The mediating role of innovation in strategic international marketing

Wong, Ho Yin 2014, The mediating role of innovation in strategic international marketing. In Christiansen, Bryan, Yildiz, Salih and Yildiz, Emel (ed), Handbook of research on effective marketing in contemporary globalism, IGI Global, Hershey, Pa., pp.27-46, doi: 10.4018/978-1-4666-6220-9.ch002.

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Title The mediating role of innovation in strategic international marketing
Author(s) Wong, Ho YinORCID iD for Wong, Ho Yin orcid.org/0000-0002-2461-650X
Title of book Handbook of research on effective marketing in contemporary globalism
Editor(s) Christiansen, Bryan
Yildiz, Salih
Yildiz, Emel
Publication date 2014
Chapter number 2
Total chapters 21
Start page 27
End page 46
Total pages 20
Publisher IGI Global
Place of Publication Hershey, Pa.
Summary © 2014 by IGI Global. All rights reserved. The purpose of this chapter is to empirically examine the mediating role of innovation in strategic international marketing. The theoretical model consists of four variables: firm commitment, innovation, promotion strategy, and firm performance. It is conceptualized that firm commitment influences innovation that mediates the promotion variable, which in turn affects firm performance. A mail-out survey to Australian firms involved in international marketing gathered 315 useable responses. The whole theoretical model was tested using the structural equation modelling, partial disaggregation method. The findings confirm significant relationships among the variables in the theoretical model. All major fit indices from structural equation modelling analysis show satisfactory results for both the measurement model and the structural model. The findings shed light on the deployment of resources and capabilities such as human and financial resources, innovation, and promotion strategy to enhance firm performance. The major contributions of this chapter are the establishment of the mediating role of innovation on promotion strategy and the variables from the resources and capabilities perspective affecting firm performance.
ISBN 9781466662216
Language eng
DOI 10.4018/978-1-4666-6220-9.ch002
Field of Research 150503 Marketing Management (incl Strategy and Customer Relations)
Socio Economic Objective 910403 Marketing
HERDC Research category BN.1 Other book chapter, or book chapter not attributed to Deakin
Copyright notice ©2014, IGI Global
Persistent URL http://hdl.handle.net/10536/DRO/DU:30079858

Document type: Book Chapter
Collection: Department of Marketing
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