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Article
Publication date: 22 February 2013

Shashi Shekhar Mishra and K.B. Saji

The purpose of this paper is to empirically validate the moderating roles of organizational inertia and project duration in the new high‐tech product development process.

1022

Abstract

Purpose

The purpose of this paper is to empirically validate the moderating roles of organizational inertia and project duration in the new high‐tech product development process.

Design/methodology/approach

The study methodology involved two phases, viz. exploratory and descriptive. The exploratory phase, with the support of a focused literature survey, has resulted in a theoretical framework, which got later validated through the survey based empirical phase.

Findings

The study results suggest that organizational learning and absorptive capacity could trigger a firm's technology acquisition intent, which in turn could increase the firm's propensity to new product commercialization. Contrary to the authors' hypothesis, the study results did not support firm size as an antecedent to the firm's technology acquisition intent. Further, while the project duration is found to negatively moderate the technology acquisition intent to new product commercialization relationship, the study results did not support the moderating effect of organizational inertia on the same.

Practical implications

The study findings suggest that segmenting technology market based on firm size may not be an appropriate marketing strategy; instead organizational factors, viz. organizational learning and absorptive capacity, should be taken as the basis of high‐tech market segmentation. Further, the study has provided the much needed empirical support to the new high‐tech product development process by explaining the moderating effects of organizational inertia and project duration on the relationship between technology acquisition intent and new product commercialization.

Originality/value

The present study is one among those rare empirical investigations that explained the role of organizational variables in the new high‐tech product development process. In addition, the study provides the marketing practitioners the basis of segmentation for high technology markets.

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Article
Publication date: 22 March 2013

Shashi Shekhar Mishra and K.B. Saji

The purpose of this paper is first, to identify the institutional variables that influence the technology acquisition intent (TAI) in new high‐tech product development (NPD…

829

Abstract

Purpose

The purpose of this paper is first, to identify the institutional variables that influence the technology acquisition intent (TAI) in new high‐tech product development (NPD) process; second, to identify and confirm the consequence of TAI in the Stage‐Gate system of NPD process; and third, to validate the moderating role of Perceived Risk and Project Duration on the “TAI to new product commercialization (NPC) relationship” in the NPD process.

Design/methodology/approach

The research design for this generic study involved two phases: exploratory and descriptive. The theoretical framework emanated from the exploratory phase and is validated by conducting a global survey on 215 high‐tech product marketing firms.

Findings

The institutional variables – Dominant Design and Network Externalities – directly influence a firm's TAI that in turn leads to NPC. While the study confirms that the longer project duration negatively moderates to TAI to NPC relationship, no support was found for the influence of increased risk perception on the same.

Practical implications

The study explains the rationale for marketer's efforts toward dominant design and network externalities. Also, the NPD teams should be cautious about project duration, as uncertainty associated with longer project duration reduces the TAI, and thereby inhibits the successful NPC.

Originality/value

By empirically investigating the influence of institutional variables on a firm's TAI, the study significantly contributes to extant theories on NPD. Also, the study results have significant implications for high‐tech product marketing theory and practice in the context of emerging market economies.

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Article
Publication date: 22 February 2013

K.B. Saji and Shashi Shekhar Mishra

The purpose of this paper is to explain the role of firm resources and environmental variables for pursuing new product commercialization in high‐tech markets.

1289

Abstract

Purpose

The purpose of this paper is to explain the role of firm resources and environmental variables for pursuing new product commercialization in high‐tech markets.

Design/methodology/approach

The research design employed for the study consisted of both exploratory and descriptive phases. To begin with, a focused literature review was performed to develop a theoretical framework with seven research hypotheses, which was then empirically validated through a carefully executed survey conducted on the products managers of high tech firms.

Findings

The study results have supported six research hypotheses, viz. technology acquisition intent (TAI) to new product commercialization relationship, direct influence of dominant design, market heterogeneity, and network externalities on the firm's TAI relationship. The results of hierarchical regression analysis indicated that the “dominant design to TAI” and the “network externalities to TAI” relationships are significantly moderated by firm resources. However, the “market heterogeneity to TAI” relationship is found to be not moderated by firm resources.

Practical implications

Findings of the study have significant implications to extant product management theory and practice. The study highlights the most important environmental variables in high‐tech markets that act as antecedents to a firm's TAI and the effect of TAI on new product commercialization. Further, the study reveals the differential effects of these antecedent variables across firms owing to the varying levels of resource availability.

