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 |
| _version_ | 1848764977961238528 |
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| author | Davcik, N.S. Sharma, Piyush Grigoriou, N. |
| author_facet | Davcik, N.S. Sharma, Piyush Grigoriou, N. |
| author_sort | Davcik, N.S. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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 corporation (MNC) brands. Our results show that the product innovation strategy works best for MNC but only partially for SME and retailers, especially for organic (vs. conventional and functional) brands. We extend the growing research on marketing resources and branding by exploring the antecedents and outcomes of product innovation, using a common theoretical framework, and provide useful managerial implications for improving marketing strategy through product innovation. |
| first_indexed | 2025-11-14T11:27:56Z |
| format | Conference Paper |
| id | curtin-20.500.11937-88180 |
| 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-20.500.11937-881802022-06-28T07:21:56Z Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance Davcik, N.S. Sharma, Piyush Grigoriou, N. 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 corporation (MNC) brands. Our results show that the product innovation strategy works best for MNC but only partially for SME and retailers, especially for organic (vs. conventional and functional) brands. We extend the growing research on marketing resources and branding by exploring the antecedents and outcomes of product innovation, using a common theoretical framework, and provide useful managerial implications for improving marketing strategy through product innovation. 2017 Conference Paper http://hdl.handle.net/20.500.11937/88180 10.1007/978-3-319-47331-4_3 restricted |
| spellingShingle | Davcik, N.S. Sharma, Piyush Grigoriou, N. Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance |
| title | Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance |
| title_full | Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance |
| title_fullStr | Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance |
| title_full_unstemmed | Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance |
| title_short | Exploring the Role of Brand Equity and R&D as Drivers of Product Innovation and Market Performance |
| title_sort | exploring the role of brand equity and r&d as drivers of product innovation and market performance |
| url | http://hdl.handle.net/20.500.11937/88180 |