Bidirectional Interaction Between Brand and Innovation:Theoretical Framework and Future Prospects
Strong brands and innovations have become increasingly important to a firm's sustainable development.Brand and innovation management are clearly mutually dependent and benefit from each other,however,the interplay between brand and innovation is still relatively under-researched.It provided an integrated framework involving the literature of brand management and innovation management,to clarify the logic of brand and innovation interaction.It first explained the ambidextrous logic of brand management from the perspective of long-term brand management based on the ambidextrous nature of the brand,leading to the critical issue of the bidirectional interaction between the brand and innovation.Then,it summarized a closed-loop mechanism of brand-innovation bidirectional interaction in three aspects:the dominant role of the brand on the innovation process,the impact of innovation activities on the brand,and the virtuous cycle between brand and innovation.Finally,it suggested a series of research directions.The conclusions contribute to brand management and innovation management research from an interactive perspective,and also provide practical implications on how to realize the interaction between brand and innovation.
NETL
NSTL
万方数据
维普
