Marketing innovation: a systematic review

Purchase, Sharon; Voléry, Thierry

doi:10.1080/0267257x.2020.1774631

Cited by 51 publications

(40 citation statements)

References 174 publications

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“…The plethora of existing concepts and the ambiguities of how marketing innovation conceptions are operationalized have caused some misunderstanding when directly comparing empirical studies, requiring that academics define the nomenclature. Likewise, marketing managers frequently find it hard to comprehend the essence of marketing innovation, as well as its causes and effects ( Purchase and Volery, 2020 ). Previous research examined marketing innovation in different environments.…”

Section: Literature Reviewmentioning

confidence: 99%

“…With the rapid pace of technology development, the impact of innovation on a business’s success has garnered great academic and managerial attention ( Purchase and Volery, 2020 ; Breitling and Scholl, 2022 ; Hu et al, 2022 ; Wang et al, 2022 ). Similarly, innovation is essential for organizations to create competitive advantages over competitors ( Saqib and Satar, 2021 ).…”

Section: Introductionmentioning

confidence: 99%

“…Today, brands are essential components of innovation that assist in launching new products and services. They foster innovation ownership, credibility, and acceptability, enhance visibility and facilitate communication ( Purchase and Volery, 2020 ). Prior research revealed that brand performance plays a substantial role in innovation performance ( Sharma et al, 2016 ).…”

Section: Introductionmentioning

confidence: 99%

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Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia

2022

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BackgroundIn recent years, technological advancements have increased the importance of innovation activities. Therefore, firms invest millions of dollars in innovation activities to ensure long-term business sustainability. Similarly, consumer concerns have increased dramatically over the past years. Thus, brand loyalty has become a top priority for firms and consumers. In this background, this research examines how firms’ innovation activities translate into consumer brand loyalty to assure business sustainability in Asian markets, particularly China, Pakistan, and Indonesia.ObjectivesThis study’s specific objectives are to comprehend the concept of firms’ innovation activities and their effect on the brand prototype. Examine the effect of the brand prototype on global brand preference, recommendation, and loyalty among Asian consumers. Find out the impact of brand preference on brand recommendations and the influence of brand recommendations on brand loyalty among Asian consumers.Materials and methodsA total of 814 consumers from Asian countries (China, Pakistan, and Indonesia) participated in this study, and structural equation modeling was used to analyze the data.ResultsThe findings indicate that firms’ innovation activities, such as processes, products, and store environment, positively influenced the brand prototype, thereby increasing consumer brand knowledge. Likewise, brand prototype contributes to developing brand preference, brand recommendation, and brand loyalty among Asian consumers. Lastly, consumer brand preference significantly influenced brand recommendation, which positively improves consumer brand loyalty in Asia.ConclusionThis study concluded that Asian (Chinese, Pakistani, and Indonesian) consumers have favorable perceptions of firms’ innovation activities (i.e., process, product, and store environment innovation), which influences their ability to develop brand prototypes to increase consumer brand knowledge. Similarly, brand prototype fosters brand preference, recommendation, and loyalty. Likewise, favorable brand preference encourages consumers to recommend the brand to others, strengthening brand loyalty. Thus, firms should invest in innovation activities to strengthen consumer brand loyalty in Asian markets. Consequently, this study may assist multinational corporations in increasing their business volumes and market shares in Asia.Managerial recommendationsThis study provides important managerial recommendations. The findings revealed that global managers can develop and implement several branding strategies for sustaining their businesses in the Asian environment.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia

2022

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“…Чтобы стать частью повседневной жизни отдельного человека, требуется время, а поскольку цифровизация снижает затраты на переключение и повышает прозрачность цен, для поддержания доверия требуется еще больше времени. Это процесс, который потребует развертывания новых инструментов и технологий, таких как использование ботов в среде с несколькими устройствами и использование искусственного интеллекта для создания межмашинных возможностей [6]. Как это ни парадоксально, поддержание отношений с клиентами будет зависеть также от факторов, которые не поддаются аналитическим формулам: сила бренда, тон сообщения и эмоции, которые могут вызвать продукты и услуги компании.…”

Section: постановка проблемы и обзор литературыunclassified

Marketing technologies of customer relationship management: digital ecosystems

Butkovskayakaya

Сумарокова

2022

Vestnik universiteta

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Digital technologies are changing customer expectations and reshaping the boundaries of industry markets forming ecosystems. At the same time, ecosystems are built on customer needs and go beyond a simple partnership between players from different industries to bring together digitally available services or products, providing an end-to-end experience for consumers. The article summarises research findings in the field of digital marketing and digital ecosystems. Theoretical and research issues of changes in marketing techniques for customer relationship management in the digital environment have been reviewed. The experience of the world’s leading ecosystems has been systematised, the main archetypes of digital ecosystems and key success factors have been highlighted.

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“…Most importantly, B2B buying is typically seen as a collaboration between suppliers and buyers (Hakansson & Snehota, 1995) demanding co-creation to realise a winwin outcome from the relationship. Prior research on value co-creation has focused on the business-to-consumer context (Ashok et al, 2014); thus, VCC in the business customer context has had received relatively little attention (Lilien, 2016;Mustak et al, 2013) until recently (Purchase & Volery, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Value co-creation in the B2B context: a conceptual framework and its implications

Pathak

Ashok

Tan

2021

The Service Industries Journal

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This study aims to bring a renewed focus on Value Co-Creation (VCC) between an organisation (service provider) and its customers in the business-to-business (B2B) context. From the literature review, a conceptual framework of factors affecting VCC was developed by adding Customer to the Technology-Organisation-Environment framework (T-O-E). The enhanced Customer-Organisation-Technology-Environment (C-O-T-E) framework was empirically investigated from the focal firms' perspectives using semistructured interviews with seventeen executives from knowledgeintensive service organisations. The research captured a total of sixteen factors affecting VCC and highlighted co-conception for competition as a new form of co-creation, where the customerservice provider's long-term relationship positively enables a competitive strategy. These findings have significant implications for how service providers achieve competitive advantage in a challenging B2B marketplace.

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Marketing innovation: a systematic review

Cited by 51 publications

References 174 publications

Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia

Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia

Marketing technologies of customer relationship management: digital ecosystems

Value co-creation in the B2B context: a conceptual framework and its implications

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