Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance
This paper investigates the mediating role of product innovation on the effects of brand equity and R&D investments on firms’ market share. We use data from 10,282 households for 1945 food brands consisting of 531 retailers, 1124 small- to medium-sized enterprises (SME) and 290 multinational cor...
| Main Authors: | , , |
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| Format: | Conference Paper |
| Published: |
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/88180 |