A Study on Mechanism of Functional Beverage Brand Differentiation Transition Based on Dynamic Capabilities: an Empirical Case of Blueglass’ Hybrid Innovation

DOI

10.2991/978-94-6463-874-5_120How to use a DOI?

Keywords

Dynamic Capabilities; Market Trend; Hybrid Innovation

Abstract

In the post-pandemic era, consumers’ healthy awareness has passively evolved, manifesting in product purchases targeting particular healthy conditions such as constipation, palpitations, and insomnia. This trend has shifted competition in the functional beverage industry from product features to user mental schema capture. This research draws on the Dynamic Capability Theory and uses Blueglass brand as a case to explore how it can achieve differentiated transition through Dynamic capability building. Adopting single-case longitudinal analysis, we deciphered its hybrid in-novation strategy of “light health + experiential scenarios “and constructed a dynamic capability model of “environmental perception + strategy upgrading + mental sedimentation”. The study finds that consumers’ healthy requirements have evolved from passive prevention to active in-vestment, driving brands to break through homogeneity through product iteration, service model innovation, and experiential scenarios synergy. It reveals a “product-service-scenario “trinity collaboration system, identifies challenges such as trust-coping strategy building in information overload, and proposes coping strategies like an “innovation reversibility mechanism”. Expand-ng the application of dynamic capability to the fast-moving consumer goods(FMCG) sector. The re-search introduces a “resource efficiency-mental barrier “dual-dimensional collaboration model, providing a strategic framework for brands to transition from “selling product” to “selling healthy solutions”.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yuhao Wang
AU  - Shangli Yang
AU  - Kaitong Ye
PY  - 2025
DA  - 2025/11/03
TI  - A Study on Mechanism of Functional Beverage Brand Differentiation Transition Based on Dynamic Capabilities: an Empirical Case of Blueglass’ Hybrid Innovation
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 1041
EP  - 1051
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_120
DO  - 10.2991/978-94-6463-874-5_120
ID  - Wang2025
ER  -