Defining sustaining innovativeness as a measurement of the degree of “newness of a new product version”, which replaces previous existing products, this study analyses how the perception of firm brand sustaining innovativeness affects firm performance Approach is quantitative and based on primary data. Partial least square based structural equation modelling is used to test research hypotheses. This study aims to contribute to the literature by providing measurement scales to assess perceived brand sustaining innovativeness and how perceived brand sustaining innovativeness affects firm performance.
THE EFFECTS OF PERCEIVED BRAND SUSTAINING INNOVATIVENESS ON FIRM PERFORMANCE
2017
Abstract
Defining sustaining innovativeness as a measurement of the degree of “newness of a new product version”, which replaces previous existing products, this study analyses how the perception of firm brand sustaining innovativeness affects firm performance Approach is quantitative and based on primary data. Partial least square based structural equation modelling is used to test research hypotheses. This study aims to contribute to the literature by providing measurement scales to assess perceived brand sustaining innovativeness and how perceived brand sustaining innovativeness affects firm performance.File in questo prodotto:
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https://hdl.handle.net/20.500.14242/150779
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URN:NBN:IT:UNINA-150779