Ed J. Nijssen and Karin F.M. Lieshout
Despite the large number of new product models and methodsavailable to improve the success rate of new products, empiricalevidence proves that only a few companies actually use…
Abstract
Despite the large number of new product models and methods available to improve the success rate of new products, empirical evidence proves that only a few companies actually use them. This seems rather strange because today the pressure on companies to improve their new product development is high. A bottle‐neck may be the extent to which companies are aware of these models and methods. Companies may also have abandoned their use already. To investigate this, gathers empirical data from 75 industrial companies in The Netherlands. Results show that many companies are actually aware of these models and methods. However, they often do not know them by name. The average penetration level is about 30 per cent and the models and methods are used in an unfocused and less formal manner. The level of satisfaction with the performance of most models and methods is high. Furthermore, a positive relationship between the degree of use of models/methods and company′s gross profits exists.
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A survey of current work on database systems is presented. The area is divided into three main sectors: data models, data languages and support for database operations. Data…
Abstract
A survey of current work on database systems is presented. The area is divided into three main sectors: data models, data languages and support for database operations. Data models are presented as the link between the database and the real world. Languages range from formal algebraic languages to attempts to use a dialogue in English to formulate queries. The support includes hardware for content addressing, database machines and software techniques for optimizing and evaluating group expressions. Mathematical models are used to organize this support. Throughout there is a tutorial component and evaluation, which in both cases is related to the application of database ideas to documentation.
Nayyer Naseem, Swati Verma and Attila Yaprak
The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of…
Abstract
Purpose
The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.
Methodology/findings
As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.
Research/practical/social implications
Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.
Originality/value
Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.
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Kayhan Tajeddini, Ulf Elg and Pervez N. Ghauri
The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature…
Abstract
Purpose
The purpose of this study is to assess the effect of three key inter-firm orientations often regarded as central and challenging capabilities within the marketing literature namely (i) market orientation, (ii) entrepreneurial orientation and (iii) brand orientation and their effects on the business performance of a focal international SME.
Methodology/approach
The study is based upon a sample of 104 Swiss international firms and a questionnaire is used to capture their inter-firm marketing collaborations. Existing, well-established scales for market, brand, and entrepreneurial orientation were used and modified to capture the inter-firm dimension. The data was analysed using regression analysis.
Findings
Inter-firm market and entrepreneurial orientation have a significant positive influence of both market and financial performance. However, no significant impact was found for inter-firm brand orientation.
Originality/value
We show that collaboration within the marketing area is of critical importance for international SME in order to enhance their performance. Dealing with the increasing complexity and uncertainty in the global environment, we argue that international SMEs are especially dependent on improving their marketing collaborations in order to strengthen their competitive advantage. One main contribution is also to conceptualize and operationalize inter-firm marketing collaborations into a measurable empirical phenomenon, including scales that can also be used by other researchers in future studies.
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The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with…
Abstract
Purpose
The current study builds on social identity theory and realistic conflict theory aims to identify the relationships amongst consumers' ethnocentrism, animosity, discomfort with differences – a factor of universal-diverse orientation (UDO) – and reluctance to purchase German (RELG) and French automobiles (RELF) in the Turkish automobile market which is dominated by foreign brands.
Design/methodology/approach
Empirical data were collected via face-to-face surveys from 400 respondents in the emerging market Turkey. Structural equation modelling was employed to examine the direct and indirect effects between the variables.
Findings
The main predictors of the RELG are consumer ethnocentrism, discomfort with differences and economic animosity towards Germany, respectively. Furthermore, RELF in the Turkish market is positively affected by consumer ethnocentrism, war animosity towards France and discomfort with differences, respectively. Discomfort with differences mediates the relationship between consumer ethnocentrism and RELG and RELF.
Practical implications
International collaborations with local manufacturers have huge strategic impacts when establishing reliable relationships with Turkish consumers. Foreign companies can initiate socially responsible projects that will relay the message of similarities between cultures to decrease perceived cultural differences. Highlighting the similarities of Turkish consumers with a foreign company in promotional campaigns will be much beneficial.
Originality/value
Despite there are many studies regarding antecedents and consequences of consumer ethnocentrism, extant research overlooks the effect of animosity on this concept. Additionally, studies examining UDO in the marketing literature are scarce. This paper integrates UDO, consumer ethnocentrism, animosity and reluctance to purchase foreign products in one study.
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Hank C. Alewine and Timothy C. Miller
This study explores how balanced scorecard format and reputation from environmental performances interact to influence performance evaluations.
Abstract
Purpose
This study explores how balanced scorecard format and reputation from environmental performances interact to influence performance evaluations.
