Marketing innovation: a consequence of competitiveness

This research uses complexity theory to probe the relationship between competiveness and innovation in the marketing practices of large manufacturing firms that offer their branded products in a foreign market by engaging a network of local small-and medium-sized enterprises (SMEs) as resellers of their brand. A deductive, quantitative research approach was employed and data was collected over a nine-month period from resellers of international IT firms in India using a questionnaire. A structural equation modelling technique and fuzzy-set qualitative comparative analysis (fsQCA) were employed on a sample of 649 respondents to find answers to the questions raised. This research suggests that a successful business relationship between a brand and its resellers can enable both parties to compete in a competitive market. This study finds that innovativeness in the marketing initiatives of the brand can be a function of the contributions made by the brand to its competitiveness. Nevertheless, the findings are also subject to some limitations and provide direction for future research on the topic.

© 2016 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY-NC-ND license
(http://creativecommons.org/licenses/by-nc-nd/4.0/).