2021 3 1 1 PB

American International Journal of Economics and Finance Research
Vol. 3, No. 1; 2021

ISSN 2642-2867 E-ISSN 2642-2875
Published by American Center of Science and Education, USA
THE INNOVATIVE FINANCIAL PRODUCT DEVELOPMENT

WITH ITS FUNCTIONAL PERFORMANCE
Muhammad Zohaib
MS, Department of Business Administration
Institute of Southern Punjab, Multan, Pakistan
Lecturer
Superior Group of Colleges, Multan, Pakistan
E-mail: muhammadzohaib4647@gmail.com
K. M. Anwarul Islam
Associate Professor
Department of Business Administration
The Millennium University, Dhaka, Bangladesh
E-mail: ai419bankingdu@gmail.com
Muhammad Yasir Tahir

MS, Business Administration
E-mail: rd_mtn@superior.edu.pk
Riaz Hussain
MBA, Department of Business Administration
Bahauddin Zakria University, Multan, Pakistan
E-mail: hussainriaz9856@gmail.com
Ambreen Zaineb
PhD Scholar, School of Business & Economics
University of Management & Technology, Lahore, Punjab, Pakistan
E-mail: amber_awan@hotmail.com
Muhammad Ismail
MPhil, Management Sciences
Institute of Southern Punjab, Multan, Punjab, Pakistan
E-mail: ismailleghari14@gmail.com
Adnan Ismail
MS, Department of Business Administration
E-mail: adnanismail752@gmail.com
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https://www.acseusa.org/journal/index.php/aijefr American International Journal of Economics and Finance Research Vol. 3, No. 1; 2021
ABSTRACT
Creating new financial product and its development phases contain on the problematic but a
witty process. This research article’s Objective is to check out the development of novel product
and also checking its impacts on the organization’s performance. It has a budding pouring
element on the performance of any organization, when it developed. Methodology: Primary and
secondary both data, along with t-test applied in this research article. Sample: 250 regular
clients of the commercial banks. Research journals, bank’s prospects reports were very helping
as secondary data in this regard. Partial least squares (PLS) also applied for hypothesis
testimonial. Values of the Cronbach’s coefficient alpha more than 0.70. New innovation product
development, Relational Performance, Customer’s Satisfaction uses as (DV) collectively, and 1-
firm image, on second brand strength, on third market sensing capability, on fourth product
innovativeness, on fifth new product quality used as (IVs). Results: shows that with the
development of ‘new innovative products’ firm also accelerates its business volume. Firms get
the new clients and improve existing relationship. Brand of firm got the new identity and even
reach to unknown persons. Market share level upsurge. Innovativeness of product creates
flourishing image and market share. Findings: of this research article was the multiple four
factors: Brand strength, new product quality firm image, Product innovativeness. In findings ‘r’
(correlation) and ‘r2’ (regression) shows the strong and positive relationship flanked-by DVs
and IVs. There were some restrictions in this research article that will be resolved voguish the
impending research & exploration direction.
Keywords: Innovative Product Development, Market Sensing Capability, Brand Strength,

