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This study aims to examine the marketing/R&D relationship under different relative dependence situations. Specifically, its basic objective is to analyse if the effect that the climate between these departments exerts on new product development performance is moderated by the dependence perceived by these areas.

The interfunctional climate was measured through six key variables of relationship marketing: cooperation, communication, trust, commitment, social satisfaction and conflict. To do this, the R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) was been obtained.

The results derived from a multisample analysis allow the conclusion that in those situations of high dependence the creation of a satisfactory climate is specially important for the development of affective bonds, such as trust and commitment among the functional areas.

The novelty of the research lies in the use of the relationship marketing approach to investigate industrial intra‐functional relationships and their influence on a new product performance. Furthermore, the inclusion of dependence as a possible moderator of that influence represents an added value of the study.

The purpose of the present study is to analyze the role the existing trust between marketing and R&D plays on a new product development performance. As trust determining factors four key variables of relationship marketing have been considered: satisfaction, cooperation, communication and conflict.

The R&D directors of 178 Spanish innovative firms were surveyed. A sample of 345 products (177 successes and 168 failures) were obtained. To estimate the model proposed a structural equation analysis was used.

The success of an innovation is especially favored by the existence of affective bonds among the participants. In this respect, the existing trust between marketing and R&D, directly, and the satisfaction of the areas with the relationship, indirectly through the former, are essential determinants of a new product performance.

The novelty of the research lies in the use of relationship marketing approach to investigate intra‐functional relationships and their influence on a new product performance.

A significant amount of work has been done on new product development (NPD); however, studies on the flexibility aspect in NPD are scant. This study aims to investigate the relationship between NPD flexibility and five infrastructural factors, namely, marketing and manufacturing integration practices (MMIPs), advanced human resource practices (AHRPs), supplier integration practices (SIPs), operational improvement practices (OIPs) and advanced manufacturing technologies (AMTs).

The study applies a questionnaire-based survey approach to examine the proposed relationships between different variables and NPD flexibility. Using a 39-item questionnaire, 262 valid and usable responses were collected from Indian manufacturing firms. Data were analysed using principal component analysis and confirmatory factor analysis. Further, structural equation modelling was applied to examine the contribution of different infrastructural factors to NPD flexibility.

In light of the empirical evidence produced in this study, the study suggests that MMIPs, AHRPs, SIPs, OIPs and AMTs have a direct, positive and significant influence on NPD flexibility. Among all the predictors, SIPs are the strongest predictor of NPD flexibility, followed by OIPs and AMTs.

The findings extend prior studies of NPD by broadening the theory related to NPD flexibility. Practitioners should take a macro approach and focus on several practices to enhance flexibility in NPD.

Unlike earlier studies that provide limited empirical evidence on NPD flexibility and deal with the concept in isolation, this empirical study applies a systematic approach to understand factors influencing NPD flexibility.

This paper aims to investigate interfunctional coordination (IC) in a B2B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC.

Following a qualitative methodology, three studies have been integrated: Study 1 (focus group with 5 participants), Study 2 (31 in-depth interviews with top executives) and Study 3 (online focus group with 9 experts).

One finding is that digitalization is the main driver for IC and can be considered strategic. Other findings show that digitalization can enhance IC, but it was also found that digitalization can have negative side effects on IC.

This study contributes to the understanding of the importance of digitalization on IC and also contributes to the conceptualization of IC as a dynamic capability.

This paper evaluates how the intention to develop webrooming or showrooming behaviour is affected by both the perceived usefulness and the perceived ease-of-use, as well as by the consumer's personal predisposition to exploratory information seeking and acquisition.

The fashion retailing environment is more omni-channel than ever before. The two predominant omni-channel behaviours are webrooming and showrooming. Taking as its basis the technology acceptance model (TAM) and the concept of exploratory consumer behaviour.

The results obtained from a sample of 847 apparel shoppers (462 webroomers and 385 showroomers) show that the higher perception of the usefulness and ease-of-use of omni-channel buying processes, the higher the intention to develop both webrooming and showrooming behaviours. Additionally, the perceived ease-of-use exerts an additional indirect effect on the intention of developing these omni-channel behaviours through perceived usefulness. Finally, exploratory information seeking and acquisition have a relevant influence on webrooming intentions, but not on showrooming.

The authors’ research contributes to the literature on consumer behaviour in the fashion sector by testing a model to explain the intentions of individuals to adopt webrooming and showrooming, incorporating different psychographic variables linked to the use of ICT and the development of an exploratory consumer behaviour.

Customer journey is more omnichannel than ever. Currently, one of the most influential omnichannel behaviors is research shopping in its two predominant forms: webrooming and showrooming. The purpose of this study is to determine the possible moderating effect of each of these behaviors from a cognitive-affective perspective.

The proposed theoretical framework was applied to a sample of 636 mobile phone users.

The results indicated that research shopping moderated the intensity of the relationship between emotions and perceived value and between emotions and satisfaction. The analysis of the moderating effect of each concrete type of research shopping behavior indicated that negative emotions had a more intense negative effect on perceived value and satisfaction in the case of webrooming than in the case of showrooming.

This study focused on determining the possible moderating effect of research shopping vs one-stop shopping and webrooming vs showrooming on the intensity of the relationship between emotions, perceived value and satisfaction, considering determining factors of customer engagement to retailers (Han and Jeong, 2013). To achieve this objective, the authors performed a quantitative research in the Spanish market, choosing mobile phones as a reference product. The results will contribute to the current state of omnichannel retailing research by the analysis – through a cognitive-affective approach – of the consequences that research shopping and each of its two basic types (webrooming and showrooming) have on retailers.

