Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
Abstract
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...
Paper Details
Title
Product innovation as a mediator in the impact of R&D expenditure and brand equity on marketing performance
Published Date
Dec 1, 2016
Journal
Volume
69
Issue
12
Pages
5662 - 5669
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