This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are…
Abstract
This chapter provides an overview of the marketing strategy development process in the commercialization of breakthrough technologies. Important concepts and elements that are considered critical when developing market applications are presented with emphasis on three key decisions: target market selection, segmentation, and positioning. These strategic decisions will guide the more tactical considerations relating to the specific elements, or marketing mix, of the product’s marketing strategy. Marketing strategy development is a dynamic process that is impacted by many factors. This chapter highlights the dynamic nature of this process as well as providing insight as to the fundamental considerations in strategy formulation.
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Horace Melton and Michael D. Hartline
The study demonstrates that firms can effectively involve customers in new service development (NSD) to create radically innovative, high-performing new services. Prior research…
Abstract
Purpose
The study demonstrates that firms can effectively involve customers in new service development (NSD) to create radically innovative, high-performing new services. Prior research found no effect of customer involvement on radicalness in NSD programs, but the current study provides evidence that customer involvement in the design stage of NSD projects can increase the radical innovativeness of a new service.
Design/methodology/approach
Surveys from 160 firms captured information on the development process, participants and outcomes of recent service innovation projects. Direct effect and mediation hypotheses were tested using structural equation modeling.
Findings
Customer involvement in the NSD process increases the innovativeness of a new service when customers are involved in the design stage and when the influence is mediated by process complexity. Customer involvement in the development stage has no significant effect on service innovativeness. Process complexity also mediates the positive influence of frontline employee and cross-functional team involvement in the NSD process on service innovativeness.
Practical implications
To produce radically innovative new services, managers should: focus on customer involvement in the design phase and build an understanding of how the customer creates value-in-context, and use a detailed but flexible development process and provide extensive opportunities for interaction of customers, frontline employees and cross-functional teams throughout the NSD process.
Originality/value
The study draws on complexity theory to explain how a complex NSD process enhances participants’ creativity and learning and increases the innovativeness of a new service.
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Balaji C. Krishnan and Michael D. Hartline
While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services…
Abstract
While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services has yet to emerge. Most of what is known about brand equity for services is based on theoretical or anecdotal evidence. In addition, the presumed differences in brand equity associated with search‐dominant, experience‐dominant, and credence‐dominant services has yet to be empirically examined. The objectives of this study are threefold: to empirically test whether brand equity is more important for services than for tangible goods, to test whether the presumed differences in brand equity for search‐, experience‐, and credence‐dominant services can be confirmed in an empirical examination, and to assess whether consumer knowledge of a product category has an effect on the importance of brand equity across product types. Contrary to suppositions in the literature, the results indicate that brand equity is more important for tangible goods than for services. In addition, the results do not support the presumed differences between service types as brand equity for search‐dominant services is more important than for both experience‐ and credence‐dominant services. The same pattern of results is achieved when consumer knowledge of each product category is included as a covariate.
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Fong-Jia Wang, Weisheng Chiu, Kuo-Feng Tseng and Heetae Cho
In this study the authors examined the impact of employees' collaborative behaviours with colleagues and customers (i.e. employee–employee collaboration and employee–customer…
Abstract
Purpose
In this study the authors examined the impact of employees' collaborative behaviours with colleagues and customers (i.e. employee–employee collaboration and employee–customer collaboration) on their creative self-efficacy and service innovation from the perspective of service-dominant logic. The authors also examined the differences between frontline and non-frontline fitness service employees in our research model. This study aims to discuss the aforementioned objectives.
Design/methodology/approach
Participants were fitness-centre employees in Taiwan recruited via convenience sampling. A total of 410 participants completed our online survey, and the authors analysed the data using partial least squares structural equation modelling (PLS-SEM).
Findings
The authors found that collaboration with both colleagues and customers had a positive impact on employees' creative self-efficacy. Collaboration with colleagues directly affected service innovation, while collaboration with customers indirectly affected service innovation via creative self-efficacy. In addition, there was a significant difference between frontline and non-frontline employees in our research model. Specifically, the path from collaboration with customers to creative self-efficacy was stronger for frontline employees, and the path from creative self-efficacy to service innovation was stronger for non-frontline employees.
Originality/value
This study improves the understanding of the way in which different collaborative behaviours promote employees' creative self-efficacy and service innovation. Further, it is the first to identify the difference between frontline and non-frontline employees and it shows how the effects of collaborative behaviours differ between them in the context of fitness services.
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Michael K. Brady, Brian L. Bourdeau and Julia Heskel
The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship…
Abstract
Purpose
The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship between the level of intangibility and the importance of branding.
Design/methodology/approach
An exploratory study is employed using a scenario‐based repeated measures ANOVA design, wherein the degree of product intangibility is varied from high (mutual funds) to medium (hotels) to low (computers) through a survey distributed to 101 respondents.
Findings
The results support the position that intrinsic brand cues are more important for highly intangible service purchases (mutual funds) than for purchases that are more tangible (hotels and computers). The results also reveal that extrinsic brand cues are less important in purchase decisions of highly intangible services.
Research limitations/implications
This study answers a call for additional empirical research into the dynamics of services branding and its effects on consumer decision making.
Practical implications
This study provides managers with information about how to prioritize brand‐building activities.
Originality/value
This study fills an important gap in the services marketing literature by offering a rare empirical study on services branding. Furthermore, this study makes an important extension to the research of Krishnan and Hartline in their article, “Brand equity: is it more important in services?”by testing the effects of specific brand cues on consumer's purchase decisions. The findings are more in line with prior conceptual research on the importance of services branding than the results presented by Krishnan and Hartline.
