Winning through innovation and marketing: Lessons from Australia and Vietnam

O’Cass, Aron; Ngo, Liem Viet

doi:10.1016/j.indmarman.2011.10.004

Cited by 70 publications

(72 citation statements)

References 115 publications

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“…The complementarity between innovation and marketing has been acknowledged (Drucker 1954). Although the studies exploring the effects of innovation capability, marketing capability, and their interaction on performance have been done (Ngo and O'Cass 2012;O'Cass and Ngo 2011), research on their interaction on service excellence is still to be done. Capability theorists seek to explain how the combinations of resources and capabilities can be developed and deployed in response to dynamic business environments (Teece et al 1997).…”

Section: Capability Interaction Between Dynamic Marketing and Servicementioning

confidence: 99%

“…Vorhies and Morgan (2005) showed that the effect of the combination of capabilities on results is greater, and complementary capabilities can increase a firm's effectiveness and/or efficiency (Milgrom and Roberts 1990;Moorman and Slotegraaf 1999;King et al 2008). The studies to date have explored the effects of innovation and marketing capability, as well as their interaction on performance in manufacturing and service context (Ngo and O'Cass 2012;O'Cass and Ngo 2011;Sok and O'Cass 2011;Henard and Szymanski 2001;Im and Workman 2004). This study proposes that the interaction of DMC and SIC are determining factors for service excellence.…”

Section: Interaction Dmc-sic and Service Excellencementioning

confidence: 99%

“…(Song et al 2005). Recent studies have shown that a capability interaction between marketing and innovation affects performance-based customers (O'Cass and Ngo 2011;Ngo and O'Cass 2012). In this context, marketing and innovation are perceived as complementary to improve a synergistic market performance.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Dynamic Marketing and Service Innovation for Service Excellence

Hariandja

Simatupang

Nasution

et al. 2014

GADJAH MADA INT. J. BUS.

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Abstract:This study aims at creating a framework describing how the interaction capabilities between dynamic marketing and service innovation can influence service excellence. In this study market sensing, market learning, market targeting or positioning are classified as dynamic marketing capabilities (DMC), while sensing, seizing, and transformi ng are classified as service innovation capabilities (SIC). Hence, the drivers of service excellence for the framework being developed are divided into three main categories: dynamic marketing capability, service innovation capability, and their interaction. The findings of the study on three hotels, ranging from 4-star to 5-star hotels and operating in Indonesia, suggest that both capabilities and their interaction play their roles in achieving service excellence.Abstrak: Riset ini bertujuan untuk menciptakan kerangka yang menggambarkan bagaimana kapabilitas interaksi antara pemasaran dinamik dan inovasi jasa dapat mempengaruhi keunggulan layanan. Dalam riset ini, penginderaan pasar, pembelajaran pasar, target pasar serta positioning diklasifikasikan sebagai kapabilitas pemasaran dinamik (DMC), sementara penginderaan (sensing), merebut (seizing), dan transforming diklasifikasikan sebagai kapabilitas inovasi jasa (SIC). Oleh karena itu, penggerak keunggulan layanan untuk kerangka yang dikembangkan dibagi menjadi tiga kategori utama: kapabilitas pemasaran dinamik, kapabilitas inovasi jasa, dan interaksi diantara kedua kapabilitas. Temuan studi pada tiga hotel yang dijadikan sebagai studi kasus di hotel bintang 4 (empat) dan 5 (lima) yang beroperasi di Indonesia, menunjukkan bahwa kedua kapabilitas dan interaksinya memainkan peran mereka dalam mencapai keunggulan layanan.

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Section: Capability Interaction Between Dynamic Marketing and Servicementioning

confidence: 99%

Section: Interaction Dmc-sic and Service Excellencementioning

confidence: 99%

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Dynamic Marketing and Service Innovation for Service Excellence

Hariandja

Simatupang

Nasution

et al. 2014

GADJAH MADA INT. J. BUS.

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“…The complement of innovation and marketing can make the enterprise have a better market performance [5]. When it comes to innovation in the application of green marketing, firstly, green marketing is a kind of innovation compared with traditional marketing; Secondly, the driving force of implementing green marketing is still needs to innovate.…”

Section: Innovation In the Application Of Green Marketingmentioning

confidence: 99%

Research on Green Marketing Driving Force and Implementing Route Based on Innovation perspective

Wei¹,

Jun-qiang²,

Ren³

2014

Advances in Social Science, Education and Humanities Research

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As a key component to enhance competitiveness and gain sustainable advantage, innovation has become indispensable in the process of enterprise green marketing. The research analyzed factors that affect green marketing, considering that the government regulation, customer demand, enterprise abilities, technical level has huge influence on enterprise green marketing. Then, explored the driving force of green marketing based on innovation perspective, expected to find the implementing route for enterprise green marketing and offer reference for green marketing practices.

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“…No company can please everybody, but more significantly how to choose the customers and target them. Innovation enables firms to create value while marketing helps the companies to capture that value (firm success) [27]. By segmenting and targeting the market firms may able to figure out its market and the organization can enhanced vary design, price, communicate to satisfy target market and the organization can reproduce better competitors' marketing.…”

Section: Introductionmentioning

confidence: 99%

The Effect of Marketing Strategies Construct on Firm Performance: Results from Pilot Survey

Akbar

Omar

Wadood

et al. 2017

PoS

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Abstract. The difficulties that face small and medium organization in any field are severe nowadays. The importance of SMEs is vital. Different researchers have proposed different success factors for small and medium organization, like finance, skilled workforce, technology, innovation and most importantly marketing. Marketing is the spine of any organization, through marketing firms bring innovation, awareness of competitors, awareness of products, building relation with customers. A good marketing strategy increases the sale of product for sure. The small and medium organization face difficulties in doing marketing, because of limited finance, limited or unskilled staff, unawareness of marketing strategies, no or less use of media. This paper presents the pilot survey result for the study of effect of marketing strategies construct (entrepreneurial, guerrilla, relationship, ambush, viral and niche marketing), on firm performance. Descriptive statistics, normality, reliability and preliminary factor analysis (EFA) test were run, all the data were presented in tables below. The result shows that all the questionnaire were normally distributed, and the outcomes are all normal.

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Winning through innovation and marketing: Lessons from Australia and Vietnam

Cited by 70 publications

References 115 publications

Dynamic Marketing and Service Innovation for Service Excellence

Dynamic Marketing and Service Innovation for Service Excellence

Research on Green Marketing Driving Force and Implementing Route Based on Innovation perspective

The Effect of Marketing Strategies Construct on Firm Performance: Results from Pilot Survey

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