Sustainable competitive advantage and marketing innovation within firms

2009 ◽  
Vol 33 (1) ◽  
pp. 79-89 ◽  
Author(s):  
Liqin Ren ◽  
Guangya Xie ◽  
Koos Krabbendam
Keyword(s):  
Competitive Advantage ◽  
Sustainable Competitive Advantage ◽  
Marketing Innovation

scholarly journals The Effect of Market Orientation on Performance of Sharing Economy Business: Focusing on Marketing Innovation and Sustainable Competitive Advantage

2019 ◽  
Vol 11 (3) ◽  
pp. 729 ◽  
Author(s):  
Youn Na ◽  
Sungmin Kang ◽  
Hye Jeong
Keyword(s):  
Competitive Advantage ◽  
Market Orientation ◽  
Information Exchange ◽  
Product Innovation ◽  
Sharing Economy ◽  
Sustainable Competitive Advantage ◽  
Market Information ◽  
Marketing Innovation ◽  
Information Generation ◽  
And Performance

This study investigated relationships among the market orientation of sharing economy business, marketing innovation, sustainable competitive advantage (SCA), and performance. Attempts are made to understand market orientation from cultural and behavioral perspectives to accelerate marketing innovation and identify measures for SCA and performance building. Frequency, reliability, validity, fitness, and path analyses were performed on 400 respondents, and a structural model was used. The results are as follows. First, functional coordination of the cultural market orientation of sharing economy business with consumer orientation significantly affected product innovation, but competitive orientation’s effect on product innovation was not significant. Competitive orientation and functional coordination significantly affected communication innovation, but consumer orientation’s effect on communication innovation was not significant. Second, market information generation and response to market information of behavioral market orientation of sharing economy business significantly influenced product innovation, but market information exchange’s influence on product innovation was not significant. Even though market information exchange and response to market information had a significant influence on communication innovation, the influence of market information generation on communication innovation was not significant. Third, both product and communication innovation of the marketing innovation of sharing economy business significantly influenced SCA. Fourth, the SCA of sharing economy business significantly influenced market dominating power.

scholarly journals Repositioning sales as an influence on innovation and a source of sustainable competitive advantage

2019 ◽  
Vol 13 (1) ◽  
pp. 492-504
Author(s):  
Ovidiu-Iulian Bunea
Keyword(s):  
Competitive Advantage ◽  
Small Firms ◽  
Innovation Process ◽  
Relevant Information ◽  
Negative Influence ◽  
Sustainable Competitive Advantage ◽  
Marketing Innovation ◽  
Innovation Activities ◽  
Time Period ◽  
The Relationship

Abstract The main purpose of this paper was to analyze the relationship between the company’s sales activity, innovation and competitive advantage using a representative sample of firms analyzed in dynamics in 2014-2018 time period. Scientific literature on the determinants of innovation has shown that large firms are more likely to innovate when compared to small firms and that innovation inputs significantly increase innovation output. The types of innovation to which this work refers are process, product, organizational and marketing innovation. Thus, looking at the history and evolution of companies, in terms of financial statement and, more specifically, sales, we can reveal relevant information about their innovation activities and potential sustainable competitive advantage emerging from innovation. Sales can be considered input into the innovation process through the information gathered from customers, thus contributing to the innovation process. For example, when it comes to launching a new product or improving the existing one, sales feedback could be of great help because the salesperson has the ability to collect important customer feedback such as: what are the issues with the present product, what could be improved and how etc. So, we ask: Does sales contribute to the innovation process and gaining sustainable competitive advantage? If so, what happens with the degree of innovation according to the volume of sales, the size of the company, the number of employees? To highlight the relationship between sales, innovation and competitive advantage, and to estimate the predictability of the model, multiple linear regression was used. Thus, the analysis has shown that sales activity positively and significantly influences innovation when it comes to the information that sales can make available, contributing in some cases as a source of sustainable competitive advantage. Research also identified a significant but negative influence between sales, innovation and sustainable competitive advantage when we talk about sales in terms of their volume.

scholarly journals Effects of Sustainable Brand Equity and Marketing Innovation on Market Performance in Hospitality Industry: Mediating Effects of Sustainable Competitive Advantage

