Journal of Asian Business and Economic Studies
Vol. 27(1) , April 2020, Page 99-114


Channel capability and the effectiveness of new product strategies: Deepening the FMCG’s business
Roderikus Agus Trihatmoko & Roch Mulyani & Intan Novela Q.A.

Email: agustricentre@gmail.com
Organization:
Received: May 25, 2020
Revised: June 11, 2020
Accepted: April 01, 2020
Published: May 25, 2020
Views: 5
Downloads: 0
More Citation Format
Abstract
Purpose - The purpose of this paper is twofold: detecting, describing and providing a detailed understanding on the essence of buyer responses on the channel capability in deciding new product purchase; and describing the effectiveness of new product innovation related to the channel capability. The new product innovation intended here is an outcome of the brand strategy created by the fast-moving consumer goods (FMCG) manufacturer. Design/methodology/approach - This research applies qualitative method and uses grounded theory approach and pragmatism interpretation, which are focused on FMCG. The approach chosen in research is grounded theory and pragmatism, parallel to the previous phenomenology and constructivism approach; therefore, the main data for this study use transcript records of the results of in-depth interviews in the field of study. Findings The research showed the following results: the channel capability aspects (warehouse space, shelf space and customer coverage) are the essence of buyers’ responses; construction of business buyer behavior and economic mechanism; the effectiveness of new product innovation; and channel capabilities of selling products. Practical implications The results of this research have some implications: developing the concept of business buyer behavior in a new-task purchase situation; expanding the micro-economic system of trading sector; and expanding the concept of marketing mix strategy. Originality/value Some of the theoretical implications are the originality of this research paper; therefore, the constructs will be described theoretically in order to provide practical understanding in some contexts of business importance.

Keywords
Marketing mix, Business buyer behaviour, Business market competition, Channel capability, New products strategy, Fast-moving consumer goods (FMCG)
References
ESG and firm performance: do stakeholder engagement, financial constraints and religiosity matter?
2025, Journal of Asian Business and Economic Studies More

Government environmental attention and enterprise greenwashing behavior: evidence from China
2025, Journal of Asian Business and Economic Studies More

Refining mobile location-based service adoption: the lens of pull effect- and push effect-related motivations
2025, Journal of Asian Business and Economic Studies More

The effect of internal branding on organisational financial performance and brand loyalty: mediating role of psychological empowerment
2025, Journal of Asian Business and Economic Studies More

A Bayesian-based framework for advanced nature-based tourism model
2025, Journal of Asian Business and Economic Studies More