Customer Satisfaction, Performance Dimension, Interpersonal Recital, Firm Image.
INTRODUCTION
Another item advancement consistently makes the inventive designs for the association,
alongside administrations to ensemble the requirements then needs with the help of end users
(Johnson, 2009). Historical investigations obligate validated that abundant huge partnerships
obligate an extraordinary item disappointment pace of new item advancement at additional 65%.
An individual reason for the disappointment is the presentation of an ugly new item on the
lookout (Euchner, 2008). New item advancement is a troublesome interaction yet it has been
distinguished as a significant antecedent to execution (Bendoly, Bharadwaj, & Bharadwaj,
2012). By way of featured through researcher’s opinion, associations obligate derive to
comprehend the significance of innovative item advancement aimed at an organization to get by
in this serious climate. Notwithstanding that, past investigations have placed that new item
advancement is an unpredictable or higher-request ability that includes various hierarchical
capacities and skills that are utilized to improve authoritative execution (Mishra & Shah, 2009).
There are numerous new items that are accessible on the lookout. In any case, only one out of
every odd new item in the market is effective.
In administrations area is the biggest supporter of Pakistan's total national output (Gross
domestic product) and the monetary administrations area is an area that is very much situated to
react to the difficult climate (10th Pakistan Plan, 2011–2015). The monetary area offers types of
assistance like venture, loaning, protection, banking, protections exchanging and protections
(Kołakowski et al., 2011). Financial transactions industry quite possibly the furthermost
encouraging monetary administrations ventures in Pakistan. Because of a serious climate, banks
are quick to keep up consumer loyalty by giving new and creative items and administrations.
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Accordingly, unique of the advancements created through groups was Web financial transactions
(Ragoobur, Ayrga, & Doomun, 2010). In this way, original item improvement fills in as a key to
make long haul progress.
LITERATURE REVIEW
New Item Improvement
New item the board is a significant capacity in an association as it assists with recognizing and
measure issues and openings in the market section (Johnson, 2009). As indicated by Windley
(2002), item the board centers around client's requirements and needs instead of on the
association's resources, like innovation, and representative abilities. Therefore, item the board
empowers an association to fulfill the clients' requirements and needs. As indicated by an asset-
based view, wellsprings of upper hand are isolated into two wide sorts, which are assets and
ability.
 Firm image
 Brand strength
 Market-sensing capability
 Product innovativeness
 New product quality
Firm Picture
Picture can be fabricated and created by satisfying the individual guidelines of the
representatives, the quality principles of the clients and local area and the productivity norms of
the financial backers. Firm picture is an instinctually satisfying philosophy that gives an ideal
picture can support deals with the expanded consumer loyalty and dedication an association's
picture is pivotal for associations by changing with the customary mechanical budget to a
consideration budget, since marketing item marking to contribution corporate-marking to adapt
to the globalization challenge (Abdullah, 2009).
Brand Strength
Brand addresses an item's situation in the brain of the clients (Sanyal & Banerjee, 2008). In this
serious climate, numerous organizations and by using the brands as well as its utilizing corporate
social duty which is vernally known as the (CSR) as cultural activities to discuss through their
expected clients (Moreau & Parguel, 2011).
Market-Detecting Capacity
Market-detecting capacity makes an incentive from the assets and abilities for an association to
acquire an upper hand (Theoharakis, Sajtos, & Hooley, 2009). Market-detecting capacity is one
of the company's uncommon, significant and hard to-copy assets utilized near accomplish
unrivaled commercial execution (Olavarrieta & Friedmann, 2008).
Item Imaginativeness
Thing progression is an essential imperative procedure for making high grounds (Rainey, 2005).
An affiliation's resourcefulness can be portrayed as thing newness, thing inclinations, thing
association appropriate and progression souk appropriate proposed by (Olavarrieta & Friedmann,
2008). Thing groundbreaking is recognized as a tricky possessions that practice to obtain benefit
aimed at an affiliation (Runyan, Huddleston, & Swinney, 2006).
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New Item Quality

New thing quality, an affiliation needs to describe and pass on their focal objective to the people.
It’s a in light of fact that it canister affect the excellence connected characteristics, direct besides
reaction of the delegates near the alteration (Wittig, 2012). New thing can affect an affiliation's
image, customer reliability, the appeal of the things, thing slice of the pie and advantage (Cooper
& Kleinschmidt, 1995). A meaning of new thing the board in an affiliation can't be denied and
the going with territory studies the show assessments in an affiliation.
Execution Estimation
Execution estimation effectively ensures that at an association seeks after systems that will
prompt accomplishment of the general objectives and destinations (Brignall & Ballantine, 1996).
As featured by Park (2010), exhibitions generally happen at the last phases of the venture
because of the vulnerability of the data during the time of the new item improvement.
New Item Execution

New thing implementation container by way of price, main period, outside besides confidential
excellence, strategy subsequent then thing welfares (Oliver, Dostaler, & Dewberry, 2004). New
thing implementation normally aftereffect of original things in the bazaar that depends depend on
the arrangement on specifics and the ability to make a translation of the customers' prerequisites
hooked on thing conclusions (Meyer & Utterback, 1993).
Social Execution:
Social execution is firmly identified with social showcasing in which social advertising intends
to improve the comprehension of how the gatherings identify with one another (Gronroos, 2000).
Social execution demonstrations how level the flanked by activities are completed and how
simple the boundaries across associations can be survived (Bouncken & Lekse, 2010).
Consumer Loyalty
Consumer loyalty's or disappointment depends on the hole between the clients' assumptions for
the items and administrations with the genuine saw execution. Consumer loyalty shows how well
the item practice involvement analyzes with clients worth assumption (Cravens & Piercy, 2009).
DEVELOPMENT OF HYPOTHESES
Firm Picture and Execution Estimations
Set up associations are known to have openings for getting credits and monetary help for their
item development (Bakar & Ahmad, 2010). There are a few analysts who estimated that
corporate standing and friend’s picture is emphatically identified with an association's boss
exhibition (Fombrun & Shanley, 1980; Johnson & Zinkhan, 1990). Subsequently, the
accompanying theories have been created.
H1: Firm picture is emphatically identified with new item execution.

