Donna F. Davis, Beth Davis-Sramek, Susan L. Golicic and Teresa M. McCarthy-Byrne
Utilizing a top-down approach of middle-range theorizing (MRT), the purpose of this paper is to integrate relational exchange with institutional theory to examine how companies…
Abstract
Purpose
Utilizing a top-down approach of middle-range theorizing (MRT), the purpose of this paper is to integrate relational exchange with institutional theory to examine how companies manage supply chain relationships to achieve desired supply chain outcomes in industries characterized by varying degrees of regulatory mandates that restrict the choice of supply chain partners. The authors identify this supply chain relationship dynamic as constrained choice.
Design/methodology/approach
A moderated mediation model is tested using survey data from producers in the US wine industry to investigate the effects of regulatory pressure on the ability of wine producers to achieve operational coordination when responding to relational behaviors through either trust or calculative commitment.
Findings
Results find that relational behaviors can improve operational coordination through two distinct paths: trust or calculative commitment. With the moderating effect of regulatory pressure, relational behaviors more effectively facilitate operational coordination through trust. Alternately, regulatory pressure attenuates the mediated relationship through calculative commitment.
Research limitations/implications
The research introduces constrained choice dynamics into the supply chain relationship literature via MRT. Integrating generative mechanisms from relational exchange and institutional theories provides theoretical depth and context-specific knowledge about relationships that operate in constrained choice situations.
Practical implications
Managers impacted by constrained choice should recognize that mechanisms typically resulting in positive relationship outcomes may respond differently in the presence of regulatory constraints. With greater regulatory pressure, efforts to enhance operational coordination are more effective using relational mechanisms to build trust. When trust is diminished, calculative commitment can be effective in achieving operational coordination, although extensive regulations make it more difficult.
Originality/value
Previous research traditionally assumes that managers are free to select suitable trading partners that ensure mutually beneficial relationships. The research develops a middle-range theory examining the constrained choice dynamic in relationships that are impacted to varying degrees by regulatory institutions.
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Donna F. Davis, Susan L. Golicic and Adam Marquardt
The purpose of this paper is to present a test of scales that measure brand equity and its two dimensions – brand image and brand awareness – in the context of logistics services…
Abstract
Purpose
The purpose of this paper is to present a test of scales that measure brand equity and its two dimensions – brand image and brand awareness – in the context of logistics services. The scales are tested with both logistics service providers and customers.
Design/methodology/approach
Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues and logistics practitioners reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a mail survey of logistics service providers and customers.
Findings
Findings suggest that brand awareness, brand image, and brand equity scales are valid and reliable in the context of logistics services.
Research limitations/implications
While there is a substantial research stream that examines branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in the context of logistics services. This paper extends existing measurement of brand equity and its dimensions to a new setting, namely logistics services.
Originality/value
This paper provides valuable insight into the measurement of brand awareness, brand image, and brand equity in the logistics services context and offers a foundation for future logistics branding research. The paper provides evidence for the validity of constructs used in the customer‐based brand equity framework, which is traditionally used in consumer contexts, in the context of logistics services.
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Masood A. Badri, Donald L. Davis and Donna F. Davis
Due to increasing global competition, the issue ofcountry‐of‐origin has received a great deal of attention recently.Examines country‐of‐origin image stereotyping by businesspeople…
Abstract
Due to increasing global competition, the issue of country‐of‐origin has received a great deal of attention recently. Examines country‐of‐origin image stereotyping by businesspeople in the Gulf States of the Middle East. Assesses the attitude of businesspeople toward various products of seven countries: the USA, Japan, Germany, England, France, Italy and Taiwan, that are the most active in the Gulf States. To develop effective global marketing strategies, firms require decisionmaking support in the form of information about the perception of their products in the international markets. The study found that country‐of‐origin stereotyping is present in the Gulf States market. The study provided evidence that “Made in the USA, Japan, and Germany” clearly emerged as most favoured countries of origin. In addition, the image of English products trailed behind products from other European countries except Italy. Profile differences were analyzed statistically. Age, education, sex, and income level were variously related to consumers′ attitudes to products made in different countries.
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Susan L. Golicic and Donna F. Davis
The purpose of this paper is to describe how to implement mixed methods research in supply chain management.
Abstract
Purpose
The purpose of this paper is to describe how to implement mixed methods research in supply chain management.
Design/methodology/approach
A review of past journal analyses on research methods used in supply chain management‐related disciplines is conducted to demonstrate the low incidence of mixed methods research in supply chain management. Drawing from literature on multiple and mixed methods research, the paper provides guidelines for designing and reporting such studies.
