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The Mediating Role of Innovation in Strategic International Marketing

The Mediating Role of Innovation in Strategic International Marketing

Ho Yin Wong
Copyright: © 2014 |Pages: 20
ISBN13: 9781466662209|ISBN10: 1466662204|EISBN13: 9781466662216
DOI: 10.4018/978-1-4666-6220-9.ch002
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MLA

Wong, Ho Yin. "The Mediating Role of Innovation in Strategic International Marketing." Handbook of Research on Effective Marketing in Contemporary Globalism, edited by Bryan Christiansen, et al., IGI Global, 2014, pp. 27-46. https://doi.org/10.4018/978-1-4666-6220-9.ch002

APA

Wong, H. Y. (2014). The Mediating Role of Innovation in Strategic International Marketing. In B. Christiansen, S. Yıldız, & E. Yıldız (Eds.), Handbook of Research on Effective Marketing in Contemporary Globalism (pp. 27-46). IGI Global. https://doi.org/10.4018/978-1-4666-6220-9.ch002

Chicago

Wong, Ho Yin. "The Mediating Role of Innovation in Strategic International Marketing." In Handbook of Research on Effective Marketing in Contemporary Globalism, edited by Bryan Christiansen, Salih Yıldız, and Emel Yıldız, 27-46. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-6220-9.ch002

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Abstract

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.

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