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Article
Publication date: 24 August 2010

Pilar Carbonell and Ana I. Rodríguez Escudero

It has been argued that innovation speed has been inappropriately absent in models of market orientation. The present study seeks to provide new insights into whether and how…

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Abstract

Purpose

It has been argued that innovation speed has been inappropriately absent in models of market orientation. The present study seeks to provide new insights into whether and how market orientation's three main components: intelligence generation, intelligence dissemination, and responsiveness affect innovation speed and new product performance, and about the mediating role of innovation speed.

Design/methodology/approach

Data were collected from a sample of 247 firms in a variety of manufacturing industries. A mail survey was developed to collect the data.

Findings

The results indicate that intelligence generation has an indirect positive effect on innovation speed via intelligence dissemination and responsiveness. Intelligence dissemination influences innovation speed positively, both directly and indirectly through responsiveness. Findings report a curvilinear (J‐shaped) relationship between responsiveness and innovation speed. With regard to the effect of the market orientation's components on new product performance, the findings indicate a positive relationship between responsiveness and new product performance. The parameter estimates for the direct paths linking intelligence generation and intelligence dissemination with new product performance were found to be not significant. Instead, the findings show that intelligence generation and intelligence dissemination influence new product performance indirectly through responsiveness. Finally, a positive relationship was found between innovation speed and new product performance.

Originality/value

The research makes three important contributions to the marketing strategy and new product development literatures. First, by splitting market orientation into the components of intelligence generation, intelligence dissemination and responsiveness, the study provides a closer examination into the effect of market orientation on innovation speed and new product performance. Second, the results indicate that the effects of intelligence generation and intelligence dissemination on innovation speed and new product performance are mediated by responsiveness to market intelligence. Third, findings support the argument that innovation speed partially mediates the effect of market orientation's three main components on new product performance.

Details

Journal of Business & Industrial Marketing, vol. 25 no. 7
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 13 April 2015

Pilar Carbonell and Ana Isabel Rodriguez Escudero

The current study examines the negative moderating effects of team’s prior experience and technological turbulence on the antecedents and consequences of using information…

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Abstract

Purpose

The current study examines the negative moderating effects of team’s prior experience and technological turbulence on the antecedents and consequences of using information provided by customers involved in new service development (NSD). It also examines one way to mitigate the proposed negative effects.

Design/methodology/approach

The unit of analysis was NSD projects in which customers had been involved during the development process. A self-administered mail survey was used to collect the data. The proposed model was tested using hierarchical path analysis.

Findings

Results show that team’s prior experience reduces the extent to which recorded and shared information from customers involved in NSD is used for project-related decisions during the development process. Findings also reveal that technological turbulence can reduce the positive effect of using information provided from customers involved in NSD on new service advantage and service newness. Finally, results show that involving lead users in NSD can help reduce the negative moderating effects of team’s prior experience and technological turbulence.

Originality/value

The literature on information use suggests that availability of information does not guarantee its use. In keeping with this argument, the current study reveals that for NSD projects with customer involvement, team’s prior experience and technological turbulence are part of the challenge of making effective use of the new knowledge that customers bring to the development project. Firms are advised to collaborate with lead users as a way to attenuate this problem.

Details

European Journal of Marketing, vol. 49 no. 3/4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 28 January 2014

Pilar Carbonell and Ana-Isabel Rodriguez-Escudero

The current research aims to analyze antecedents and consequences of using the information provided by customers involved in new service development (NSD). It also seeks to…

1984

Abstract

Purpose

The current research aims to analyze antecedents and consequences of using the information provided by customers involved in new service development (NSD). It also seeks to examine the moderating effect of technological turbulence on the antecedents and consequences of information use.

Design/methodology/approach

Data were collected from service firms in a variety of industrial sectors. Unit of analysis was a NSD project in which current or potential customers were involved during its development process. A self-administered mail survey was used to collect the data. A total of 102 complete questionnaires were returned. The proposed model was tested using partial least squares.

Findings

The results indicate that the instrumental use of the information collected from customers involved in NSD can lead to higher service advantage and service newness and in turn to higher market performance. Findings reveal that higher recording and reviewing of information collected from customers involved in NSD result in greater use of the information during the NSD process. An important result is that under technologically turbulent environments, recording and reviewing information from customers involved in NSD is less likely to result in a higher instrumental use of such information. Finally, the authors' results show that when technological turbulence is high the instrumental use of information from customers involved in NSD has lower value for both service advantage and service newness.

Originality/value

Findings confirm the importance of customer involvement for NSD in a business context. Using the information from customers involved in NSD to resolve specific problems or make decisions regarding NSD projects can result in enhanced service performance. Moreover, information processing capabilities are key antecedents to instrumental information use. Finally, managers should be aware of the potential negative effect of technological turbulence.

Details

Journal of Business & Industrial Marketing, vol. 29 no. 2
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 5 October 2012

Pilar Carbonell, Ana I. Rodriguez‐Escudero and Devashish Pujari

Customer involvement has been recognized as a key factor for successful service development. One important aspect affecting the outcome of new service development (NSD) projects…

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Abstract

Purpose

Customer involvement has been recognized as a key factor for successful service development. One important aspect affecting the outcome of new service development (NSD) projects in whose development customers are involved is the choice of the appropriate participating customer. This study aims to examine the effect of two customer characteristics (relational closeness and lead‐userness) on four indicators of new service performance.

