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Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
Marketing Activity Influences On Brand Attractiveness & Loyalty, Keiondre' Mcallister
McNair Scholars Research
While selecting a specific brand could seem simple, many variables are considered. Consumers must trust that the chosen brand meets their needs by providing value. Value differs for everyone; however, four value pillars within the value creation pyramid could explain which value attracts the consumer most to a brand. These value elements will be explored to explain consumer preferences.
Network Orientation, Organisational Improvisation And Innovation: An Empirical Examination, Ao Zhang, Weiyong Zhang
Network Orientation, Organisational Improvisation And Innovation: An Empirical Examination, Ao Zhang, Weiyong Zhang
Information Technology & Decision Sciences Faculty Publications
In today's highly competitive world market, businesses can hardly maintain their competitiveness without strong innovation abilities. In the past, many Chinese enterprises have enjoyed success through imitation. But to continue to succeed in a global marketplace, they must develop ambidextrous innovation abilities. The resource‐based theory eloquently posits that competitive advantage is associated with different and heterogeneous resources. To obtain such resources, firms must establish an external network to acquire necessary knowledge and skills. In this paper, we develop a theoretical model linking network orientation, organisational improvisation, ambidexterity and competitive tension. We postulate that organisational improvisation has a mediating effect and …