University of Hertfordshire

By the same authors

Understanding market innovativeness in Asia: a research agenda

Research output: Contribution to journalEditorial

Documents

Links

View graph of relations
Original languageEnglish
Number of pages14
Pages (from-to)212-225
JournalAsian Business and Management
Journal publication date1 Dec 2017
Volume16
Issue4/5
Early online date6 Nov 2017
DOIs
Publication statusPublished - 1 Dec 2017

Abstract

Marketing innovativeness has been accredited for the improvement of: quality of life in general; consumer experience; and, firms’ and brands’ performance. However, much of the knowledge and research on marketing innovativeness have largely developed from Western countries, namely the USA and Europe, with little understanding of marketing innovativeness in Asia. In this paper we critically examine existing literature with aim of developing better understanding concerning marketing innovativeness in Asia. We discuss theoretical and methodological considerations that researchers need to be aware when they aim to advance
research from Asian countries.

Notes

This document is the Accepted Manuscript version. Under embargo until 6 November 2018. The final publication is available at Springer via https://doi.org/10.1057/s41291-017-0027-1.

Activities

ID: 12215091