H2: Firm picture is emphatically identified with social execution.
H3: Firm picture is decidedly identified with consumer loyalty.
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Brand Strength
Execution Estimations Numerous analysts regularly underline the part of brand value on
unrivaled execution (Olavarrieta & Friedmann, 2008).
H4: Brand strength is decidedly identified with new item execution.
H5: Brand strength is decidedly identified with social execution.
H6: Brand strength is decidedly identified with consumer loyalty.
Market-Detecting Capacity
Execution estimations market detecting ability is perceived as the main determinant of
economical upper hand and predominant business execution, Levitt & March (1988).
H7: Market-detecting capacity is decidedly identified with new item execution.
H8: Market-detecting ability is emphatically identified with social execution.
H9: Market-detecting ability is emphatically identified with consumer loyalty
Item Creativity and Execution Estimations

Item creativity, market achievement and a task on the company's general exhibition. This is
examined by Olavarrieta & Friedmann (2008) that the company's ability on the company's
advancements by dispatching original items before administrations remained discovered toward
remain emphatically connected through general secure exhibition and innovative item execution.
H10: Item ingenuity is emphatically identified with new item execution.

H11: Item ingenuity is emphatically identified with social execution.
H12: Item creativity is emphatically identified with consumer loyalty.
New Item Quality and Execution Estimations

Execution of the item, for example, item excellence container distinguished over the optimistic
arcade reaction and the development in the item credits the aforementioned. In addition,
Durmusoglu and Barczak (2011) estimated that data innovation instruments, for example,
electronic mail and item configuration devices have positive associations with new item
improvement and this will thusly impact an association's general exhibition. Henceforth, the
accompanying theories have been created.
H13: New item quality is decidedly identified with new item execution.
H14: New item quality is emphatically identified with social execution.
H15: New item quality is decidedly identified with consumer loyalty.
Fundamental Hypothesis
There are two speculations, which are, asset-based hypothesis and relative bit of leeway
hypothesis that can be applied in this investigation.
Asset Based Hypothesis

Asset based perspective on an association can be depicted as the remarkable or particular assets
controlled by an association that are a wellspring of supported upper hand (Caldeira & Ward,
2003). Asset based hypothesis of an association has arisen as a mainstream hypothesis for upper
hand.
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Barely any establishments of similar preferred position hypothesis that can be applied in
this examination. To start with, the interest cutting-edge the arcade is varied and dynamic and
this can be recognized by the association’s capacity to detect the arcade toward accomplish a
positive new item execution, great social execution and consumer loyalty (Dickson, 1992).
Second
An association's goal is to accomplish predominant monetary execution like high benefits
(Jacobson, 1992). Therefore, an association that has a decent picture will prompt great new-item
execution (Roberts & Dowling, 2002) and a decent connection with the partners will thusly
fulfill existing clients (Kanagal, 2009).
Third
Assets are substantial and elusive elements. Elusive assets like a firm picture, market-detecting
capacity, relationship the board, ability and information can be utilized to apply in this
investigation. Along these lines, near bit of leeway is fundamental for an association to harvest a
marketplace situation then, thusly, prompts predominant monetary execution
METHODOLOGY
By the propose to sum up the divulgences on litigants who must stayed with the nearby banks in
Pakistan for more than a year, the amount of tenants in the current assessment contains
respondents who truly have exchanges with banks in Pakistan. A measure of 250 plans of studies
were dissipated truly to the respondents who have been with nearby banks in Pakistan for more
than a year. The crucial domain was relied upon to gather the individual profile and section
information of the respondents. Region 2 required the respondents to rate 51 things on how new
thing progression like firm picture, brand strength, market-recognizing limit, thing inventiveness
and new thing quality attempted to affect execution assessments like new thing execution, social
execution and customer reliability in the monetary business. These things were changed from
created by Yavas and Shemwell (2006). Appraisal of the Evaluation Model The assessment of
appraisal model was facilitated when the relationship among the applied variables of interests
and the concealed make were surveyed by (Halawi & McCarthy, 2008).
Regardless, strong factor assessment (CFA) was coordinated to evaluate dependability,
focused genuineness and discriminant realness of the scales and it was utilized to confirm the
thing's internal consistency to the distinctive make in this appraisal. The greater part of the
loadings were more perceptible than 0.60 (fundamental at p < 0.01) and this had accomplished
the nearby fit standards of normalized thing loadings proposed by Choi and Choi (2009) that
thing stacking should be a higher priority than 0.60. Further showed that the complete of the
Regular Qualification Killed (AVEs) beat 0.50 and this is kept up by Fornell and Larcker (1981)
that the proposed AVEs respects should be higher than 0.50. In this assessment, the Composite
Suffering quality (CRs) had beated the customary dependable principle which is 0.70 and this
showed that there is acceptable mix (Gefen, Straub, & Boudreau, 2000).
Besides, Cronbach's alpha qualities in this given research article this examination
surpassed 0.70 in which it is profoundly related and dependable (Sekaran, 1992). Along these
lines, concurrent legitimacy was accomplished in this investigation. What's more, square
foundation of AVE was contrasted all together with develop relationships and furthermore to
guarantee discriminant legitimacy and every one of the components in head inclining is higher
than the off-slanting components in their comparing line and section (Jaw, 2010) and the
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outcomes. Subsequently, the estimation model in this investigation was acceptable in which there
is proof of satisfactory unwavering quality, united legitimacy and discriminant legitimacy.
Assessment of the Structural Model
Firm Image New Product

