Marketing innovation: a consequence of competitiveness

Gupta, Suraksha, Malhotra, Naresh K., Czinkota, Michael and Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 (2016) Marketing innovation: a consequence of competitiveness. Journal of Business Research, 69 (12) . pp. 5671-5681. ISSN 0148-2963 [Article] (doi:10.1016/j.jbusres.2016.02.042)

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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.

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