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Firms’ Reputation for Innovation: Role of Marketing Capability, Innovation Capability, and Knowledge Sharing

Author

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  • Anirban Ganguly

    (Jindal Global Business School, O. P. Jindal Global University, Sonipat, Haryana, India)

  • Chitresh Kumar

    (Jindal Global Business School, O. P. Jindal Global University, Sonipat, Haryana, India)

  • Garima Saxena

    (Institute of Management Technology, Ghaziabad, Uttar Pradesh, India)

  • Asim Talukdar

    (Jindal Global Business School, O. P. Jindal Global University, Sonipat, Haryana, India)

Abstract

In the current day competitive business environment, continuous innovation has become a central strategy for most firms. The ability to achieve continuous innovation has been observed to facilitate the growth and profitability of a firm. Innovation can not only lead to new customers and market segments, but it also enables firms to develop a reputation for being innovative. In today’s world of fast-changing preferences and trends, such a reputation for a firm is likely to considerably add to its brand equity and growth prospects. The current study investigates the role of knowledge sharing, innovation capability, and marketing capability in a firm’s reputation for innovation. A set of hypotheses were developed to analyse these relationships using structural equation modelling (SEM). The data were collected from seventy-five (75) senior executives spanning across five different industries in the Indian service and manufacturing sector. The findings of the study indicated that a firm’s reputation for innovation is influenced by factors like innovation capability, which in turn is an outcome of tacit and explicit knowledge sharing within the firm. Further, marketing capability plays a positively moderating role between innovation capability and the firm’s reputation for innovation. Overall, the study highlights that the innovation capability of a firm is a result of tacit and explicit knowledge sharing inside the firm. However, such innovation capability alone is not sufficient for a firm to be viewed as “innovative”. The firm must develop and use appropriate marketing and knowledge management capabilities to highlight such an innovative nature of the firm in order to be viewed as innovative in the market.

Suggested Citation

  • Anirban Ganguly & Chitresh Kumar & Garima Saxena & Asim Talukdar, 2020. "Firms’ Reputation for Innovation: Role of Marketing Capability, Innovation Capability, and Knowledge Sharing," Journal of Information & Knowledge Management (JIKM), World Scientific Publishing Co. Pte. Ltd., vol. 19(02), pages 1-27, June.
    • Handle: RePEc:wsi:jikmxx:v:19:y:2020:i:02:n:s0219649220500045
    DOI: 10.1142/S0219649220500045
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    Citations

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    Cited by:

    1. Jianjun Wang & Ning Cao & Yulu Wang & Yu Wang, 2022. "The Impact of Knowledge Power on Enterprise Breakthrough Innovation: From the Perspective of Boundary-Spanning Dual Search," Sustainability, MDPI, vol. 14(17), pages 1-19, September.
    2. Ibrahim Rashed AlTaweel & Sulieman Ibraheem Al-Hawary, 2021. "The Mediating Role of Innovation Capability on the Relationship between Strategic Agility and Organizational Performance," Sustainability, MDPI, vol. 13(14), pages 1-14, July.
    3. Muhammad Zafar Yaqub & Abdullah Alsabban, 2023. "Knowledge Sharing through Social Media Platforms in the Silicon Age," Sustainability, MDPI, vol. 15(8), pages 1-19, April.

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