Critical brand innovation factors (CBIF): Understanding innovation and market performance in the Chinese high-tech service industry

Bang Nguyen, Xiaoyu Yu, T.C. Melewar and Suraksha Gupta

Journal of Business Research, 2016, vol. 69, issue 7, 2471-2479

Abstract: 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.

Keywords: Branding; Innovation; Internationalization; Market orientation; Organizational learning; High technology service industry (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:7:p:2471-2479

DOI: 10.1016/j.jbusres.2016.02.016

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