Frederik B.I. Situmeang, Mark A.A.M. Leenders and Nachoem M. Wijnberg
The purpose of this paper is to study the relationship between changes in relative influence between marketing and R&D and new product performance (NPP). The aim is to theorize…
Abstract
Purpose
The purpose of this paper is to study the relationship between changes in relative influence between marketing and R&D and new product performance (NPP). The aim is to theorize and test whether relative influence changes are beneficial for NPP.
Design/methodology/approach
An international survey was sent out to pharmaceutical companies worldwide, resulting in 106 usable questionnaires from knowledgeable senior managers. A model is estimated that relates recent and historic changes in relative influence to NPP.
Findings
There is a positive relationship between recent relative influence changes and subsequent NPP. Moreover, this paper finds that having a history of adaptation with respect to relative influence can serve organizations to build up capabilities that, in turn, strengthen the positive effects of recent relative influence changes on NPP. Finally, the paper shows that relative influence changes and integration between marketing and R&D positively affect NPP jointly.
Originality/value
A core finding, that is quite counterintuitive, is that instability with respect to relative influence changes can help organizations to become more competitive in new product development.
Details
Keywords
Bram Kuijken, Mark A.A.M. Leenders, Nachoem M. Wijnberg and Gerda Gemser
Producers and consumers – who represent opposing sides of the market – have different frames of reference, which may result in differences in classification of the same products…
Abstract
Purpose
Producers and consumers – who represent opposing sides of the market – have different frames of reference, which may result in differences in classification of the same products. The authors aim to demonstrate that “classification gaps” have a negative effect on the performance of products and that these effects play a role in different stages of consumers’ decision process.
Design/methodology/approach
The data collection consisted of three comprehensive parts covering production and consumption in the music festival market in The Netherlands. The first part focused on festival organizers who were asked to classify their own music festival in terms of musical genres. In total, 70 festival organizers agreed to participate. The second part measured the genre classification of 540 consumers. In the third part, the authors interviewed 1,554 potential visitors of music festivals in The Netherlands about their awareness of the festival and if they considered visiting or actually visited the festival.
Findings
This paper provides empirical evidence that a classification gap between the production side and the consumption side of the market has negative effects on music festival performance. In addition, the authors found that this is in part because of lower activation of potential consumers in the marketplace.
Practical implications
An important practical implication of this study is that – in general – producers should be aware that classification gaps can occur – even if they are sure about the classification of their products – and that this can have serious consequences. The category membership of products is often seen as a given, whereas it cannot be assumed that the classification perceived by different economic groups is the same – as demonstrated in this paper.
Originality/value
This paper demonstrates that a fundamental – but understudied – disconnect between the two opposing sides of the market (i.e. producers and consumers) regarding the classification of the same products can have negative effects on performance of these products.
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Frederik B.I. Situmeang, Mark A.A.M. Leenders and Nachoem M. Wijnberg
The purpose of this paper is to contribute to the marketing literature and practice by examining the relationship between evaluations of past editions in a series and the success…
Abstract
Purpose
The purpose of this paper is to contribute to the marketing literature and practice by examining the relationship between evaluations of past editions in a series and the success of a sequel.
Design/methodology/approach
A set of hypotheses was developed, guided by the theory of reasoned action, that state under what conditions past edition evaluations are more strongly related to sequel success. Data obtained from video game aggregator Web sites are used to test the hypotheses by means of a two-stage model estimation.
Findings
Past evaluations of previous editions are related to sequel success. High variability among evaluations of past editions seems to be a negative weighting factor regarding the impact that past evaluations have on sequel buying. The relationship between consumer evaluations of past editions and sales of the sequel is more positive if there is a large community of users and if the product is consumed socially.
Research limitations/implications
This study pertains to the strategic marketing of sequentially released products and provides new insight into whether and how past evaluations carry over from past editions in the series to the latest sequel.
Practical implications
This study helps marketing managers to better manage sequels and use evaluations of earlier editions to assess the potential of a sequel.
Originality/value
The paper explores the carry-over mechanism between earlier editions of a product and later sequels by studying evaluations of earlier editions in the series. It highlights the impact of variability of evaluations in the series as well as other factors, including whether the product is consumed individually or socially.
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Joeri Mol, Ming Ming Chiu and Nachoem Wijnberg
The purpose of this paper is to investigate new entry as a process of organizational change against the background of the digital revolution in the music industry.
Abstract
Purpose
The purpose of this paper is to investigate new entry as a process of organizational change against the background of the digital revolution in the music industry.
Design/methodology/approach
The study analyzes questionnaire data gathered from 131 companies active in the Dutch music industry that collectively engaged in 215 new entries in the wake of the introduction of new information and communication technologies.
Findings
The most salient finding concerns a strong positive relationship between financial performance and having access to the dominant set of institutional gatekeepers, i.e. radio DJs.
Originality/value
This investigation prompts rethinking the concept of new entry, highlighting the importance of the institutional context in which it takes place. Beyond entry modes and new entry motivations, special consideration is given to specific resources that grant new entrants access to institutional gatekeepers because they are key predictors of performance upon new entry.