• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
【24h】

Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance

机译：产品创新作为研发支出和品牌资产对营销绩效影响的中介

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

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 improve their product innovation and market share to a greater extent compared to SME and retailer firms. However, the stronger brand equity of MNC firms may actually hurt the performance of their new products by inhibiting product innovation. The authors use regression and probit analysis to study a panel data for 1356 food brands. Overall, this research provides fresh insights into the process by which R&D expenditure and brand equity affect product innovation and marketing performance in highly competitive product categories. (C) 2016 Elsevier Inc. All rights reserved.
机译：这项研究结合了信号理论和动态营销能力的观点，以研究产品创新在研发支出和品牌资产对营销绩效的影响中的中介作用。研究表明，与中小企业和零售商相比，跨国公司能够利用研发支出在更大程度上改善其产品创新和市场份额。但是，跨国公司的强大品牌资产实际上可能会通过抑制产品创新而损害其新产品的性能。作者使用回归和概率分析来研究1356个食品品牌的面板数据。总体而言，这项研究提供了有关研发支出和品牌资产影响竞争激烈的产品类别中产品创新和营销绩效的过程的新见解。 （C）2016 Elsevier Inc.保留所有权利。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号