Sustainable competitive advantage and marketing innovation within firms

Ren, Lei; Xie, Guangya; Krabbendam, Koos

doi:10.1108/01409171011011580

Cited by 69 publications

(70 citation statements)

References 10 publications

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“…Innovation improves sustainable competitiveness for small and medium enterprises (Najib, 2014;Widyastuti 2014) and competitive advantage is achieved through innovation motivation (Dustin et al, 2014). Sustainable market innovation is seen as a good tool in gaining sustainable competitive advantage (Ren et al, 2010). The ability to innovate has an effect on competitive advantage (Parkman et al, 2012).…”

Section: Innovation and Competitive Advantagementioning

confidence: 99%

The Role of Market Orientation, Creativity and Innovation in Creating Competitive Advantages and Creative Industry Performance

Sutapa

Mulyana

Wasitowati

2017

JDM

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The purpose of this study is to examine the effect of market orientation, creativity, innovation and competitive advantage on the performance of creative industries. Respondents from this study are 130 owners or leaders of creative industries in the fashion sector in Central Java Indonesia. The study is located on the North Coast of Central Java, taking five districts, namely Pekalongan, Semarang, Kudus, Rembang and Jepara. Sampling method in this research use purposive sampling method. This method is used taking into account the criteria of the creative fashion industry that has been operating for at least 3 years and innovating market-oriented products. The data obtained will be analyzed using Partial Least Square (PLS) program. The results of data analysis show that creativity has no significant effect on innovation. Market orientation significantly affects innovation and performance. Innovation also has a significant effect on excellence and competitive performance. Furthermore, competitive advantage has a significant effect on company performance. Info Article

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Section: Innovation and Competitive Advantagementioning

confidence: 99%

The Role of Market Orientation, Creativity and Innovation in Creating Competitive Advantages and Creative Industry Performance

Sutapa

Mulyana

Wasitowati

2017

JDM

View full text Add to dashboard Cite

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“…We used product design, promotion, placement, and price as the proxies of marketing innovation activities (Deshpandé et al, 1993;Hurley and Hult, 1998;Ren et al, 2010). Each one is a binary variable specifying whether a company has introduced any of the marketing innovation activities.…”

Section: ⅲ Data and Methodologymentioning

confidence: 99%

“…However, few studies have been done in relation to marketing innovation (Augusto and Coelho, 2009;Ren et al, 2010). Marketing innovation is understood commonly as a continual process.…”

Section: ⅱ Theories and Hypothesesmentioning

confidence: 99%

“…These levels are those related to product, service, distribution, and sales/promotion (Ren et al, 2010). Deshpandé et al (1993) and Hurley and Hult (1998) defines marketing innovation as improvements in product design, placement, promotion or pricing.…”

Section: ⅱ Theories and Hypothesesmentioning

confidence: 99%

“…After Schumpeter, many scholars have studied the impact of innovation on company performance, but few studies have been carried out in relation to marketing innovation (Augusto andCoelho, 2009: Ren et al, 2010). Ren et al (2010) suggested the general levels of marketing innovations: product, service, distribution, and sales/promotion. They argued that these factors are interrelated and through the combination of the factors on these levels companies can develop the favored marketing innovation.…”

Section: ⅱ Theories and Hypothesesmentioning

confidence: 99%

See 2 more Smart Citations

Marketing Innovation Influences on Market and Customer Related Performances: Evidences of Korean Manufacturing Companies

Lee¹,

Yu²,

Dong³

et al. 2016

Glob Bus Financ Rev

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A B S T R A C TThe marketing related literatures emphasize the key role of marketing for companies performances. However, not much attention has been paid to marketing innovations and their performances. Focusing on 2,149 Korean manufacturing companies, this paper examines the factors that influence companies' marketing innovation decisions and marketing performances by using the Heckman selection model for addressing the sample bias problem. Three key findings have been derived. First, by categorizing market orientation among the three components-customer orientation, competitor orientation, inter-functional coordination, the findings show that customer orientation enhances marketing performance, but does not influence marketing innovation decision. On the other hand, both competitor orientation and inter-functional coordination have positive influences on the marketing innovation decision, but not on marketing performance. Second, marketing innovation activities such as product design, promotion, placement, and price help to enhance marketing performance. Third, the factors that influence marketing innovation decision and their performance are different depending on technological level of an industry. The results suggest that the marketing related activities are more important in high-tech rather than in low-tech industries.

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ICT Utilisation within Experienced South African Small and Medium Enterprises

Adeniran

Johnston

2014

E J Info Sys Dev Countries

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The aim of the study was to examine the levels and purposes of Information and Communication Technology (ICT) utilisation within a sample of ICT aware South African Small and Medium Enterprises (SMEs). It is globally acknowledged that SMEs are significant in their contributions to economic growth, job creation, innovation of new products, income generation, poverty alleviation, technological progress and competitive advantage. However, SMEs are characterised by limited ICT utilisation. More studies are required to understand the purposes and levels of ICT utilisation within the South African SMEs, as well as the effect of firm size and age on ICT utilisation. To address this issue, an online based survey was conducted, and evidence gathered showed the following. (1) ICT aware South African SMEs are high users of technology. (2) Levels of ICT utilisation by ICT aware South African SMEs is sector specific. (3) ICT aware South African SMEs used ICT for cost saving, to collaborate with new and existing business partners, to handle collaboration within the firm and communication with the firm's stakeholders, to establish relationships with other organisations, and to enable strategic planning. (4) A firm's size has significant impacts on the levels of ICT utilization. (5) A firm's age impacts on the level of ICT utilisation of ICT aware South African SMEs; the more mature firms had more advanced information technology capability. The paper offers insights into the levels and purposes of ICT utilisation with implications for practitioners and academics.

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Sustainable competitive advantage and marketing innovation within firms

Cited by 69 publications

References 10 publications

The Role of Market Orientation, Creativity and Innovation in Creating Competitive Advantages and Creative Industry Performance

The Role of Market Orientation, Creativity and Innovation in Creating Competitive Advantages and Creative Industry Performance

Marketing Innovation Influences on Market and Customer Related Performances: Evidences of Korean Manufacturing Companies

ICT Utilisation within Experienced South African Small and Medium Enterprises

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