2010年产品创新外文翻译--产品创新的声誉对消费者的影响（节选）

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1、3900 英文单词， 22500 英文字符 ， 中文 6600 字 文献出处： Henard D H, Dacin P A. Reputation for product innovation: Its impact on consumersJ. Journal of Product Innovation Management, 2010, 27(3): 321-335. Reputation for Product Innovation: Its Impact on Consumers David H. Henard and Peter A. Dacin Just as firms comp

2、ete for customers, they also vie for reputational status across their relevant constituent groups. To many firms, a reputation as an innovative company is something that is both prized and actively sought after. Despite an abundance of anecdotal evidence pointing to several firms active pursuit of a

3、n innovative reputation, there is little empirical evidence to evaluate the soundness of this pursuit. On a general level, this research recognizes that firms compete for competitive advantage via their tangible and intangible resources. Much of the innovation literature centers on the tangible impa

4、ct that new product development initiatives have on outcomes of innovation. Yet research investigations of the less tangible facets of innovation, such as a reputation, remain relatively uninvestigated despite their promise as a source of sustainable competitive advantage. This study investigates th

5、e effects of a corporate reputation for product innovation (RPI) and its impact on consumers. Consumer involvement levels are proposed to mediate the relationship between RPI and consumer outcomes. Empirical results indicate that a high consumer perceived RPI, via the involvement construct, leads to

6、 excitement toward and heightened loyalty to the innovative firm. A more positive overall corporate image and tolerance for occasional product failures are also positive outcomes noted in the results. Contrary to expectations, a high perceived RPI does not lead to a consumer propensity to pay price premiums. Introduction Each year, corporations collectively spend billions of dollars on research and development (R&D) activities. The drive for innovation and product development is so pervasive