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Understanding the interplay between brand and innovation management: findings and future research directions

Journal of the Academy of Marketing Science, 2015-09, Vol.43 (5), p.548-557 [Peer Reviewed Journal]

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Title:
Understanding the interplay between brand and innovation management: findings and future research directions
Author: Brexendorf, Tim Oliver ; Bayus, Barry ; Keller, Kevin Lane
Subjects: Analysis ; Brand equity ; Brand image ; Brand management ; Brands ; Business and Management ; Consumers ; Innovations ; Market entry ; Marketing ; Product development ; Social Sciences ; Studies ; Success ; Technological innovations
Is Part Of: Journal of the Academy of Marketing Science, 2015-09, Vol.43 (5), p.548-557
Description: Brand and innovation management have become increasingly important priorities for firms over the last few decades. Firms rely on strong brands and product innovations to gain competitive advantage and fuel growth. Although academic research has addressed a number of different areas and topics that have collectively advanced our understanding, the interrelationship between branding and innovations is still relatively under-researched. Brand and innovation management need and benefit from each other, suggesting a need for a deeper integration between the two. Towards that goal, this article presents a conceptual framework to help structure the interrelationship and suggests a number of future research directions.
Publisher: New York: Springer US
Language: English
Identifier: ISSN: 0092-0703
EISSN: 1552-7824
DOI: 10.1007/s11747-015-0445-6
CODEN: JAMSDE
Source: ProQuest One Psychology
AUTh Library subscriptions: ProQuest Central

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