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Tom Schultheiss, Lorraine Hartline, Jean Mandeberg, Pam Petrich and Sue Stern
The following classified, annotated list of titles is intended to provide reference librarians with a current checklist of new reference books, and is designed to supplement the…
Abstract
The following classified, annotated list of titles is intended to provide reference librarians with a current checklist of new reference books, and is designed to supplement the RSR review column, “Recent Reference Books,” by Frances Neel Cheney. “Reference Books in Print” includes all additional books received prior to the inclusion deadline established for this issue. Appearance in this column does not preclude a later review in RSR. Publishers are urged to send a copy of all new reference books directly to RSR as soon as published, for immediate listing in “Reference Books in Print.” Reference books with imprints older than two years will not be included (with the exception of current reprints or older books newly acquired for distribution by another publisher). The column shall also occasionally include library science or other library related publications of other than a reference character.
Lisa L. Brady, Marcus Credé, Lukas Sotola and Michael Tynan
Prior research has documented a generally positive relationship between employees’ standing on constructs that are commonly studied by positive psychologists and workplace…
Abstract
Prior research has documented a generally positive relationship between employees’ standing on constructs that are commonly studied by positive psychologists and workplace outcomes, such as job performance and retention. Constructs such as adaptability, empowerment, hope, optimism, and resilience are believed to reflect psychological resources that employees can draw upon when facing adversity and challenges in their work, while also reflecting a general tendency or disposition to experience positive emotions and engage with others in ways that reflect such positive emotions. As such, positive psychology constructs may be particularly important for performance in jobs characterized by high levels of social interaction, stress, and challenge. In order to explore the manner in which different positive psychology constructs are related to sales performance, this chapter presents findings from a meta-analytic investigation into the relationships between sales performance and a variety of positive psychology constructs. Findings based on data from 59 unique samples and 14,334 salespeople indicate that some positive psychology constructs exhibit moderate to even strong relationships with the performance of salespeople, although the strength of these relationships appears to have been substantially inflated by common-source bias. The authors discuss the implications of these findings for selection and training within sales occupations, and advance an agenda for future research.
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Ahmed Shahriar Ferdous, Michael Polonsky and David Hugh Blore Bednall
Frontline employees (FLEs) are a key source of competitive advantage for organizations and have a significant impact on the quality of customer–firm interactions. This study aims…
Abstract
Purpose
Frontline employees (FLEs) are a key source of competitive advantage for organizations and have a significant impact on the quality of customer–firm interactions. This study aims to use the stimulus-organism-response (S-O-R) model as a theoretical lens to examine whether internal communication (IC) (stimulus) evokes FLEs’ organizational identification (emotional) and job satisfaction (cognitive), and whether these in turn shape FLE customer-oriented behavior (response). The study also tested whether these mediated relationships are moderated by perceived communication formalization.
Design/methodology/approach
The hypothesized mediated and moderated effects were tested using data collected from a cross-sectional survey of 293 full-time salespeople working for a large general insurance company.
Findings
Both organizational identification and job satisfaction simultaneously mediate the relationship between IC and customer-oriented behavior. Perceived communication formalization was found to weaken the mediated relationship between IC and customer-oriented behavior, but only when this is via job satisfaction.
Research limitations/implications
This study has shown that where IC is positively viewed by FLEs, it can be leveraged as a key driver by organizations to evoke simultaneous positive emotional and cognitive reactions, leading to increased customer-oriented behavior.
Practical implications
This study informs both theory and practice related to effective IC among customer-contact FLEs.
Originality/value
The study shows how IC can simultaneously produce two simultaneous emotional and cognitive reactions leading to FLE customer-oriented behavior and how these mediated relationships can be moderated by perceived communication formalization. The study used the S-O-R model as the theoretical lens to test these relationships.
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Michael Olalekan Adeoti, Faridahwati Mohd Shamsudin and AlHamwan Mousa Mohammad
The purpose of the present study was twofold: (1) to examine the direct effect of the dimensions of opportunity (i.e. ethical climate and institutional policy) and dimensions of…
Abstract
Purpose
The purpose of the present study was twofold: (1) to examine the direct effect of the dimensions of opportunity (i.e. ethical climate and institutional policy) and dimensions of job pressure (i.e. workload and work pressure) on workplace deviance (i.e. organisational and interpersonal deviance) and (2) to assess the mediation of neutralisation in the relationship between the dimensions of opportunity, job pressure and workplace deviance.
Design/methodology/approach
The present study drew from the fraud triangle theory (FTT; Cressey, 1950) and the theory of neutralisation (Sykes and Matza, 1957) to achieve the research objectives. Survey data from 356 full-time faculty members in Nigerian public universities were collected. Partial least square-structural equation modelling (PLS-SEM) was employed to analyse the data.
Findings
The results indicated that opportunity and job pressure significantly affected workplace deviance. As expected, neutralisation was found to mediate the negative relationship between ethical climate and interpersonal deviance and the positive relationship between workload, work pressure and interpersonal deviance. Contrary to expectation, neutralisation did not mediate the relationship between opportunity, pressure and organisational deviance.
Research limitations/implications
The sample was drawn from academics in public universities and the cross-sectional nature of this study means that the findings have limited generalisations.
Practical implications
This study offers insights into the management of Nigerian public universities on the need to curb workplace deviance amongst faculty members. This study recommends that the management improve the work environment by enhancing the ethical climate and institutional policies and reviewing the existing workload that may constitute pressure to the faculty members.
Originality/value
The present study provides empirical support for the fraud triangle theory and theory of neutralisation to explain workplace deviance.