Date Deposited: 26 Apr 2016 11:13
Last Modified: 12 Jun 2021 01:29
URI: https://eprints.mdx.ac.uk/id/eprint/19557

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