Technology versus design innovation's effects on sales and tobin's Q: The moderating role of branding strategy

Journal of Product Innovation Management

Volumn 30, Issue 3, 2013, Pages 448-464

  Rubera, Gaia ^a   Droge, Cornelia ^b  

^a BOCCONI UNIVERSITY   (Italy)

^b MICHIGAN STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

DESIGN; ENGINEERING RESEARCH; HOUSES; PUBLISHING; SALES; TECHNOLOGY;

ADVERTISING EFFECTS; BRANDING STRATEGIES; INTERACTION EFFECT; NEGATIVE INTERACTION; NEW PRODUCT INTRODUCTIONS; PERFORMANCE VARIABLES; SYNERGISTIC INTERACTION; TECHNOLOGY INNOVATION;

INNOVATION;

EID: 84876744166     PISSN: 07376782     EISSN: 15405885     Source Type: Journal    
DOI: 10.1111/jpim.12012     Document Type: Article

References (39)

1. Bloch, P. H., 1995. Seeking the ideal form: Product design and consumer response. Journal of Marketing 59: 16-29.
2. Cappetta, R., P. Cillo, and, A. Ponti,. 2006. Convergent designs in fine fashion: An evolutionary model for stylistic innovation. Research Policy 35 (9): 1273-1290.
3. Chandy, R., B. Hopstaken, O. Narsimhan, and, J. Prabhu,. 2006. From invention to innovation: Conversion ability in product development. Journal of Marketing Research 43 (3): 494-508.
4. Chandy, R. K., and, G. J. Tellis,. 1998. Organizing for radical product innovation: The overlooked role of willingness to cannibalize. Journal of Marketing Research 35: 474-487.
5. Chitturi, R., R. Raghunathan, and, V. Mahajan,. 2007. Form versus function: How the intensities of specific emotions evoked in functional versus hedonic trade-offs mediate product preferences. Journal of Marketing Research 44: 702-714.
6. Chitturi, R., R. Raghunathan, and, V. Mahajan,. 2008. Delight by design: The role of hedonic versus utilitarian benefits. Journal of Marketing 72: 48-63.
7. Csikszentmihalyi, M., and, R. E. Robinson,. 1990. The art of seeing: An Interpretation of the aesthetic encounter. Los Angeles: The J. Paul Getty Museum and The Getty Education Institute for the Arts.
8. Davidson, R., and, J. G. MacKinnon,. 1993. Estimation and inference in econometrics. New York: Oxford University Press.
9. Djelic, M.-L., and, A. Ainamo,. 2005. The telecom industry as cultural industry? The transposition of fashion logics into the field of mobile telephony. In Transformation in cultural industries, ed., C. Jones, and, P. H. Thornton, 45-80. Amsterdam: Elsevier JAI.
10. Eisenman, M., 2009. Aesthetic innovation: Changing institutional logics in standardized high-technology industries. Technology, Innovation and Institutions Working Paper Series. Technology Commercialization Centre at the Alberta School of Business at the University of Alberta, the Tanaka Business School at Imperial College London, and the Graduate School of Management at the University of California-Davis.
11. Gregan-Paxton, J., and, D. R. John,. 1997. Consumer learning by analogy: A model of internal knowledge transfer. Journal of Consumer Research 24: 266-284.
12. Greve, H. R., 2003. A behavioral theory of R&D expenditures and innovations: Evidence from shipbuilding. Academy of Management Journal 46 (6): 685-702.
13. Hall, B. H., A. B. Jaffe, and, M. Trajtenberg,. 2001. The NBER Patent Citation Data File: Lessons, Insights and Methodological Tools. NBER Working Papers 8498. Cambridge, MA: National Bureau of Economic Research, Inc.
14. Jaccarrd, J., R. Turrisi, and, C. K. Wan,. 1990. Interaction effects in multiple regression. Newbury Park, CA: Page Publications.
15. Krippendorff, K., 2005. The semantic turn: A new foundation for design. Boca Raton, FL: CRC Press.
16. Laforet, S., and, J. Saunders,. 1994. Managing brand portfolios: How the leaders do it. Journal of Advertising Research 34: 64-76.
