Firms often look for ways to improve the return on
investment in costly innovation strategies. Barone and Jewell (2013)
investigated a previously unexplored benefit of innovation that occurs when a
brand’s reputation as a provider of valued new offerings allows it to earn
innovation credit, a form of customer-based brand equity.
Innovation credit provides brands with the license or
latitude to use strategies that violate category norms without the penalty (in
the form of impaired attitudes) that consumers have been shown to levy on less
innovative brands. Consistent with the proposed theoretical framework, the
authors posited in three studies that innovative brands are granted the license
to employ nonnormative strategies without consumer sanction. In addition to
providing evidence regarding the inferential mechanism underlying this
licensing effect, one study shows that, under certain conditions, innovative
brands not only escape the penalty associated with using atypical strategies
but are actually rewarded for utilizing such approaches.
Review the following:
Barone, M. J., & Jewell, R. D. (2013). The innovator’s
license: A latitude to deviate from category norms. Journal of Marketing,
77(1), 120–134.
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Use the Argosy University online library resources to
identify two peer-reviewed journal articles on the concept of the innovator’s
license.
Complete the following:
Critically analyze the value of the innovation and branding
approach suggested by Barone and Jewell. Be sure to provide your inputs on the
pros and cons.
Compare the authors approach to the other approaches you are
familiar with.
Assess how the Barone and Jewell approach could be applied
to your own organization.
Discuss what might work and what is not applicable in their
approach.
Support your positions with at least two peer-reviewed
journal articles.
Write your initial response in 300–500 words. Your response
should be thorough and address all components of the discussion question in
detail, include citations of all sources, where needed, according to the APA
Style, and demonstrate accurate spelling, grammar, and punctuation
Do the following when responding to your peers:
Read your peers’ answers.
Provide substantive comments by
contributing new, relevant information from course readings,
Web sites, or other sources;
building on the remarks or questions of others; or
sharing practical examples of key concepts from your
professional or personal experiences
Respond to feedback on your posting and provide feedback to
other students on their ideas.
Make sure your writing
is clear, concise, and organized;
demonstrates ethical scholarship in accurate representation
and attribution of sources; and
displays accurate spelling, grammar, and punctuation.
