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Article
Publication date: 14 November 2016

Lars Bergkvist

This paper aims to offer a comment on Rossiter’s C-OAR-SE article and suggests future developments for the practical application of C-OAR-SE that would promote its usage and…

825

Abstract

Purpose

This paper aims to offer a comment on Rossiter’s C-OAR-SE article and suggests future developments for the practical application of C-OAR-SE that would promote its usage and acceptance among marketing scholars.

Design/methodology/approach

This is a theoretical paper.

Findings

The paper identifies challenging steps in the practical application of C-OAR-SE and suggests that these can be overcome by developing detailed guidelines.

Research limitations/implications

Improving marketing measurement practice is of importance to marketing scholars.

Originality/value

The paper suggests how measure development could be structured in a manner that would reduce the subjective element of content validity assessment.

Details

European Journal of Marketing, vol. 50 no. 11
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 3 January 2020

Dirk C. Moosmayer, Muhammad Dan-Asabe Abdulrahman, Nachiappan Subramanian and Lars Bergkvist

Remanufacturing is the only end-of-life (EOL) treatment process that results in as-new functional and aesthetic quality and warranty. However, applying mental model theory, the…

1194

Abstract

Purpose

Remanufacturing is the only end-of-life (EOL) treatment process that results in as-new functional and aesthetic quality and warranty. However, applying mental model theory, the purpose of this paper is to argue that the conception of remanufacturing as an EOL process activates an operational mental model (OMM) that connects to resource reuse, environmental concern and cost savings and is thus opposed to a strategic mental model (SMM) that associates remanufacturing with quality improvements and potential price increases.

Design/methodology/approach

The authors support the argument by empirically assessing consumers’ multi-attribute decision process for cars with remanufactured or new engines among 202 car buyers in China. The authors conduct a conjoint analysis and use the results as input to simulate market shares for various markets on which these cars compete.

Findings

The results suggest that consumers on average attribute reduced utility to remanufactured engines, thus in line with the OMM. However, the authors identify a segment accounting for about 30 per cent of the market with preference for remanufactured engines. The fact that this segment has reduced environmental concern supports the SMM idea that remanufactured products can be bought for their quality.

Research limitations/implications

A single-country (China) single-brand (Volkswagen) study is used to support the conceptualised mental models. While this strengthens the internal validity of the results, future research could improve the external validity by using more representative sampling in a wider array of empirical contexts. Moreover, future work could test the theory more explicitly.

Practical implications

By selling cars with remanufactured engines to customers with a SMM that values the at least equal performance of remanufactured products, firms can enhance their profit from remanufactured products. In addition, promoting SMM enables sustainable business models for the sharing economy.

Originality/value

As a community, the authors need to more effectively reflect on shaping mental models that disconnect remanufacturing from analogies that convey inferior quality and performance associations. Firms can overcome reduced utility perceptions not only by providing discounts, i.e. sharing the economic benefits of remanufacturing, but even more by increasing the warranty, thus sharing remanufacturing’s performance benefit and reducing consumers’ risk, a mechanism widely acknowledged in product diffusion but neglected in remanufacturing so far.

Details

International Journal of Operations & Production Management, vol. 40 no. 2
Type: Research Article
ISSN: 0144-3577

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Article
Publication date: 18 April 2017

Elina Jaakkola, Thomas Meiren, Lars Witell, Bo Edvardsson, Adrienne Schäfer, Javier Reynoso, Roberta Sebastiani and Doris Weitlaner

The extant new service development (NSD) literature tends to assume that the key practices for NSD identified in one context apply for all services, and has failed to sufficiently…

2931

Abstract

Purpose

The extant new service development (NSD) literature tends to assume that the key practices for NSD identified in one context apply for all services, and has failed to sufficiently consider differences in NSD between service types. The purpose of this paper is to explore the nature of NSD across different service types.

Design/methodology/approach

An extensive, cross-sectoral survey was conducted in seven countries. Data from 1,333 NSD projects were analyzed to empirically derive a service typology and examine if and how different types of services vary in terms of NSD resources, practices, methods, and results.

Findings

Based on six service characteristics, the study identifies four service types: routine-intensive, technology-intensive, contact-intensive, and knowledge-intensive services. The study also identifies specific NSD resources, practices, methods, and results that are prevalent across the service typology. The evidence indicates that the use of advanced practices and methods differs dramatically between service types.

Practical implications

The paper enables practitioners to expand their current understanding on NSD by providing insights into the variability of NSD across service types. The results suggest that either service-type-specific models or a configurable model for NSD should be developed.

Originality/value

This study provides one of the first empirically derived service typologies for NSD. The study demonstrates that NSD resources, practices, methods, and results differ across service types, thereby challenging the “one size fits all” assumption evident in current NSD research.

Details

Journal of Service Management, vol. 28 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 14 January 2019

Heleen De Goey, Per Hilletofth and Lars Eriksson

The concept design-driven innovation focuses on innovating product meanings. It has been studied from a variety of perspectives and contexts since the early 2000s. However, a…

2267

Abstract

Purpose

The concept design-driven innovation focuses on innovating product meanings. It has been studied from a variety of perspectives and contexts since the early 2000s. However, a complete overview of the literature published in this area is currently missing. The purpose of this study is to provide a comprehensive understanding of how design-driven innovation contributes to value creation in product development.

Design/methodology/approach

In this systematic literature review, 57 papers and book chapters that cover design-driven innovation were identified and analyzed. An iterative coding process was followed to derive five facets of design-driven innovation that contribute to value creation.

Findings

Design-driven innovation creates value by focusing on the intangible values of products. The following five facets of design-driven innovation that contribute to value creation were identified: development of new product meanings, knowledge generation, actors and collaborations, capabilities and process. These facets and their interrelations are presented in a theoretical framework.

Practical implications

The main practical implication of this study is that it is now clear that the five facets of design-driven innovation are interrelated and reinforce each other. Therefore, companies need to approach design-driven innovation from a holistic perspective.

Originality/value

This paper contributes to theory by presenting the theoretical framework that provides an overview of available knowledge and that creates a context for future research.

Details

European Business Review, vol. 31 no. 1
Type: Research Article
ISSN: 0955-534X

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