Keywords

Marketing -- Research

Abstract

This research conceptualizes and develops a scale for the marketing innovation construct for the purpose of furthering research in marketing strategy. This marketing innovation construct and its associated strategic activities are clearly distinguished from product and process innovation, better enabling researchers and practitioners to identify new and updated paths from innovation to firm performance. Marketing innovation is defined as the degree of novelty in the implementation of three core business processes: (1) product development management, (2) supply chain management, and (3) customer relationship management, as identified in the Srivastava, Shervani & Fahey (1999) framework. Results from qualitative interviews indicate marketing innovation is developed and fostered by marketing insight and marketing imagination, and these relationships appear to be moderated by the market orientation of the firm. As conceptualized, marketing innovation is suggested to enhance firm performance via (1) the marketing-product space, (2) the marketing-process space, and (3) the marketing-relationship space. This enhancement process, however, is conjectured to be moderated by the degree of radical product innovation the firm is currently undergoing as well as the degree of process innovation the firm practices. A complete discussion of marketing innovation‘s antecedents, manifestations, and consequences is presented. A comprehensive research model, method, and results from an empirical study of qualified business executives, testing key relationships in the marketing innovation framework, are discussed. Empirical study results confirm marketing innovation‘s powerful ability to predict firm performance, even in the presence of a multiple of control variables. Further, these quantitative findings lend statistically and practically significant support for (1) the antecedent roles of marketing insight and marketing imagination, (2) the negative (as predicted) moderating role of product innovation radicalness, and (3) several iv specific inter-workings among the marketing-innovation spaces that that offer substantial research contributions to the marketing strategy literature for researchers and managers.

Notes

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Graduation Date

2011

Semester

Summer

Advisor

Ganesh, Jaishankar

Degree

Doctor of Philosophy (Ph.D.)

College

College of Business Administration

Department

Marketing

Format

application/pdf

Identifier

CFE0003956

URL

http://purl.fcla.edu/fcla/etd/CFE0003956

Language

English

Release Date

July 2014

Length of Campus-only Access

3 years

Access Status

Doctoral Dissertation (Open Access)

Subjects

Business Administration -- Dissertations, Academic, Dissertations, Academic -- Business Administration

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Marketing Commons

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