Building Innovative Competitive Advantage in the Minds of Customers

Abstract

The paradigm shifts of innovation and marketing in prior years have shown that these shifts arrive at a common point: competitive advantage. From the customers' point of view, we recognize that brand associations are structured as a network in their minds and that customers distinguish among brands according to their competitive advantages. Therefore, a brand has innovative competitive advantage if it has strong favorable innovations associated with it in the minds of customers. These associations are created by innovating value that is strategically managed by marketers. Based on these concepts, the purpose of this study is to propose a conceptual model on innovative competitive advantage as a result of a detailed literature survey and a synthesis thereof. In addition, a pilot study follows the steps of brand concept mapping methodology, which enables us to represent brand image as a network of associations. It aims to demonstrate the practical application of brand innovativeness maps.

The Effect of Brand Image on Behavioral Intention in the Context of Perceived Corporate Social Responsibility and Innovation within Sustainable Apparel Brands

“…Ölçek ekonomik sorumluluk (4 madde), etik sorumluluk (4 madde) ve sosyal sorumluluk (4 madde) şeklinde 3 boyut altında gruplandırılan 12 maddeden oluşmaktadır. Ankette algılanan yenilikçiliğin ölçümünde geçerliliği ve güvenilirliği çeşitli çalışmalarda (Çiftçi, 2012;Dirsehan, 2015;Lin, 2015;Jın vd., 2015;Shams vd., 2015;Choi vd., 2020;Karaköse, 2021) test edilmiş Kunz vd. (2011) geliştirdiği 7 maddeden oluşan ve tek boyutta toplanan ölçekten hazırlanmıştır.…”

Modelling the Innovative Competitiveness of an Enterprise with a Change in Investment Provision

“…It is worth noting that the market approach presupposes the maximum adaptability of the enterprise to the factors of the external environment; however, this is not consistent with the modern paradigm of innovative competitiveness. Consequently, the main source of innovative competitive advantages can be the internal environment, the effective management and proactive development of which allows creating key competencies and accumulating competitive advantages, which allow the enterprise to compete in the market to a superior degree (Dirsehan, 2015;Whalen & Han, 2018). Drivers of intensive, innovative development of an enterprise are incentives that ensure progressive development.…”