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The co-creation continuum : from tactical market research tool to strategic collaborative innovation method
Ind, Nicholas; Iglesias, Oriol; Markovic, Stefan - In: The journal of brand management : an international journal 24 (2017) 4, pp. 310-321
Persistent link: https://www.econbiz.de/10011753346
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The impact of brand use on innovation performance : empirical results for Germany
Crass, Dirk - 2014
The market launch of product innovations is the most visible output of a firm's investment in innovation activities. To … number of different ways, and optimize their innovation process. The success of a firm's innovation strategy has two … product innovation. Second, the ability to turn the market introduction of a product innovation into commercial success. While …
Persistent link: https://www.econbiz.de/10010458242
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Why do some new products fail? : evidence from the entry and exit of Vanilla Coke
Clark, Robert; Gong, Yiran - 2021
The analysis of new product introduction using discrete-choice demand models has focused on successful products (e.g. the minivan) and their welfare impacts. Instead, we apply this approach to unsuccessful products to provide insight into the reasons for their failure. Our case study is the...
Persistent link: https://www.econbiz.de/10012670911
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A New Product Taxonomy : Value Cocreation from Product to Brand by Enculturation Conformance
Pan, David W.; Pan, Alan - 2022
This paper contributes to literature by adding a new taxonomy that has deductively scaled business product into four different types. It is both visually and conceptually resourceful in developing suitable business strategies for firms to engineer products that will fit with a proper segment of...
Persistent link: https://www.econbiz.de/10014243799
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Nonmonetary awards and innovation : evidence from winning China's top brand contest
Luo, Lianfa; Cheng, Zhiming; Ye, Qingqing; Cheng, Yanjun; … - 2023
firm innovation. To do so, we create a panel dataset by matching official China Top Brand Award recipients to the … innovation outputs of listed companies. Results from difference-in-differences estimates show that firms that received the China … the China Top Brand Award on innovation outputs operate through higher government subsidies to winning firms. We also find …
Persistent link: https://www.econbiz.de/10014432424
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The Brand Equity of Petronas Petroleum Products : The Perspective of Malaysian Consumers
Binti Ramli, Nur Suhaili - 2017
Persistent link: https://www.econbiz.de/10012941843
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The Impact of Brand Use on Innovation Performance – Empirical Results for Germany
Crass, Dirk - 2015
The market launch of product innovations is the most visible output of a firm's investment in innovation activities. To … number of different ways, and optimize their innovation process. The success of a firm's innovation strategy has two … product innovation. Second, the ability to turn the market introduction of a product innovation into commercial success. While …
Persistent link: https://www.econbiz.de/10013028515
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Antecedents to Employer Branding
Jalees, Tariq - 2020
In the present competitive era, it has become difficult for organizations to attract and retain talented employees. In view of this constraint many organizations have adopted the employer branding concept in organizations. However, it has been found that multinationals and large business...
Persistent link: https://www.econbiz.de/10012826164
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To Change or Not to Change : How Regulatory Focus Affects Change in Dyadic Decision-Making
Spanjol, Jelena; Tam, Leona - 2010
Successful innovation requires teams to embrace and enact change. However, team members often differ in their … repeated brand management decisions. Understanding such tendencies is important, since the innovation process is characterized …
Persistent link: https://www.econbiz.de/10014188611
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Effects of Co-Creation in a Tourism Destination Brand Image Through Twitter
Revilla Hernández, Mercedes; Santana Talavera, Agustín; … - 2021
The purpose of this paper is to analyze the effects of co-creation of a tourist brand image projected in Twitter by using NVIVO 11. It takes the case study of the Smart Fuerteventura brand, an ecotourism association made up of a group of local firms. The brand concept is linked to the...
Persistent link: https://www.econbiz.de/10013251297