Methodology/approach
Two general options exist for inserting environmental measures into a scorecard: embedded among the four traditional perspectives or grouped in a fifth perspective. Prior balanced scorecard research also assumes negative past environmental performances. In such settings, and when low management communication levels exist on the importance of environmental strategic objectives (a common practitioner scenario), environmental measures receive less decision weight when they are grouped in a fifth scorecard perspective. However, a positive environmental reputation would generate loss aversion concerns with reputation, leading to more decision weight given to environmental measures. Participants (N=138) evaluated performances with scorecards in an experimental design that manipulates scorecard format (four, five-perspectives) and past environmental performance operationalizing reputation (positive, negative).
Findings
The environmental reputation valence’s impact is more (less) pronounced when environmental measures are grouped (embedded) in a fifth perspective (among the four traditional perspectives), when the environmental feature of the measures is more (less) salient.
Research limitations/implications
Findings provide the literature with original empirical results that support the popular, but often anecdotal, position of advocating a fifth perspective for environmental measures to help emphasize and promote environmental stewardship within an entity when common low management communication levels exist. Specifically, when positive past environmental performances exist, entities may choose to group environmental performance measures together in a fifth scorecard perspective without risking those measures receiving the discounted decision weight indicated in prior studies.
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Paolo Guenzi and Edwin J. Nijssen
Value-based selling (VBS) is increasingly a key success factor in business to business (B2B) settings, but its relationship with digital solutions selling (DSS) has not been…
Abstract
Purpose
Value-based selling (VBS) is increasingly a key success factor in business to business (B2B) settings, but its relationship with digital solutions selling (DSS) has not been explored. This study aims to develop a motivation-opportunity-ability (MOA)-based model that shows how an individual salesperson’s task-specific motivation to implement DSS affects personal capabilities to engage in DSS-related internal coordination, customer networking and ultimately VBS behavior. The authors also account for the supervisor’s DSS-focused behavioral control as the opportunity variable, potentially influencing all other variables in the framework.
Design/methodology/approach
The authors test the model and hypotheses using data of 178 salespeople from a B2B company growing its digital solutions business. Path modeling and SmartPLS software are used to estimate the model.
Findings
The results demonstrate the key importance of DSS implementation motivation to implement VBS. The findings emphasize the mediating role of salespeople’s ability to collaborate with colleagues and engage in customer networking to configure the right idiosyncratic digital solutions and demonstrate these solutions’ economic value. Supervisors have a fundamental role in directly and indirectly stimulating DSS motivation, DSS-related customer networking ability and VBS.
Research limitations/implications
The study has several limitations. The authors examined a single company. In addition to internal coordination and customer networking, other relevant abilities of salespeople could be considered as mediators between DSS and VBS. Similarly, other opportunity factors may be analyzed in the future, such as supervisors’ risk orientation and ability to stimulate team spirit. Future research could also investigate other salespeople’s individual talents and additional organizational support variables that predict a salesperson’s behavioral and outcome performance in DSS and VBS.
Practical implications
Companies willing to adopt VBS should acquire, develop and retain salespeople characterized by strong motivation to implement DSS. Supervisors should adopt a DSS-focused behavioral control, and companies should support supervisors through appropriate training on how to manage detailed feedback to salespeople constructively and sales performance management systems that systematically track DSS-related sales force activities and results. Companies should also facilitate DSS-related teamwork, for example, through team incentives, and DSS-related customer networking, for instance, through appropriate sales enablement platforms and tools.
Originality/value
The research addresses the communalities and differences between solutions selling and VBS, suggesting a causal relationship. While prior research has analyzed solutions and value mainly as corporate strategies at the organizational level, the current study considers implementation at the individual salesperson level. The study focuses on digital solutions, which are more uncertain and complex to sell than traditional solutions.
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Edwin J. Nijssen and Ruud T. Frambach
This research investigates (1) the share of new product development (NPD) research services in market research (MR) companies’ turnover, (2) MR companies’ awareness and use of NPD…
Abstract
This research investigates (1) the share of new product development (NPD) research services in market research (MR) companies’ turnover, (2) MR companies’ awareness and use of NPD tools and the modifications made to these NPD tools, and (3) MR company managers’ perceptions of the influence of client use of commissioned NPD research on client NPD performance. The results from a sample of 35 Dutch and Belgium MR companies show that NPD research is a major growth area. MR companies mainly use qualitative research and focus on marketing‐mix and product optimization services. A moderate awareness and use of NPD tools exists, although major differences between tools exist. In over 75 percent of all cases MR companies have adjusted the NPD tools they use. Especially customization and standardization of the tools have taken place. Analyzing the relationship between the level of use of commissioned NPD research and client NPD performance, no significant main effect is found. However, a positive effect exists between the use of MR companies’ services and NPD performance for firms that specifically aim to solve NPD problems and/or increase their NPD success.