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Marketing innovation: A consequence of competitiveness

机译：营销创新：竞争的结果

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This research uses complexity theory to probe the relationship between competiveness and innovation in the marketing practises of large manufacturing firms that offer their branded products in a foreign market by engaging a network of local small- and medium-sized enterprises (SMEs) as resellers of their brand. A deductive, quantitative research approach was employed and data were collected over a nine-month period from resellers of international IT firms in India using a questionnaire. A structural equation modelling technique and fuzzy-set qualitative comparative analysis (fsQCA) were employed on a sample of 649 respondents to find answers to the questions raised. This research indicates that a successful business relationship between a brand and its resellers can enable both parties to compete in a competitive market. This study finds that innovativeness in the marketing initiatives of the brand can be a function of the contributions made by the brand to its competitiveness. Nevertheless, the findings are also subject to some limitations and provide direction for future research on the topic. (C) 2016 The Authors. Published by Elsevier Inc.
机译：这项研究使用复杂性理论来探讨大型制造公司在国外市场上提供品牌产品的营销实践中竞争力与创新之间的关系，方法是与本地中小型企业（SME）的代理商网络互动牌。使用了一种演绎的定量研究方法，并使用问卷从印度国际IT公司的代理商那里收集了为期9个月的数据。对649名受访者的样本采用了结构方程建模技术和模糊集定性比较分析（fsQCA），以找到所提出问题的答案。这项研究表明，品牌与其经销商之间的成功业务关系可以使双方在竞争激烈的市场中竞争。这项研究发现，品牌营销活动的创新性可能与品牌对其竞争力的贡献有关。尽管如此，研究结果也受到一些限制，并为该主题的未来研究提供了方向。 （C）2016作者。由Elsevier Inc.发布

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