Discovery Early Career Researcher Award - Grant ID: DE130101463
Funder
Australian Research Council
Funding Amount
$375,000.00
Summary
Reinforcement and undermining: the impact of innovative features on dual positioning and choice. Businesses require an understanding of how their features impact product choice in positive and negative ways. This research will advance our understanding of innovation by addressing the theory and practice of product positioning from a new perspective.
Examining the role of service innovation and service branding capabilities in services firms value creation and appropriation: a multi-level study. This project examines how service firms' innovation and branding capabilities help them create superior value for customers, as well as obtain higher profit ensuring their sustainability. Our findings will help improve the efficiency of Australian service firms and provide higher profiles to its academic contributions to services research globally.