El proceso de compra de los clientes es más omnicanal que nunca. En la actualidad, uno de los comportamientos de compra omnicanal más influyentes es el denominado research shopping en sus dos formas predominantes: el webrooming y el showrooming. El objetivo principal de este estudio es determinar el posible efecto moderador de cada uno de estos comportamientos desde una perspectiva cognitivo-afectiva.

El marco teórico propuesto se aplicó a una muestra de 636 usuarios de teléfonos móviles. Asimismo, se realizó un análisis multigrupo para comparar si existen diferencias entre los consumidores que realizan research shopping y los compradores unicanal, así como entre los webroomers frente a los showroomers.

Los resultados muestran que la conducta research shopping modera la intensidad de la relación entre las emociones y el valor percibido, y entre las emociones y la satisfacción. El análisis del efecto moderador de cada tipología concreta de research shopping evidencia que, en el caso del webrooming, las emociones negativas tienen un efecto negativo sobre el valor percibido y sobre la satisfacción más intenso que en el caso del showrooming.

Este estudio contribuye al estado actual de la investigación sobre la estrategia omnicanal mediante el análisis −a través de un enfoque cognitivo-afectivo− de las consecuencias que el research shopping y cada una de sus dos tipologías básicas (webrooming y showrooming) tienen para los minoristas.

Research shopping, Webrooming, Showrooming, Emociones, Valor percibido, Satisfacción

Trabajo de investigación

Analyses the training demand in the retail sector based on the study of a representative sample of small‐sized retailers. By means of probit models a set of hypotheses developed from the basic assumptions of the human capital theory are tested. Four models of training demand are considered: probability of attending a training course in the near future, probability of having attended in the past, probability of being willing to follow multimedia and correspondence courses, and probability of repeating the experience of attending another training course in the near future. In particular, we determined how the retailer’s age, sex, educational level and the business sector, location and size, the quality of training previously received, the suitability of the costs and scheduling of the training courses, among other variables, significantly influence the probability of small‐sized retailers attending training courses.

The purpose of this paper is to address a theoretical and methodological framework to validate a model for explaining social responsibility in cooperative societies.

A qualitative methodology based on the assessment and agreement of an expert panel has been used. More exactly, a Delphi technique will help achieve agreement about the set of indicators previously defined and to get a single and agreed definition.

The results consist of a consensus scale for each variable of the proposed model. This unanimity in the opinions about the final result will be the basis for further quantitative treatment of the proposed conceptual model.

Limitations derive from the initial state of the study and the need to practical analysis.

Cooperative societies could have a way to analyze their position related to social responsibility. In general, contributions to social responsibility have improved, in particular, in the field of these entities.

The paper contributes to properly measure the variables of the conceptual model. The main variable of analysis, called Orientation to Social Responsibility in Cooperatives (OSRCOOP), is not directly observable, and it is necessary to measure it through a set of indicators. Likewise, with the other strategic variables with which OSRCOOP is related to the model proposed (member satisfaction, innovation, quality of service and cooperative outcome or performance).

The development of the short food supply chain (SFSC) is one of the issues of the current agri-food systems. Consumers are re-connecting the food they eat with the farming process and are increasingly asking for fresh, seasonal and traceable food products from known producer source. The purpose of this paper is to analyse consumers’ opinions towards the SFSC and willingness to pay (WTP) for local honeys in Mar del Plata, Argentina before and after a hedonic evaluation test.

In an incentive compatible approach, using real purchasing scenarios, two non-hypothetical discrete choice experiments were applied, accounting for the impact of the SFSC understanding and hedonic evaluation on consumers’ WTP.

Results showed that consumers’ WTP, a premium for local honey products, is conditioned to specific quality cues and the global sensory acceptance. Consumers with high level of agreement with the social and environmental roles of the SFSC were more quality demanding and exhibited higher WTP towards the locally produced honeys. The development of local market by re-connecting producers and consumers, allowing for in-site tasting, has a strong implication for the structure of the honey added-value chain due to the potential role that may play in satisfying consumers’ preference and needs.

The authors measured consumers’ opinions towards the SFSC and analyse their impact on consumer WTP for honey product by including real purchasing scenarios and hedonic evaluation test, to reduce the hypothetical bias of the traditional surveys. Questionnaires were completed in a controlled laboratory environment for with real product and real money.

The purpose of this paper is to analyse the important role of training (specifically, training relevance and training transfer) in enhancing franchisor-franchisee relationship satisfaction, and its influence upon customer performance (e.g., customer satisfaction, quality service), all driven by an internal marketing (IM) culture.

An empirical study consisting of a questionnaire was conducted on a final sample of 157 individuals who are members of the franchise system. Structural equation modelling (SEM) was used to test the research hypotheses.

The results reveal that IM culture has a direct influence on training relevance; likewise, training relevance provides a positive and significant effect on training transfer, which does directly affect franchisor-franchisee relationship satisfaction and at least also impacts indirectly on customer performance.

In order to ensure the success of the franchise system and customer satisfaction, all franchise parties should take a proactive role in the configuration of the training programmes. This proactive role should be conformed based on an IM culture developed properly by the franchise to strengthen a successful long-term relationship.

This paper provides an innovative approach to strengthen the franchisor-franchisee relationship through training based on the IM culture. This exploratory study integrates different theoretical frameworks that, to our knowledge, have not been linked, such as IM culture and franchise literature, considering the franchisee as an internal customer who has an influence on external customer satisfaction, with training and training transfer as essential key factors.