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Marketing innovation: A consequence of competitiveness

Listed author(s):
  • Gupta, Suraksha
  • Malhotra, Naresh K.
  • Czinkota, Michael
  • Foroudi, Pantea
Registered author(s):

    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.

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296316302776
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 69 (2016)
    Issue (Month): 12 ()
    Pages: 5671-5681

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    Handle: RePEc:eee:jbrese:v:69:y:2016:i:12:p:5671-5681
    DOI: 10.1016/j.jbusres.2016.02.042
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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