17. Leone, R. P., 1995. Generalizing what is known about temporal aggregation and advertising carryover. Marketing Science 14 (3): G141-150.
18. Lieberson, S., 2000. A matter of taste: How names, fashions, and culture change. New Haven, CT: Yale University Press.
19. Luchs, M., and, K. S. Swan,. 2011. Perspective: The emergence of product design as a field of marketing inquiry. Journal of Product Innovation Management 28 (3): 327-345.
20. Moorman, C., and, R. J. Slotegraaf,. 1999. The contingency value of complementary capabilities in product development. Journal of Marketing Research 36 (2): 239-257.
21. Mukherjee, A., and, W. D. Hoyer,. 2001. The effect of novel attributes on product evaluation. Journal of Consumer Research 28 (3): 462-472.
22. Orth, U. R., and, K. Malkewitz,. 2008. Holistic package design and consumer brand impressions. Journal of Marketing 72: 64-81.
23. Pauwels, K. H., J. M. Silva-Risso, S. Srinivasan, and, D. M. Hanssens,. 2004. New products, sales promotions, and firm value: The case of the automobile industry. Journal of Marketing 68: 142-156.
24. Postrel, V., 2003. The substance of style: How the rise of aesthetic value is remaking commerce, culture consciousness. New York: Harper Perennial.
25. Rao, V. R., M. K. Agarwal, and, D. Dahlhoff,. 2004. How is manifest branding strategy related to the intangible value of a corporation? Journal of Marketing 68 (6): 126-141.
26. Rindova, V., and, A. Petkova,. 2007. When is a new thing a good thing? Technological change, product form design, and perceptions of value for product innovations. Organization Science 18 (2): 217-232.
27. Schoonhoven, C., 1981. Problems with contingency theory: Testing assumptions hidden within the language of contingency theory. Administrative Science Quarterly 26: 349-377.
28. Sood, A., and, G. J. Tellis,. 2009. Do innovations really pay off? Total stock market returns to innovation. Marketing Science 28 (3): 442-456.
29. Sorescu, A. B., R. K. Chandy, and, J. C. Prabhu,. 2007. Why some acquisitions do better than others: Product capital as a driver of long-term stock returns. Journal of Marketing Research 44 (1): 57-72.
30. Srinivasan, S., and, D. M. Hanssens,. 2009. Marketing and firm value: Metrics, methods, findings, and future directions. Journal of Marketing Research 46 (3): 293-312.
31. Srinivasan, S., K. H. Pauwels, J. M. Silva-Risso, and, D. M. Hanssens,. 2009. Product innovations, advertising, and stock returns. Journal of Marketing 73: 24-43.
32. Srivastava, R. K., T. A. Shervani, and, L. Fahey,. 1998. Market-based assets and shareholder value: A framework for analysis. Journal of Marketing 62 (1): 2-18.
33. Szymanski, D. M., S. G. Bharadwaj, and, P. R. Varadarajan,. 1993. An analysis of the market share-profitability relationship. Journal of Marketing 57: 1-18.
34. Talke, K., S. Salomo, J. E. Wieringa, and, A. Lutz,. 2009. What about design newness? Investigating the relevance of a neglected dimension of product innovativeness. Journal of Product Innovation Management 26 (6): 601-615.
35. Tellis, G. J., J. C. Prabhu, and, R. K. Chandy,. 2009. Radical innovation across nations: The preeminence of corporate culture. Journal of Marketing 73 (1): 3-23.
36. Tushman, M. L., and, P. Anderson,. 1986. Technological discontinuities and organizational environments. Administrative Science Quarterly 31: 439-465.
37. Tushman, M. L., and, C. A. O'Reilly,. 1997. Winning through innovation: A practical guide to leading organization change and renewal. Boston, MA: Harvard Business School.
38. Verganti, R., 2006. Innovating through design. Harvard Business Review 84: 114-122.
39. Woolridge, J. M., 2002. Econometric analysis of cross sections and panel data. Cambridge, MA: MIT Press.