IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-14523-5_6.html
   My bibliography  Save this book chapter

Building Innovative Competitive Advantage in the Minds of Customers

In: Adoption of Innovation

Author

Listed:
  • Taşkın Dirsehan

    (Marmara University)

Abstract

The paradigm shifts of innovation and marketing in prior years have shown that these shifts arrive at a common point: competitive advantage. From the customers’ point of view, we recognize that brand associations are structured as a network in their minds and that customers distinguish among brands according to their competitive advantages. Therefore, a brand has innovative competitive advantage if it has strong favorable innovations associated with it in the minds of customers. These associations are created by innovating value that is strategically managed by marketers. Based on these concepts, the purpose of this study is to propose a conceptual model on innovative competitive advantage as a result of a detailed literature survey and a synthesis thereof. In addition, a pilot study follows the steps of brand concept mapping methodology, which enables us to represent brand image as a network of associations. It aims to demonstrate the practical application of brand innovativeness maps.

Suggested Citation

  • Taşkın Dirsehan, 2015. "Building Innovative Competitive Advantage in the Minds of Customers," Springer Books, in: Alexander Brem & Éric Viardot (ed.), Adoption of Innovation, edition 127, pages 75-93, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-14523-5_6
    DOI: 10.1007/978-3-319-14523-5_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-14523-5_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.