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Lookup NU author(s): Professor Suraksha Gupta
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Brand innovation sweeps aside established practices and disrupts the status quo, resulting in the transformation of markets. The present study develops and tests a model of critical brand innovation factors (CBIF) by examining key factors influencing firm-level brands' innovation and increased market performance. Adapting both organizational elements and market response characteristics, the model integrates four key variables in China's industrial service markets: innovation, internationalization, market orientation, and organizational learning. Findings provide a foundation for understanding how firms improve their innovation and subsequent market performance in an emerging and dynamic market. The study demonstrates that when brands are more innovative, their performance increases: Brand innovation plays a fully mediating role on the effects of market orientation and organizational learning to market performance, but has no mediating effect on internationalization and market performance. A lack of innovation reduces market performance even when internationalization, market orientation, and organizational learning are present.
Author(s): Nguyen B, Yu X, Melewar TC, Gupta S
Publication type: Article
Publication status: Published
Journal: Journal of Business Research
Year: 2016
Volume: 69
Issue: 7
Pages: 2471-2479
Print publication date: 31/07/2016
Online publication date: 28/02/2016
Acceptance date: 01/01/2016
ISSN (electronic): 0148-2963
Publisher: Elsevier Inc.
URL: https://doi.org/10.1016/j.jbusres.2016.02.016
DOI: 10.1016/j.jbusres.2016.02.016
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