Performance
Brand Strength Relational

Performance
Market Sensing
Customer
Capability
Satisfaction
Product
Innovativeness
New Product
Quality
Figure 1. Theoretical Framework
Table 1. Stocking and Cross Stocking
Table 1. Loading and Cross Loading

BS CS FI MSC NPP NPQ PI RP
Brand Strength 14 0.621 0.371 0.473 0.425 0.342 0.442 0.419 0.389
Brand Strength 15 0.815 0.575 0.636 0.614 0.550 0.569 0.641 0.572
Brand Strength 16 0.856 0.623 0.576 0.564 0.558 0.564 0.615 0.564
Brand Strength 17 0.651 0.463 0.412 0.460 0.384 0.395 0.405 0.465
Brand Strength 18 0.811 0.593 0.600 0.553 0.579 0.571 0.607 0.568
Customer Satisfaction 47 0.611 0.856 0.578 0.556 0.551 0.578 0.591 0.723
Firm Image 1 0.543 0.507 0.751 0.500 0.425 0.464 0.475 0.564
Firm Image 2 0.594 0.573 0.790 0.580 0.542 0.548 0.594 0.633
Firm Image 3 0.510 0.461 0.746 0.480 0.450 0.421 0.465 0.503
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Firm Image 4 0.592 0.547 0.801 0.571 0.504 0.520 0.562 0.588
Firm Image 5 0.493 0.472 0.744 0.493 0.407 0.449 0.497 0.516
Firm Image 6 0.556 0.467 0.775 0.546 0.500 0.530 0.521 0.513
Firm Image 7 0.482 0.428 0.732 0.478 0.503 0.528 0.505 0.484
Firm Image 8 0.451 0.489 0.650 0.365 0.496 0.472 0.416 0.463
Firm Image 9 0.418 0.369 0.603 0.408 0.432 0.464 0.427 0.438
Firm Image 10 0.479 0.466 0.633 0.470 0.452 0.510 0.457 0.462
Firm Image 11 0.526 0.477 0.742 0.585 0.493 0.585 0.566 0.545
Firm Image 12 0.610 0.528 0.756 0.560 0.500 0.489 0.566 0.575
Market Sensing Capability 19 0.559 0.510 0.568 0.807 0.464 0.485 0.516 0.566
New Product Performance 37 0.537 0.608 0.613 0.559 0.800 0.671 0.665 0.631
New Product Quality 32 0.542 0.534 0.608 0.598 0.668 0.832 0.668 0.563
Product Innovativeness 24 0.632 0.600 0.615 0.571 0.588 0.635 0.766 0.596
Relational Performance 42 0.603 0.715 0.642 0.587 0.612 0.563 0.603 0.845
Fong et al. (2014).
Here it shows the consequences of the speculations testing. It was shown that four
speculations were discovered to be essentially identified with new item execution, social
execution and consumer loyalty. The outcomes uncovered that four speculations, in particular
H1, along with H2, along with H4 and as well as H5, all these were upheld but while H3 among of
them remained upheld.
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Table 2. Discriminant Validity of Constructs
BS CS FI MSC NPP NPQ PI RP

