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Product Innovation as a Mediator in the Impact of R&D Expenditure and Brand Equity on Marketing Performance

This study combines the signaling theory and dynamic marketing capabilities perspective to investigate the mediating role of product innovation in the influence of R&D expenditure and brand equity on marketing performance. The study shows that MNC firms are able to use R&D expenditure to imp...

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Bibliographic Details
Main Authors:	Sharma, Piyush, Davcik, N., Pillai, K.
Format:	Journal Article
Published:	Elsevier 2016
Online Access:	http://hdl.handle.net/20.500.11937/28161

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