Download 2011 AMA Winter Educators’ Conference: Marketing Theory and by Raji Srinivasan, Leigh McAlister PDF

By Raji Srinivasan, Leigh McAlister

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Thus, market orientation may be a better driver of radical innovation than incremental innovation. The financial performance benefits from innovation depend on the customer’s assessment of the added value of the innovation and the degree to which the innovation can be imitated by competitors. The value that radical innovation offers is likely to be greater and more apparent to customers than incremental innovation (Sorescu, Chandy, and Prabhu 2003). In addition, American Marketing Association / Winter 2011 incremental innovations are easier to imitate (Sorescu, Chandy, and Prabhu 2003).

Results suggest good reliability, convergent validity and discriminant validity of focal constructs. Moreover, corporate initiatives on promotion and advertising as well as CAA/CSRA all had significant positive effects on CCA, while pricing had insignificant effect. More importantly, CCA, after taking the effects of CAA and CSRA into account, could enhance relationship quality. , across-culture), and further examining the effects of CCA on customer responses. 29 REFERENCES: Aaker, Jennifer L. (1997), “Dimensions of Brand Personality,” Journal of Marketing Research, 34 (3), 347–56.

The data sample was collected in February 2009 face to face by a team of Japanese speaking trained research assistants in Tokyo. 6 percent. As Our main results indicate that for elderly consumers in Japan, self-perceived age was strongly and inversely influenced by the need for fun and excitement as well as American Marketing Association / Winter 2011 17 health level, time spent away from home and sociability. As such, older people, feeling a strong need for fun and excitement and feeling healthy, will tend to perceive themselves much younger than their chronological age.

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