Findings
Knowledge development in logistics and supply chain management relies primarily on single‐method quantitative research designs, while mixed methods approaches are rarely used. Thus, there is a significant opportunity to advance the discipline through the rigorous application of mixed methods research.
Research limitations/implications
Supply chain management phenomena are complex and dynamic. Thus, the application of mixed methods research would serve the advancement of the discipline as these approaches provide richer understanding and more robust explanations of such phenomena.
Practical implications
If supply chain research is to keep up with the dynamic business environment, research methods must be applied with the capability to fully explain supply chain phenomena. The application of a single‐method research approach is not always adequate for this task.
Originality/value
This paper is the first to draw on research from various disciplines to investigate the use of mixed methods in logistics and supply chain management research. It examines its prevalence in the discipline, provides examples of its application from the supply chain management literature, prescribes how to implement mixed methods research, and describes the benefits and limitations of such designs.
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Donna F. Davis, Susan L. Golicic and Adam Marquardt
The failure to manage the firm's brand successfully with trading partners is a potentially fatal obstacle to success in today's hypercompetitive global economy. Strong brands…
Abstract
The failure to manage the firm's brand successfully with trading partners is a potentially fatal obstacle to success in today's hypercompetitive global economy. Strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes. Considerable research exists on the branding of consumer goods, and the literature on business-to-business (B2B) brands and service brands is increasing. However, research on branding in the context of B2B services is relatively sparse. This paper integrates research in B2B brands and service brands to explore B2B service brands. The paper reports a multiple methods study of brands and brand management in the logistics services industry as a specific case of B2B service branding. The study addresses two research questions that are relevant for B2B service brands. First, how are brands perceived when the customer is an organization rather than an individual? Second, how do brands differentiate intangible offers that customers often consider as commodities? The first study reports data collected in an exploratory investigation comprised of depth interviews with representatives of logistics services firms and customers. The study supports the extendibility of Keller's brand equity framework into the B2B services context. The second study tests the framework using data collected in a mail survey of logistics service providers and customers. Results suggest that brands do differentiate the offerings of logistics service providers and that brand equity exists for this commodity-like B2B service. However, findings reveal differences in perceptions between service providers and customers. Specifically, brand image is a stronger influence on customers' perceptions of service providers' brand equity, whereas brand awareness is a stronger driver of the service providers' perceptions of their own brand equity. The paper discusses implications of these differences for managing B2B services.
Susan L. Golicic, Donna F. Davis, Teresa M. McCarthy and John T. Mentzer
E‐commerce is such a new phenomenon that little research has addressed the effects it has on relationships in supply chains. A qualitative study was conducted with eight…
Abstract
E‐commerce is such a new phenomenon that little research has addressed the effects it has on relationships in supply chains. A qualitative study was conducted with eight e‐commerce companies in order to construct theoretical relationships with which to develop a grounded theory of the impact of e‐commerce on managing supply chain relationships. The e‐commerce environment was perceived as highly uncertain, stemming from increased information visibility and dynamic market structures. A stronger emphasis on relationship management as part of business strategy enables managers to manage uncertainty better. Interestingly, increased information does not decrease the perception of uncertainty, but creates more uncertainty. As logistics is the function often involved with both information and relationship management within the supply chain, it may prove to be invaluable in helping firms succeed in this dynamic environment. Our research also found support for the application of transaction cost analysis and the resource dependence theory in explaining interorganizational relationship formation in e‐commerce.
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Adam J. Marquardt, Susan L. Golicic and Donna F. Davis
The purpose of this paper is to conduct an exploratory study of the branding of business‐to‐business (B2B) services, specifically examining the commodity‐like logistics services…
Abstract
Purpose
The purpose of this paper is to conduct an exploratory study of the branding of business‐to‐business (B2B) services, specifically examining the commodity‐like logistics services industry.
Design/methodology/approach
The paper is of a multiple‐methods research design.
Findings
Managers should first strive to develop compelling and differentiated value propositions associated with their B2B service brands. They should then invest in communicating their brands' value to internal and external audiences. Finally, they should commit resources to ensure consistent and favorable customer experiences with the brand. These three steps influence the strength of the brand, which comprises brand awareness and brand meaning.
Practical implications
B2B service firms in commodity‐like industries such as the logistics service industry cannot rely on differences in product attributes to develop brand meaning. Rather, they should focus on developing distinctive customer experiences with the brand by encouraging meaningful employee‐customer interactions. Such differentiated value propositions based on superior customer experiences build brand awareness and enhance the brand's meaning with current and prospective customers, thereby increasing brand equity.
Originality/value
Knowledge of branding practices in B2B service contexts is limited. This research addresses this knowledge gap.