A comparative study on the strategic roles of service customer equity and innovation protection on firm performance

IF 4.8 3区管理学 Q1 BUSINESS

International Marketing Review Pub Date : 2023-07-14 DOI:10.1108/imr-03-2022-0058

Arifin Angriawan, R. Thakur, David Baker

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Abstract

PurposeThe purpose of this study is to understand the strategic roles of service customer equity (SCE) and innovation protection on firm performance (FP).Design/methodology/approachStructural equation modeling (SEM) was used to test the proposed model. The authors tested the model using managerial data from two countries: USA and India.FindingsThe findings of this study indicated positive direct impacts of service innovation (SI) on FP and positive indirect impacts via SCE in both samples. SI and SCE impacts on FP were both stronger in the US samples. However, the effect of SI on SCE is stronger in India than in the USA. This study also identified moderating impacts of service innovation protection (SIP) on the relationship between SI and FP in the Indian sample and between SI and SCE in the US sample.Originality/valueAlthough there is scholarly research in SI and its impact on FP, there are no studies the authors identified that discuss the moderating effect of SIP. The authors studied the moderating effect of SIP because (1) it is crucial for industries to maintain a competitive advantage in the marketplace, (2) it protects industries investment in research and development and (3) it also protects industries intellectual property, such as trademark, copyrights and patents. There are two key contributions of this study: (a) investigating the effect of SCE between SI and FP and (b) investigating the moderating effect of SIP using managerial data from two countries (USA vs India).

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服务客户权益与创新保护对企业绩效战略作用的比较研究

本研究的目的是了解服务顾客权益(SCE)和创新保护对企业绩效的战略作用。设计/方法/方法使用结构方程模型(SEM)来测试所提出的模型。作者使用美国和印度这两个国家的管理数据对该模型进行了测试。结果表明:服务创新对计划生育的直接影响为正，服务创新对计划生育的间接影响为正。SI和SCE对FP的影响在美国样本中都更强。然而，SI对SCE的影响在印度比在美国更强。本研究还发现服务创新保护(SIP)对印度样本中创新创新与FP之间的关系以及美国样本中创新创新与SCE之间的关系具有调节作用。独创性/价值虽然有学术研究的科学创新及其对计划生育的影响，没有研究的作者发现讨论的调节作用的科学创新。本文研究了SIP的调节效应，因为(1)SIP对工业保持市场竞争优势至关重要，(2)SIP保护工业的研发投资，(3)SIP还保护工业的知识产权，如商标、版权和专利。本研究有两个关键贡献:(a)调查SCE在SI和FP之间的影响;(b)使用来自两个国家(美国和印度)的管理数据调查SIP的调节作用。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Marketing Review BUSINESS-

CiteScore

8.70

自引率

12.00%

发文量

期刊介绍： International Marketing Review (IMR) is a journal that has, as its core remit, the goal of publishing research that pushes back the boundaries of international marketing knowledge. IMR does this by publishing novel research ideas, and by publishing papers that add substance to, question the basic assumptions of, reframe, or otherwise shape what we think we know within in the international marketing field. IMR is pluralistic, publishing papers that are conceptual, quantitative-empirical, or qualitative-empirical. At IMR, we aim to be a journal that recognizes great papers and great research ideas, and works hard with authors to nurture those ideas through to publication. We aim to be a journal that is proactive in developing the research agenda in international marketing, by identifying critical research issues, and promoting research within those areas. Finally, IMR is a journal that is comfortable exploring, and that fosters the exploration of, the interfaces and overlaps between international marketing and other business disciplines. Where no interfaces or overlaps exist, IMR will be a journal that is ready to create them. IMR’s definition of international marketing is purposefully broad and includes, although is not restricted to: -International market entry decisions and relationships; -Export marketing and supply chain issues; -International retailing; -International channel management; -Consumer ethnocentrism, country and product image and origin effects; -Cultural considerations in international marketing; -International marketing strategy; -Aspects of international marketing management such as international branding, advertising and new product development.