The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market
Product innovation allows firms to not only develop new market segments but also expand its current market segments and product portfolios; however, it is also associated with higher costs as well as higher risks and management challenges. Hence, despite growing research on product innovation, its e...
| Main Authors: | , |
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| Format: | Conference Paper |
| Published: |
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/88178 |
| _version_ | 1848764977717968896 |
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| author | Davcik, N.S. Sharma, Piyush |
| author_facet | Davcik, N.S. Sharma, Piyush |
| author_sort | Davcik, N.S. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Product innovation allows firms to not only develop new market segments but also expand its current market segments and product portfolios; however, it is also associated with higher costs as well as higher risks and management challenges. Hence, despite growing research on product innovation, its effect on firm performance remains unclear. Moreover, prior studies on brand equity generally focus on the link between consumers’ perceptions of brand equity and their behavioral intentions and outcomes such as repeat purchase and brand loyalty at the individual consumer level, with hardly any studies on brand equity and the associated outcomes at the level of brands or product categories. We address both these research gaps by using signaling theory and dynamic marketing capability (DMC) perspective from resource-based theory (RBT) to explore the mediating role of product innovation in the influence of research and development (R&D) expenditure and brand equity on marketing performance. We also examine differences in these influences for different types of firms (retailer, small and medium enterprises [SME], and multinational companies [MNC]) and innovation (conventional, functional, and organic) using a large dataset from the Italian package food industry. We discuss our findings and their implications and suggest several directions for future research. |
| first_indexed | 2025-11-14T11:27:56Z |
| format | Conference Paper |
| id | curtin-20.500.11937-88178 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T11:27:56Z |
| publishDate | 2017 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-881782022-06-28T07:09:00Z The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market Davcik, N.S. Sharma, Piyush Product innovation allows firms to not only develop new market segments but also expand its current market segments and product portfolios; however, it is also associated with higher costs as well as higher risks and management challenges. Hence, despite growing research on product innovation, its effect on firm performance remains unclear. Moreover, prior studies on brand equity generally focus on the link between consumers’ perceptions of brand equity and their behavioral intentions and outcomes such as repeat purchase and brand loyalty at the individual consumer level, with hardly any studies on brand equity and the associated outcomes at the level of brands or product categories. We address both these research gaps by using signaling theory and dynamic marketing capability (DMC) perspective from resource-based theory (RBT) to explore the mediating role of product innovation in the influence of research and development (R&D) expenditure and brand equity on marketing performance. We also examine differences in these influences for different types of firms (retailer, small and medium enterprises [SME], and multinational companies [MNC]) and innovation (conventional, functional, and organic) using a large dataset from the Italian package food industry. We discuss our findings and their implications and suggest several directions for future research. 2017 Conference Paper http://hdl.handle.net/20.500.11937/88178 10.1007/978-3-319-47331-4_49 restricted |
| spellingShingle | Davcik, N.S. Sharma, Piyush The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market |
| title | The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market |
| title_full | The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market |
| title_fullStr | The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market |
| title_full_unstemmed | The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market |
| title_short | The Role of Product Innovation in Marketing Performance: Empirical Study in FMCG Market |
| title_sort | role of product innovation in marketing performance: empirical study in fmcg market |
| url | http://hdl.handle.net/20.500.11937/88178 |