Explaining brand performance differentials between firms via innovation and marketing

Title: Explaining brand performance differentials between firms via innovation and marketing
Creator: Ngo, Liem; O'Cass, Aron
Relation: Australia and New Zealand Marketing Academy Conference (ANZMAC 2008). Australia and New Zealand Marketing Academy Conference 2008: Shifting the Focus from Mainstream to Offbeat (Sydney, N.S.W. 1-3 December, 2008)
Relation: http://www.anzmac2008.org/_Proceedings/Index.html
Publisher: 2008 Conference Secretariat/Promaco Conventions
Resource Type: conference paper
Date: 2008
Description: Extending the view espoused by Peter Drucker that innovation and marketing are key functions determining business success, we propose that building superior brand performance requires not only innovation capability and marketing capability as key business processes, but also innovation orientation and marketing orientation, which provides guidance and co-align with these business processes. Particularly, innovation orientation and marketing orientation are drivers of innovation capability and marketing capability, respectively, which in turn contribute to a brand's performance. The empirical findings validate these theoretical propositions.
Subject: brands; marketing; innovation; key business processes
Identifier: uon:6086
Identifier: http://hdl.handle.net/1959.13/802418
Identifier: ISBN:1863081445
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