Product innovation, service innovation and industrial brand equity – An example of S fastener company

• Main Authors: Tzu-yun Huang, 黃子芸
• Other Authors: Yi-min Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/rx2mb7

碩士 === 國立高雄大學 === 亞太工商管理學系碩士班 === 102 === Small and medium enterprises occupy considerable importance and provide significant contributions to the economic development of Taiwan; the fastener industry is one of them. Furthermore, main factors to success for constant business growth, as well as key elements of operating performances, rely on products and capabilities of service innovation. Additionally, since brands are also one of the core competitive advantages for corporate globalization, brand equity has always been a key issue for scholars to discuss in international marketing and enterprise genres. Scholars of earlier times inducted constituent elements of brand equity with brand awareness, brand loyalty, and perceived quality. However, mass consumer markets were the basis of most of the studies in the past; moreover, brand loyalty is generally considered one of the sources to create brand equity. Nonetheless, despite following earlier studies, brand loyalty is regarded as an expected outcome after industrial brand equity is established in this research that corresponds to viewpoints of recent scholars. As international markets grow increasingly competitive, having a place in international B2B markets through mastering innovation for the fastener industry has also become a critical research subject of international marketing and brand management. Extending former research outcomes on brand equity, the relevance of product innovation, service innovation and industrial brand equity of the fastener industry of Taiwan will be discussed in this research. The object of the research is S Fastener Company; the questionnaire data required for the research shall be obtained through email and network questionnaires, while the analysis shall be proceeded using the net least square method. It is discovered in the findings that value co-creation and service innovation are significantly and positively related; market orientation and product innovation are also significantly and positively relevant; product innovation, perceived quality and industrial brand equity are in similar conditions, while it is also discovered that industrial brand equity and brand loyalty are as well highly and positively relevant. As the hypothesis to significant relevance presented in the research corresponds to former research outcomes, it shall provide valuable managerial implications for enterprises with industrial products.