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Unformatted text preview: es for management. Also, the capability to innovate is an ability of the
organization to adopt or implement new ideas, processes, or products successfully. Firms with greater
capacity to innovate will be more successful in responding to their environments and developing new
capabilities that lead to competitive advantage and superior performance (Hurley and Hult, 1998). The
diffusion of innovations literature also confirms this view and suggests that firms must be innovative to
gain a competitive edge in order to survive (Calantone, Cavusgil and Zhao, 2002). The study of Sheth
and Parvatiyar (2001) proposes that the adoption of technology and emergence of an ideology-free world
is a source of global competition. Furthermore, firms with continuous innovation improvement
concentration tend to attain excellent marketing and are a leader in market resulting from the fact that
firms have innovation to advance more over the rivals (Leede and Looise, 2005). Therefore, the
hypothesis is proposed as below:
Hypothesis 1: The higher the continuous innovation improvement concentration is, the more
likely that firms will gain greater (a) firm survival, (b) customer participation efficiency, (c)
marketing advantage sustainability, and (d) market acceptance quality.
Flexible marketing channel focus. Flexible marketing channel focus refers to a set of rapid and adaptable
practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of
production to the point of consumption and, as such, which consists of all the institutions and all the
marketing activities (Bennett 1988; Zhang, Vonderembse, and Lim 2002). Organizations can achieve
differentiation through their distribution channels. A marketing channel is a useful tool for management.
Internet-based online technologies can dramatically reduce the cost of distribution, especially for products
that can be digitized such as written material, music, and financial services. If reviewed products are
made available to final customers, they can affect brand equity, product positioning, or customer service,
thus, the channel of distribution can be crucial to successful...
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This document was uploaded on 01/28/2014.
- Spring '14
- The Land