The mediating effect of endogenous creativity on knowledge exploitation and firm performance in an emerging economy

The emerging economies are key factors in the future growth of world trade and the maintenance of global financial stability. Little is known about the way in which firms in emerging economies strategically manage the learning â creativity process to develop competitive advantage in both domestic and global markets. We extend the literature on learning and human capital by positing a model and examining 1) the mediating role of higherorder human capital in the relationship between learning facilitation and knowledge exploitation (KE); and 2) the mediating role of endogenous creativity in the KE â firm performance relationship. Qualitative method based on the sample in Chinaâs firms was adopted and the results indicate that all the hypothesized relationships are supported

Assessing the validity of brand equity constructs: A comparison of two approaches

This paper tests both the internal and external validity of the Erdem and Swait (1998) brand equity framework using two measurement modelling approaches, namely the relatively new Best-Worst Scaling (BWS) method (Finn and Louviere, 1992; Marley and Louviere, 2005) and the more traditional Confirmatory Factor Analysis (CFA) method. Data were collected from the Australian banking services sector. We find the measurement models derived from BWS outperformed the models based on CFA of the rating data in predicting both stated and real brand choices. The findings have implications for both academics and practitioners in brand equity measurement and management

Assessing the Acquiescence Bias of Online Research Data

The impact of acquiescence bias in online samples is real and deserves serious research attention. This paper assesses the impact of acquiescence bias of online respondents on research output. Specifically, this paper addresses one type of acquiescence bias being increasingly observed in online panel rating scale data, where respondents exhibit low variability across rating scale items. This type of acquiescence bias is defined as flat line response bias in this study. The insidious effects of flat line response bias will be demonstrated on market segmentation and structural equation modelling in the context of a brand equity framework. This paper urges the market research industry to improve online recruitment and management to reduce flat line response bias in online panel surveys

Testing the Erdem and Swait Brand Equity Framework Using Latent Class Structural Equation Modelling

This paper tests the Erdem and Swait (1998) brand equity framework using latent class structural equation modelling. While there are a number of conceptual and measurement models of brand equity in the literature, we focus on the Erdem and Swait brand equity framework because it is based on formal theory in information economics. The Erdem and Swait framework was originally tested in a structural equation modelling framework without taking into account consumer preference heterogeneity. In this study, we extend the Erdem and Swait framework to incorporate preference heterogeneity via the use of latent class structural equation modelling. Data were collected from the financial services sector and results show two distinct segments of brand equity. The findings have implications for both academics and practitioners in brand management

Marketing strategy and business performance: The case of small firms in China

This study investigates the effects of marketing-related variables on business performance of small firms in China. In this paper, we present the findings from a qualitative pilot study and a quantitative main survey. The results show that long-term differentiation marketing strategy, R&D as a percentage of sales, and years in business are positively associated with a small firm's business performance in China. These findings suggest that small Chinese firms should adopt long-term differentiation strategy by investing in new product development in order to better adapt to the more competitive environment following China's accession of WTO.9 page(s

Detecting attribute by covariate interactions in discrete choice model

This paper introduces a simple way to identify attribute by covariate interactions in discrete choice models. This is important because modelling such interactions is an effective way to account for systematic taste variation or preference heterogeneity across different consumers. Using a simulated data set to mimic a well-known phenomenon of selective attention to design attributes, we tested our proposed approach in the banking service context. Our proposed approach was successful in detecting the attribute by covariate interactions implied by the data generation process and was found to outperform both full and stepwise interaction models. Such findings have implications for both academics and practitioners of the marketing research community in general and choice modelling field in particular