2023年全國(guó)碩士研究生考試考研英語(yǔ)一試題真題(含答案詳解+作文范文)_第1頁(yè)
已閱讀1頁(yè),還剩15頁(yè)未讀 繼續(xù)免費(fèi)閱讀

下載本文檔

版權(quán)說(shuō)明:本文檔由用戶提供并上傳,收益歸屬內(nèi)容提供方,若內(nèi)容存在侵權(quán),請(qǐng)進(jìn)行舉報(bào)或認(rèn)領(lǐng)

文檔簡(jiǎn)介

1、3900 英文單詞, 英文單詞,22500 英文字符,中文 英文字符,中文 6600 字文獻(xiàn)出處: 文獻(xiàn)出處:Henard D H, Dacin P A. Reputation for product innovation: Its impact on consumers[J]. Journal of Product Innovation Management, 2010, 27(3): 321-335.Reputation for P

2、roduct Innovation: Its Impact on ConsumersDavid H. Henard and Peter A. DacinJust as firms compete for customers, they also vie for reputational status across their relevant constituent groups. To many firms, a reputation

3、 as an innovative company is something that is both prized and actively sought after. Despite an abundance of anecdotal evidence pointing to several firms’ active pursuit of an innovative reputation, there is little empi

4、rical evidence to evaluate the soundness of this pursuit. On a general level, this research recognizes that firms compete for competitive advantage via their tangible and intangible resources. Much of the innovation lite

5、rature centers on the tangible impact that new product development initiatives have on outcomes of innovation. Yet research investigations of the less tangible facets of innovation, such as a reputation, remain relativel

6、y uninvestigated despite their promise as a source of sustainable competitive advantage. This study investigates the effects of a corporate reputation for product innovation (RPI) and its impact on consumers. Consumer in

7、volvement levels are proposed to mediate the relationship between RPI and consumer outcomes. Empirical results indicate that a high consumer perceived RPI, via the involvement construct, leads to excitement toward and he

8、ightened loyalty to the innovative firm. A more positive overall corporate image and tolerance for occasional product failures are also positive outcomes noted in the results. Contrary to expectations, a high perceived R

9、PI does not lead to a consumer propensity to pay price premiums.IntroductionEach year, corporations collectively spend billions of dollars on research and development (R Freeman, 1984). Some scholars think that developin

10、g a corporate reputation and actively promoting it is a modern business necessity (e.g., Gray and Balmer, 1998); thus, firm reputation may serve as a strategic business tool (Aaker, 1989; Fombrun, 1996; Hall, 1993). Amo

11、ng other effects, a corporate reputation impacts individual beliefs and attitudes regarding a firm (Brown and Dacin, 1997; Rao, Qu, and Ruekert, 1999), signals strategic intensions to competitors (Kreps and Wilson, 1982;

12、 Milgrom and Roberts, 1982) and influences employee organizational identification (Dutton, Dukerich, and Harquail, 1994). Yet despite the potential influence that a firm reputation can have on its constituents, academic

13、investigation of many of its effects is noticeably absent.This research investigates a corporate reputation for product innovation. Understanding how an innovative reputation impacts various firm constituents allows scho

14、lars to more accurately a proxy (e.g., number of patents filed, R Brown and Dacin, 1997; Fombrun and Shanley, 1990). As with any operationalization of an intangible firm resource such as reputation, the RPI construct mus

15、t take into account an individual’s perceptions of, experiences with, and expectations of a firm’s product innovativeness (Weigelt and Camerer, 1988). In essence, a corporate reputation is neither one-dimensional nor per

16、ceptually singular.Reputation as a SignalAs previously noted, a corporate reputation can act as a signal to constituents. Signaling theory (Farrell and Saloner, 1986; Milgrom and Roberts, 1982; Nelson, 1974; Olson, 1977;

17、 Rao and Monroe, 1989; Rao et al., 1999; Robertson, Eliashberg, and Rymon, 1995; Spence, 1974) posits that firms possess observable, unalterable attributes as well as other unobservable attributes that are subject to man

18、ipulation. A further premise is the assumption that the environment is uncertain in that individuals cannot readily obtain all salient information regarding the firm. Spence (1974) regards signals, such as corporate repu

19、tation, as parameters by which firms can shape the beliefs of individuals and therefore influence their behavior. Within the context of this research, a corporate reputation is viewed as an intangible firm asset that is

20、subject to manipulation (via signaling) by the organization. Given that the marketplace is inherently uncertain, a corporation’s promotion of its reputation serves as a signal to potentially influence constituent behavio

21、r.Signaling is widely regarded as a rational strategy to convey pertinent information to individuals. The message signaled is likewise thought to be a reliable indicator since a false or inaccurate signal makes the firm

22、vulnerable to future economic sanctions (Rao et al., 1999). Conceptually speaking, firms that signal false claims to constituents run the risk of damaging their past investment in corporate reputation as well as their fu

23、ture profit stream since the promotion of corporate reputation is a dissipative signal that involves upfront firm expenditures that will be forfeited if the claims are later discovered to be inaccurate (ibid.).Due to the

24、 imperfect information inherent in the marketplace, constituents of a firm routinely rely on its reputation when forming perceptions and making judgments regarding investment decisions, product purchases, career choices,

25、 or partnership opportunities (Dowling, 1986; Fombrun and Shanley, 1990). Corporate reputations act as a signal, imparting information that allows firms to promote product quality, to erect market entry barriers, to char

26、ge price premiums, and to shape individuals’ attitudes toward company products among other outcomes.Consumer ImpactIn this section, the model of the proposed impact that a corporate RPI has on consumers is presented. The

27、 study hypotheses, methodology, and results are then presented. Figure 1 details the proposed model of how a perceived RPI impacts consumers. The model is not intended to be exhaustive but is simply a model of strategica

28、lly important factors associated with a consumer’s perception of firm RPI levels. RPI is measured here as the individual consumer’s perception. How the reputation signal was broadcast is not a concern, but rather how the

溫馨提示

  • 1. 本站所有資源如無(wú)特殊說(shuō)明,都需要本地電腦安裝OFFICE2007和PDF閱讀器。圖紙軟件為CAD,CAXA,PROE,UG,SolidWorks等.壓縮文件請(qǐng)下載最新的WinRAR軟件解壓。
  • 2. 本站的文檔不包含任何第三方提供的附件圖紙等,如果需要附件,請(qǐng)聯(lián)系上傳者。文件的所有權(quán)益歸上傳用戶所有。
  • 3. 本站RAR壓縮包中若帶圖紙,網(wǎng)頁(yè)內(nèi)容里面會(huì)有圖紙預(yù)覽,若沒(méi)有圖紙預(yù)覽就沒(méi)有圖紙。
  • 4. 未經(jīng)權(quán)益所有人同意不得將文件中的內(nèi)容挪作商業(yè)或盈利用途。
  • 5. 眾賞文庫(kù)僅提供信息存儲(chǔ)空間,僅對(duì)用戶上傳內(nèi)容的表現(xiàn)方式做保護(hù)處理,對(duì)用戶上傳分享的文檔內(nèi)容本身不做任何修改或編輯,并不能對(duì)任何下載內(nèi)容負(fù)責(zé)。
  • 6. 下載文件中如有侵權(quán)或不適當(dāng)內(nèi)容,請(qǐng)與我們聯(lián)系,我們立即糾正。
  • 7. 本站不保證下載資源的準(zhǔn)確性、安全性和完整性, 同時(shí)也不承擔(dān)用戶因使用這些下載資源對(duì)自己和他人造成任何形式的傷害或損失。

最新文檔

評(píng)論

0/150

提交評(píng)論