مقاله بیس با عنوان نوآوری بازاریابی به عنوان پیامد رقابت پذیری (2016)

مقاله بیس با عنوان نوآوری بازاریابی به عنوان پیامد رقابت پذیری (2016)

فایل مقاله بیس با عنوان نوآوری بازاریابی به عنوان پیامد رقابت پذیری (2016) را از سایت ما دانلود کنید.جهت دانلود بروی دکمه آبی رنگ دریافت فایل کلیک کنید.

This research uses complexity theory to probe the relationship between competiveness and innovation in themarketing practises of large manufacturing firms that offer their branded products in a foreign market byengaging a network of local small- and medium-sized enterprises (SMEs) as resellers of their brand. A deductive,quantitative research approach was employed and data were collected over a nine-month period from resellersof international IT firms in India using a questionnaire. A structural equation modelling technique and fuzzy-setqualitative comparative analysis (fsQCA) were employed on a sample of 649 respondents to find answers to thequestions raised. This research indicates that a successful business relationship between a brand and its resellerscan enable both parties to compete in a competitivemarket. This study finds that innovativeness in themarketinginitiatives of the brand can be a function of the contributionsmade by the brand to its competitiveness. Nevertheless,the f ...