دانلود رایگان مقاله نوآوری بازاریابی نتیجه رقابت پذیری

abstract

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.

5. Conclusions

This study interrogates the construct of marketing innovation as an outcome of the integrated competitiveness of a brand and the competitiveness of its resellers. Given the complex landscape of the competitiveness of brand versus competitiveness of firm owning brands and individual competitiveness of partners in a distribution network and the individual competitiveness of marketing innovation, causality related to the competitiveness of a brand and its resellers for the capability of the brand to innovate its marketing practises was hypothesised. Regarding its methodology, this research is one of the first studies to examine the configural analysis based on individual-level data and according to scholars (Leischnig & Kasper-Brauer, 2015; Pappas et al., 2015), the application of complexity theory in individual level phenomena may be proven suitable for theory building (Pappas et al., 2015). In addition, this study used structural equation modelling, multiple regression analysis and fsQCA, which has received attention from recent scholars (Gunawan & Huarng, 2015; Leischnig & Kasper-Brauer, 2015; Ordanini et al., 2013; Pappas et al., 2015; Woodside, 2014; Wu et al., 2014) to emphasise interdependencies and interconnected causal structures between the research constructs (Woodside, 2014) by employing complexity theory from a configurational approach. Furthermore, unfortunately, not many studies examine and report on predictive validity, almost all studies test and report only on fit appropriateness (Roberts & Pashler, 2000). This research reported predictive validity as well as fit.