2020 ◽  
Vol 12 (7) ◽  
pp. 2939
Author(s):  
Ijaz Hussain ◽  
Shaohong Mu ◽  
Muhammad Mohiuddin ◽  
Rizwan Qaiser Danish ◽  
Shrafat Ali Sair
Keyword(s):  
Competitive Advantage ◽  
Brand Equity ◽  
Hospitality Industry ◽  
Market Performance ◽  
Equation Modeling ◽  
Sustainable Competitive Advantage ◽  
Marketing Innovation ◽  
Marketing Assets ◽  
Sustainable Marketing ◽  
The Relationship

This study examines the effects of sustainable marketing assets, such as brand equity and marketing innovation, on market performance in the presence of sustainable competitive advantage as a mediator in the hospitality industry. Data were collected from hotel/restaurant customers (N = 360) on a Likert scale from 1= strongly disagree to 5 = strongly agree and analysis was conducted using the structural equation modeling (SEM) technique. The objective of this study is to understand the relationship among brand equity, marketing innovation, sustainable competitive advantage, and market performance in the hotel/restaurant industry. The results show that sustainable marketing assets have positive and significant effects on market performance. This study also demonstrates that sustainable competitive advantage fully mediates the relationship between brand equity and market performance while partially mediating the relationship between marketing innovation and market performance. The findings of this research can contribute to formulating effective marketing strategies for attracting customers, emphasizing sustainable issues in the hospitality sector, such as hotels/restaurants. This research adds practical value to the literature on brand equity, marketing innovation, sustainable competitive advantage, and market performance in the service industry.

scholarly journals The marketing innovation and the innovation technology in food industry enterprises

2019 ◽  
Vol 21 (92) ◽  
pp. 9-14
Author(s):  
N. Voytovych ◽  
Y. Polyak
Keyword(s):  
Competitive Advantage ◽  
Business Models ◽  
New Technologies ◽  
Food Service ◽  
Medium Size ◽  
High Tech ◽  
Sustainable Competitive Advantage ◽  
Marketing Innovation ◽  
Short Period ◽  
The World

Growing competition in the world determines the importance of innovation technology between countries. High-tech markets encourage the inventors to apply their inventions to commercial project. Many new trends on the world markets depend on factors that generate the ideas and their capacity to be absorbed. Development of new technologies in foodservice is considered a luxury as the sector is comprised predominantly by small and medium size businesses that may not be able to afford the heavy costs involved. However, rapid advancements in information technology have allowed dedicated suppliers to foodservice businesses to develop such innovative products or services which help to be successful on the market. Such hardware or software developments enable food and beverage outlets to increase quality of product, productivity and profitability. This review attempts to provide in-depth discussion and enhance understanding on innovation technology in foodservice enterprises. An article was conducted of a detailed analysis for EU countries food service industry. Analysis shows that international chains have a very strong position in the quick service segment. Technology is developing at an ever-increasing pace and dramatically changes business models in the hospitality industry. In the new economy, organizations that have the ability to develop and adopt the invention in a short period of time and profitably apply it in all areas of business reach competitive advantage over the competition in time. The growing importance of innovation in function of achieving a sustainable competitive advantage determined a brand new concept and innovation classification. Nowadays, the term innovation means not only a significant improvement in process and product technology, but it refers more to the innovation process in the field of human resources, especially in marketing management. For the above mentioned reasons, the paper pays special attention to the marketing innovation analysis and the increasingly significant impact it has on the process of achieving sustainable competitive advantage. The main goal of this article is analysis the theoretical and practical contexts concerning marketing innovation, innovation technology in foodservice enterprises.

The Knowledge Creation Organization: The Case of Alphana

2012 ◽  
pp. 78-90
Author(s):  
Thang Nguyen Ngoc
Keyword(s):  
Competitive Advantage ◽  
Knowledge Creation ◽  
Future Research ◽  
Sustainable Competitive Advantage ◽  
Knowledge Based ◽  
The Future

Knowledge and the capability to create and utilize knowledge today are consid- ered to be the most important sources of a firm’s sustainable competitive advantage. This paper aims to advance understanding of the knowledge creation of firm in Vietnam by studying Alphanam Company. The case illustrates how knowledge- based management pursues a vision for the future based on ideals that consider the relationships of people in society. The finding shows that the case succeeded because of their flexibility and mobility to keep meeting to the changing needs of the customers or stakeholders. The paper also provided some suggestions for future research to examine knowledge-based management of the companies in a different industry segments and companies originating in other countries

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