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عنوان فارسی مقاله:
بازاریابی نوآوری: نتیجه رقابت پذیری
عنوان انگلیسی مقاله:
Marketing innovation: A consequence of competitiveness
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Literature review and hypothesis development
2.1. Competitiveness of brand and reseller firms Brands that are able to push the market and create a pull to make selling easier are able to attract resellers (Keller, 2010; Srivastava et al., 2001). Simultaneously, those resellers who are able to efficiently support the brand in penetrating a market and creating a pull for the brand are able to catch the attention of brand managers (Parment, 2008). While the creation of push and pull in a competitive market benefits both brand and reseller firms, it requires them to innovatively cooperate with each other (Gupta & Malhotra, 2013). According to the literature, when resellers benefit from the promotional activities performed by a brand, the indigenous knowledge and home-grown relationships of resellers play an important role in building the competency and capability of brand managers to innovatively juggle with the different barriers and shortcomings of the growth markets (Cavusgil & Cavusgil, 2012; Gupta & Malhotra, 2013). Juggling performed for altering and rearranging the actions of the brand based on its standardised policies and the requirement of a local market can result in the discovery of an innovative marketing idea that is very context specific and facilitates the smooth functioning of the brand in an agile situation (Colder, 2000). Such actions in a competitive market when viewed from the standpoint of resource advantage theory lead to the expectation that the success of juggling depends upon the resources required and the appropriation of incentives anticipated from the innovative marketing idea (Achrol & Etzel, 2003; Hunt & Morgan, 1996). Brand and reseller firms commit to an innovative marketing idea after they have identified the contribution it makes to their competitiveness as an incentive to become innovative in their marketing practises (Sood & Tellis, 2005). The triple helix model of innovation reflects the complexities that drive an innovation and a national system of innovation explains the formal and informal linkages between the actors who collaborate for mobility, penetration and smooth flow of knowledge with the resources to implement an innovation (Basant, 2002).
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کلمات کلیدی:
5 Examples Of Innovative Marketing Strategies | Linkdex https://www.linkdex.com/en-gb/inked/innovative-marketing-strategies-examples/ Aug 24, 2015 - Five great examples of brands – IKEA, Virgin America, Instagram, Netflix, and L'Oréal – using innovation to power their marketing campaigns. Being able to adapt to consumer behavior and new technologies while maintaining a strong customer focus is essential to great marketing. Innovation in Practice: Marketing Innovation www.innovationinpractice.com/innovation_in_practice/marketing-innovation/ Apr 13, 2017 - As an innovation leader, you are now responsible for a bundle of resources that you'll need to get the job done. Those resources include ... 10 Noteworthy Quotes From The Marketing Innovation Summit - Forbes www.forbes.com/.../10-noteworthy-quotes-from-the-marketing-innovation-summit/ Apr 6, 2017 - The Marketing Innovation Summit brought together thought leaders from the B2B marketing space. Here are 10 noteworthy quotes that came ... Marketing Innovation Conference 2016 hbsmktingconference.com/ Nov 6, 2016 - Marketing Innovation Conference Sunday, November 6, 2016 Register Now. OECD Glossary of Statistical Terms - Marketing innovation Definition https://stats.oecd.org/glossary/detail.asp?ID=6871 Sep 9, 2005 - A marketing innovation is the implementation of a new marketing method involving significant changes in product design or packaging, product ... Digital Marketing Innovation Summit, London - The Innovation Enterprise https://theinnovationenterprise.com/.../digital-marketing-innovation-summit-london-2... Digital Marketing Innovation: The Must Attend Conference for Leaders in Digital Marketing. Mehr 27 - Mehr 28 etc.venues 155 Bishopsgate Marketing Innovation – Adweek www.adweek.com/category/marketing-innovation/ The Lacoste polo shirt remains one of the most durable, versatile and timeless fashion staples in modern history. By Robert Klara. |. 6 days ago ... Marketing Innovation 2016: Home marketinginnovation.asia/ Thank you for all our partners, speakers, delegates and supporting partners for making Marketing Innovation 2016 a great success. We value your support and ... 8 Brilliant Content Marketing Innovations from the World's Best Brands contentmarketinginstitute.com/2016/07/content-marketing-best-brands/ Jul 11, 2016 - content-marketing-innovations-brands. A great content marketer is always experimenting, always looking to the latest trends, and striving to ... Searches related to Marketing innovation marketing innovation examples marketing innovation ideas marketing innovation pdf innovative marketing strategies ppt marketing innovation articles innovative marketing 2016 sense of mission marketing brand innovation definition