Originality/value

The paper reports the significant outcomes of an important study on product management that attempted to establish the linkages across environmental variables, firm resources, and firm's technology strategy in pursuing the new product commercialization.

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Article
Publication date: 22 February 2013

K.B. Saji

914

Abstract

Details

Journal of Product & Brand Management, vol. 22 no. 1
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 22 February 2013

Steven Isberg and Dennis Pitta

The purpose of this article is to describe a method of assessing brand equity quantitatively.

4116

Abstract

Purpose

The purpose of this article is to describe a method of assessing brand equity quantitatively.

Design/methodology/approach

The article describes an example of analysis using publicly available financial data to assess brand equity.

Findings

Brand equity measurement has been an elusive goal for product managers. While qualitative definitions are available, few studies have attempted to quantify a product or company's brand equity. Using financial analysis techniques focusing on return on equity and return on assets, the case examines the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand development, the traditional task of the brand manager, results in higher brand equity.

Research limitations/implications

As in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability.

Practical implications

The work illustrates a technique that a product/service manager may use to assess the brand equity effects of a marketing strategy.

Originality/value

The work describes a technique not widely publicized in the brand literature.

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Article
Publication date: 22 February 2013

Brian R. Kinard, Michael L. Capella and Greg Bonner

Using adaptation‐level theory as a conceptual framework, the purpose of this research is to determine what effect, if any, marketplace conditioning has on consumer price estimates…

2522

Abstract

Purpose

Using adaptation‐level theory as a conceptual framework, the purpose of this research is to determine what effect, if any, marketplace conditioning has on consumer price estimates and product evaluations.

Design/methodology/approach

A total of 475 subjects participated in two experiments that required them to read a scenario, evaluate a series of advertised products, and perform an aided price recall task.

Findings

The results suggest consumers are more likely to recall the correct price when more of the rightmost digits end in 0 or 9. Moreover, when prices are incorrectly recalled, consumers are likely to inadvertently assume prices end in commonly used rightmost digits (i.e. 5 and 9). Combined, the results demonstrate odd pricing effects are likely a result of marketplace price conditioning rather than truncation of rightmost digits as suggested by the analog model of numerical cognition.

Practical implications

Findings suggest that use of atypical rightmost digits in odd prices fails as a method to differentiate products in the mind of the consumer. This would explain the use of larger right ending digits by retailers in an effort to maximize profit without impacting consumer perceptions of quality, value, and purchase likelihood. In the absence of strong quality image effects, retailers are encouraged to continue the practice of setting prices with digits ending in 9.

Originality/value

A key theoretical implication of this study is that the underestimation heuristic based on leftmost digit processing fails to explain the results of the incorrectly recalled price estimates. As a result, adaptation‐level theory may provide a more robust explanation for odd pricing effects.

Details

Journal of Product & Brand Management, vol. 22 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 22 February 2013

Abhilash Ponnam and Jagrook Dawra

There is a lack of a framework that explicates how to determine the benefits that consumers desire from a product. The purpose of this article is to formulate a scientific…

2782

Abstract

Purpose

There is a lack of a framework that explicates how to determine the benefits that consumers desire from a product. The purpose of this article is to formulate a scientific procedure for discerning the benefits that consumers seek from a product. The authors term this procedure as visual thematic analysis (VTA). VTA procedure is illustrated through discerning the benefits of mainstream (non‐financial) English newspapers.

Design/methodology/approach

The focus group method was used to collect data. These data were analyzed using visual thematic analysis which involves using multiple investigators and multi‐dimensional scaling techniques in stages.

Findings

A total of 26 newspaper attributes combined to form eight distinct newspaper benefits namely ease of comprehension, journalistic values, critical insights, general news, entertainment, well‐being, classifieds and offers.

Practical implications

Obtained results may be used further: to segment the newspaper market based upon benefits sought, to position newspapers within the desired segment(s) and to fashion product mix in a way that appeals to the targeted segment(s).

Originality/value

This paper proposes a new method called “visual thematic analysis” for data reduction. One such application of VTA is “discerning product benefits” which is discussed in detail. Other applications of this technique that are mentioned in the paper are in the areas of data reduction when researcher confronts small sample size, data reduction of categorical variables and scale development.

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Article
Publication date: 22 February 2013

Bikram Jit Singh Mann and Mandeep Kaur

The paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables.

