2021
DOI: 10.3390/su132212619
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Will Internet Market Newness Improve Performance? An Empirical Study on the Internet Market Innovation of Offline Retailers in China

Abstract: With the increasing impact of the Internet, the transformation of traditional retailers through Internet innovation has become a pressing issue. Based on the theory of innovation and marketing capability, this study investigated the relationships among adaptive marketing capability (AMC), Internet market newness, and innovation performance. The mediation effect of compromise on these relationships was also investigated. Through data analysis of 205 questionnaires in China, the current study confirmed that inte… Show more

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Cited by 2 publications
(1 citation statement)
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References 58 publications
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“…For example, developments in the Internet have changed our behaviors and habits in many aspects of life, such as in information acquisition, communication, and shopping. Related changes have brought many innovation opportunities, such as Internet-based search engines, social networks, and e-commerce platforms [15]. Considering a product's lifecycle [16], innovation opportunities may come from different requirements in terms of product design, manufacturing, use, or recycling.…”
Section: Introductionmentioning
confidence: 99%
“…For example, developments in the Internet have changed our behaviors and habits in many aspects of life, such as in information acquisition, communication, and shopping. Related changes have brought many innovation opportunities, such as Internet-based search engines, social networks, and e-commerce platforms [15]. Considering a product's lifecycle [16], innovation opportunities may come from different requirements in terms of product design, manufacturing, use, or recycling.…”
Section: Introductionmentioning
confidence: 99%