- This paper is published in the Journal of Business Research, full article can be found at: http://doi.org/10.1016/j.jbusres.2016.02.042
Professor Suraksha Gupta, University of Kent
Professor Naresh K Malhotra, Georgia Institute of Technology
Professor Michael Czinkota, Georgetown University
Professor Pantea Foroudi, Middlesex University
This study addresses this question in four phases. The first phase underpins the arguments about competitiveness and marketing innovation with the current academic knowledge about theory of competitive advantage and resource-advantage theory. The second phase explores the concept and assumptions using expert insights. During the third phase, this study conducts a field survey to collect data from resellers of international brands and use structure equation modelling (SEM) and fuzzyset qualitative comparative analysis (fsQCA) (Ragin, 2006 and 2008). fsQCA has received increased attention as it gives an opportunity to the researchers to gain a deeper and richer perspective on the data, particularly when applied together with complexity theory (Leischnig and Kasper-Brauer, 2015; Mikalef, Pateli, Batenburg and Wetering, 2015; Ordanini et al., 2013; Woodside, 2014; Wu et al., 2014). The fourth phase leads to interpret the results in order to make recommendations and consider future avenues for the research. This research contributes to the literature on business-to-business and international marketing. Finally, the study advances the current understanding about the interdependence of brand and reseller firms for developing their competitiveness and adopting innovative approaches to marketing.