14223

Abstract

Purpose

The paper aims to analyze and compare the branding strategies used in the three sectors namely FMCG, services and durables.

Design/methodology/approach

Based on the literature review, a more comprehensive list of branding strategies is proposed. A content analysis of 600 randomly selected brands, 200 from each sector, is performed. The branding strategies used in the three sectors are explained and MANOVA is conducted to test the hypotheses about differences in the branding strategies across the three sectors.

Findings

The results reveal that the branding strategies vary across the three sectors. Single corporate brand strategy is predominantly used for durables and credence services. On the other hand, in case of FMCG and experience services, individual brand type endorsed by the corporate brand type is the most frequently used branding strategy. Thus, there is a trend towards corporate branding as corporate brand type is popular in all the sectors. Also, other than the single corporate brand strategy, as in case of durables and credence services, single brand type strategy is rarely used. For FMCG brands and experience services brands, companies are trying to leverage brand equity of two or more brand types.

Practical implications

The paper offers insights for designing branding strategies when branding a product/service. Brand managers may rely on corporate brand type when risk associated with a purchase is high, as in case of durables and credence services. However, when the risk associated is low, as in case of FMCG and experience services, individual brand type may be preferred, but at the same time, it should be endorsed by corporate brand type.

Originality/value

This study adds value to the growing body of literature on branding strategies by identifying a more comprehensive and simplistic list of branding strategies which is a major contribution of the paper. Further, this is one of a very few empirical studies on branding strategies and is a pioneering attempt to evaluate the branding strategies in the FMCG vis‐à‐vis services vis‐à‐vis durables sectors. It empirically substantiates that the three sectors are heterogeneous among themselves and homogeneous within themselves with respect to their branding strategies.

Details

Journal of Product & Brand Management, vol. 22 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 22 February 2013

Kalpana Chauhan and Anandan Pillai

The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on…

9880

Abstract

Purpose

The aim of this study is to attempt to understand the role of content strategy followed by leading higher education institutes in India which have created brand community on social media web sites to initiate and enhance customer engagement. The impact of content strategy variables – content type, posting agility, posting day and content context on number of likes and number of comments, which were manifest variables for customer engagement was assessed here.

Design/methodology/approach

This study follows a positivistic paradigm and employs case study research design. The data were collected by netnography method from brand communities on social networking web sites. The data were collected on a longitudinal basis for one year. Ten brand communities were tracked for the period and the analysis is based on total 1,440 posts made by brands during this period.

Findings

The content type and content agility were found to have significant impact on number of likes and comments, which were treated as manifest variables for customer engagement. The two‐way interaction indicated that content type and content context had significant impact on number of likes and comments.

Research limitations/implications

It is one of the first attempts to characterize the relationship between a firm's content strategy of its BC on social networking sites and the customer engagement. This study identifies various manifest variables for both the content strategy of the firm and the customer engagement.

Practical implications

This study would facilitate practicing community managers and content managers to understand and develop content strategy which would lead to desired customer engagement on brand communities created on social media.

Originality/value

With the application of this study's results, an organization should be able to avoid misuse of its social media marketing efforts, and should be able to focus on its content strategy, which maximises customer engagement on its brand community.

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Article
Publication date: 22 February 2013

Howard Forman and James M. Hunt

The purpose of this article is to assess managers' evaluation of risk associated with applicable uncontrollable forces when developing pricing strategies.

2339

Abstract

Purpose

The purpose of this article is to assess managers' evaluation of risk associated with applicable uncontrollable forces when developing pricing strategies.

Design/methodology/approach

The present study is based on attribution theory. An experiment using more than 100 business managers was conducted to assess the perceived risk of uncontrollable environmental factors.

Findings

The findings suggest that when uncontrollable environmental factors dominate pricing managers tend to select pricing strategies with external orientations to deflect risk away from themselves personally.

Research limitations/implications

This research is limited to pricing strategies and not a broader selection of marketing strategies. The present research provides greater insight as to why managers make certain strategic pricing decisions.

Practical implications

This paper suggests management should frame decision‐making contexts so that minimizing personal exposure is consistent with corporate goals and objectives.

Originality/value

This paper is an extension of previous research examining the managers' perception of risk. In particular, this paper focuses on how managers examine/evaluate risk and how that impacts their decision‐making process when selecting pricing strategies.

Details

Journal of Product & Brand Management, vol. 22 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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