Brand Strength .757
Customer .706 .800
Satisfaction
Firm Image .719 .665 .729
Market-sensing .697 .623 .694 .831
Capability
New Product .651 .698 .654 .643 .826
Performance
New Product .678 .660 .684 .701 .810 .845
Quality
Product .723 .707 .695 .743 .800 .803 .811
Innovativeness
Relational .684 .640 .723 .675 .707 .690 .707 .829
Performance
Address the square foundation of the normal difference separated while different
passages address the connections. Here in the table BS is denoted by the Brand Strength in this
table, next is CS that is denoted by the Consumer loyalty, next is FI that is denoted by the Firm
Picture in the table, next is MSC that is denoted by the Market-detecting Capacity in table head,
next is NPP that is denoted by the New Item Execution in head table, next is NPQ that is denoted
by the New Item Quality in table, next is PI that is denoted by the Item Imaginativeness in table,
next is RP is denoted by the Social Execution in table head. The next is GoF that is estimation of
0.65 which is retrospections that that (R2 which is normally in the value of 0.648, normal AVE
was 0.651), in this investigation had surpassed the cut-off estimation of 0.36. All things
considered, it permits us to presume that this exploration model had satisfactory help to approve
the PLS model all around the world in which this examination model had perform well when
contrasted with those gauge measurements (Go little = 0.1, Go average = 0.25 and Go huge =
0.36 for the GoF) that is said by (Croasdell, McLeod, & Simkin, 2011).
Table 3. Path Coefficients and Hypothesis Testing
Table 3. Alleyway Coefficients and suggested B-Value t-value t-value

Hypothesis Analysis
Hypothesis Relationship Beta Value t-value Decision
H1: Firm image will have optimistic association on novel 0.086 0.884 Not
product enactment. Supported
H2: Firm image will have positive relationship on relational 0.307 2.402*** Supported
performance.
H3: Firm image will have positive relationship on customer 0.184 1.354* Not
satisfaction. Supported
H4: Brand strength will have positive relationship on new 0.053 0.503 Not
product performance. Supported
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H5: Brand strength will have positive relationship on 0.155 1.363* Not
relational performance. Supported
H6: Brand strength will have positive relationship on 0.303 2.541*** Supported
customer satisfaction.
H7: Market detecting fitness will have confident –0.024 0.219 Not
association on fresh product enactment. Supported
H8: Market detecting proficiency will have constructive 0.130 1.180 Not
association on interpersonal enactment. Supported
H9: Market detecting proficiency will have progressive 0.020 0.157 Not
association on customer fulfillment. Supported
H10: Product innovativeness will have constructive 0.356 2.903*** Supported
affiliation on new product enactment.
H11: Product innovativeness will have positive relationship 0.157 1.166 Not
on relational performance. Supported
H12: Product innovativeness will have positive relationship 0.270 2.045** Supported
on customer satisfaction.
H13: New product quality will have positive relationship on 0.435 3.177*** Supported
new product performance.
H14: New product quality will have positive relationship on 0.152 1.130 Not
relational performance. Supported
H15: New product quality will have positive relationship on 0.090 0.675 Supported
customer satisfaction.
Notes: *p < 0.1, **p < 0.05, ***p < 0.01.
DISCUSSION
No realized explores have been found to have researched the impact of new item improvement
on execution estimations. The greater part of the past investigates were zeroing in on the
connection between execution estimations on data frameworks refinement and new item
improvement (Salleh, Jusoh, & Isa, 2010). Thus, this investigation has included an incentive to
the examination the impact of new item improvement on execution estimations and this
investigation is the main that has added to the administration of new items in the financial
business. Curiously, the discoveries have uncovered that new item advancement like firm
picture, brand strength, item inventiveness and novel item excellence originate to have a
constructive association with execution estimations.
In like manner, it will in general be gathered that picture of the firm, along with its brand
strength (BS), thing imagination and novel thing excellence that could be influenced novel thing
execution, social execution and buyer unwaveringness in the monetary business. Consequences
balanced through the depictions from the historical investigators (Morgan, Vorhies, &
Craftsman, 2009; Olavarrieta & Friedmann, 2008) these researchers have a vide impact on the
findings. As for as concern the image of the firm, along with its brand strength that is known
(BS), these are object fancy then new object excellence are the dominant issues that chose the
accomplishment, arcade distinguishing volume remained not originate to determinedly influence
execution assessments in monetary industry. The finding in this assessment showed up
contrastingly comparable to past investigation thought by Schewe (1996) and Dickson (1992).
Bazaar distinguishing limit engages a relationship to know about the biological promotions and
vicissitudes in the arcade to achieve sensible high grounds. Plus, past researchers have exhibited
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that affiliations that have made proper distinguishing, sense making and response volumes can
achieve healthy in everyday firm execution (Atuahene-Gima & Ko, 2001; Day, 2002).
All things considered, this one is accepted boundaries forestall arcade detecting ability,
social execution and consumer loyalty. These hindrances incorporate association low capacity in
detecting the market, assimilate new data, hierarchical culture, administration constructions and
tools for the association which can be central command of differentiating consequence
(Olavarrieta & Friedmann, 2008). Consequently, factual investigation examination demonstrated
that market detecting capacity doesn't have positive relationship on new item execution, social
execution and consumer loyalty.
IMPLICATIONS
This investigation has various hypothetical and commonsense ramifications for the two
researchers and professionals, especially in the space of new item improvement. In the first
place, there have been not many observational examinations on new item improvement and
execution estimations in the financial business. Consequently, this examination has supportive of
vided a superior comprehension about the components of new item advancement like firm
picture, brand strength market-detecting ability, item inventiveness, then fresh item excellence
then that one effect on execution estimations. After that the other one investigation gave valuable
rules to the researchers who are intrigued on the investigation of new item advancement. No
doubt, the exploration on new item improvement is as yet restricted in its capacity to give an
unequivocal rule. Henceforth, it is accepted that this investigation would have included an
incentive to the writing new item improvement, particularly cutting-edge Pakistan locations since
in attendance remained controlled literary works in a comparative setting.
RESTRICTIONS AND FUTURE ROAD MAP OF RESEARCH

