Galatasaray University and European Academy of Management
Abstract
To support the successful implementation of product innovation strategies, we investigate the role of perceived product portfolio innovativeness (PPPI) and its relationship to a firms brand equity. Besides the overall level of PPPI, our analysis additionally reflects direct and moderating effects of the variation of product innovativeness across the portfolio (DPPPI) and hence offers novel insights into an unexplored aspect of portfolio innovativeness. Moreover, in contrast to previous studies, we apply a novel, consumer-centric measurement approach and overcome potential shortcomings of expert-based methods. The hypothesized relationships are tested on survey-data from 691 respondents. Our results imply a strong positive correlation between PPPI and brand equity which is mitigated by DPPPI. Managerial implications of this finding are discussed