Some of boundaries in this research article which can be effect authenticity. In any case, this
examination simply highlights happening the clienteles; ultimately the consequences can't
summarize to the subsequent help undertakings in Pakistan. In this point examination is a
irritated sectional assessment, anywhere the statistics was gotten after the participants on a
unique time historical and container just give a standing viewpoint happening appropriate.
Therefore, course of interconnection can't remain set up totally. Additional examinations remain
required toward consolidate various factors extra well-founded picture, product strong point,
arcade distinguishing capacity, thing resourcefulness and innovative thing excellence which have
a strong and positive influence on it.
CONCLUSION
In the core meeting, the new creative item can be presumed that new item improvement assumes
a significant part in an association. This is so on the grounds that a successful and effective new
item advancement prompts generally speaking authoritative execution like new item execution,
social execution and consumer loyalty . In addition, this investigation has offered observational
proof of the connection between new item advancement and execution estimations. Furthermore,
the discoveries of this investigation have offered extensive bits of knowledge into the successful
administration of new items that effect sly affects execution estimations. In reality, the
discoveries in this investigation uncovered the client's insights approximately the association of a
new item improvement on execution estimations.
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American International Journal of Economics and Finance Research

Vol. 3, No. 1; 2021

THE INNOVATIVE FINANCIAL PRODUCT DEVELOPMENT

Muhammad Yasir Tahir

Keywords: Innovative Product Development, Market Sensing Capability, Brand Strength,

New Item Quality

New Item Execution

H1: Firm picture is emphatically identified with new item execution.

Item Creativity and Execution Estimations

H10: Item ingenuity is emphatically identified with new item execution.

New Item Quality and Execution Estimations

Asset Based Hypothesis

Assessment of the Structural Model

Firm Image New Product

Brand Strength Relational

Figure 1. Theoretical Framework

Table 1. Stocking and Cross Stocking

Table 1. Loading and Cross Loading

Table 2. Discriminant Validity of Constructs

BS CS FI MSC NPP NPQ PI RP

Table 3. Path Coefficients and Hypothesis Testing

Table 3. Alleyway Coefficients and suggested B-Value t-value t-value

RESTRICTIONS AND FUTURE ROAD MAP OF RESEARCH

Atuahene-Gima, K. & Ko, A. (2001). An empirical investigation of the effect of market

Euchner, J. (2008). Manufacturing innovation–creative dialogue. Engineering & Technology,

Kanagal, N. (2009). Role of relationship marketing in competi- tive marketing strategy.

Olavarrieta, S. & Friedmann, R. (2008). Market orientation, knowledge-related resources and

Schewe, G. (1996). Imitation as a strategic option for external acquisition of technology.

Windley, P.J. (2002). The discipline of product management. Retrieved from

Wittig, C. (2012). Employees’ reactions to organizational change. OD Practitioner, 44(2), 24.

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