Design/methodology/approach

The paper uses data from 102 NSD projects. Covariance‐based path analysis is used to test the model.

Findings

The results reveal that involving close customers in the NSD process has a positive direct effect on service advantage and speed to market and a positive indirect effect on market performance. The involvement of lead users, on the other hand, has a positive effect on service newness and service advantage, and a negative effect on market performance.

Research limitations/implications

The focus on Spanish companies puts constraints on the generalizability of the results to other national contexts. Future research should replicate this study in different countries. Also, future research could explore more deeply the performance impact of close customers and lead users by collecting data on the roles that customers can play in NSD.

Practical implications

The findings from this study suggest that firms need to make conscious choices about the types of customers to involve in service innovation as different types of customers affect new service performance differently.

Originality/value

This study makes an original contribution by investigating the effect of customer's relational closeness and customer's lead userness on four indicators of NSD performance.

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Article
Publication date: 15 February 2011

Ana Isabel Jiménez‐Zarco, María Pilar Martínez‐Ruiz and Alicia Izquierdo‐Yusta

Culture makes firms unique and, depending on the implemented pattern of social and managerial culture, technology, and innovation, it can have an important influence on the…

4550

Abstract

Purpose

Culture makes firms unique and, depending on the implemented pattern of social and managerial culture, technology, and innovation, it can have an important influence on the personality and behaviour of the firm. Although a cultural model of market orientation encourages product innovation and fosters cooperative relationships with clients, few studies analyse this important relationship from a service perspective. This research seeks to investigate the relevance of market orientation for the firm's client cooperation relationships in developing radical innovations in the service sector.

Design/methodology/approach

A descriptive investigation uses 433 Spanish service firms that introduced radical innovations in their product fields in the past two years. The paper conducted four discriminant analyses: one for the total sample of firms and three for the sub‐samples defined by the extent to which firms use information and communication technologies (ICTs) in their activities.

Findings

The four models reveal that customer orientation, competitor orientation, and inter‐functional coordination provide means to differentiate between firms that cooperate with their clients to innovate and firms that do not. In each model, the significance and weight of the three variables change, depending on the degree to which the firms use ICT. Therefore, the distinction between firms that cooperate and those that do not is possible mainly for the total sample of firms. For the sub‐samples, not all MO dimensions can discriminate this way.

Practical implications

This study offers important contributions for both researchers and managers in the field of service innovation. It identifies explicitly the relationship between market orientation and cooperation, which makes it possible to extend the study and enhance comprehension of this concept to the relationship that the firm has with other agents in the value chain. Market orientation, as an inter‐firm phenomenon, may favour the design of market orientation strategies that offer superior value to the market. On the other hand, the empirical analysis shows which factors (philosophical principles, strategic implications of proactive market orientation) have the highest discriminatory power for innovative firms, according to their sector of activity. This work also identifies market orientation as an element that fosters a cooperation strategy.

Originality/value

Despite the importance of market orientation for developing cooperative relationships with clients, few studies analyse the relevance of these relationships in the firm's service innovation process. The findings thus offer a valuable contribution by showing the relevance of this relationship in developing new service innovations. Furthermore, the application of Spanish ICT contributes to existing research in Spain.

Details

European Journal of Marketing, vol. 45 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Available. Open Access. Open Access
Article
Publication date: 5 August 2024

Patricia Pilar Zirena-Bejarano, Elbia Myreyle Chavez Zirena and Andrea Karina Caryt Malaga

The purpose of this paper is to respond to the existing gap in the literature and analyze empirically the mediating role of potential absorptive capacity and innovation capacity…

292

Abstract

Purpose

The purpose of this paper is to respond to the existing gap in the literature and analyze empirically the mediating role of potential absorptive capacity and innovation capacity in the relationship between socio-cognitive capital and new product performance in tourism businesses.

Design/methodology/approach

Partial least squares structural equation modeling (PLS-SEM) was applied to measure the effect of independent variables and mediators on the results of new products through information collected from 300 companies through a structured questionnaire applied to tourism companies.

Findings

Important findings are presented demonstrating the positive and significant influence of cognitive social capital on the results of new products; however, this is not enough, so the potential absorption capacity and the capacity for innovation play a very important role in improving the effect on the results of new products. The findings suggest that organizations should direct their culture and shared goals toward assimilation and knowledge and the development of innovation capabilities in order to obtain more successful new product results.

Originality/value

The study adds value to the study of social capital by analyzing social cognitive capital and its impact on new product performance. In contrast to previous studies, it suggests incorporating potential absorptive capacity and innovation capacity as mediating variables in a comprehensive model that illustrates the positive spillover effect, thereby enhancing the outcomes related to new product performance.

研究目的

本文旨在處理現存文獻內的研究缺口。研究人員以實證研究法、去分析於旅遊業內潛在的吸收能力和創新能力在社會認知性資本與新產品性能之間的關聯上所扮演的協調角色。

研究設計/方法

研究人員以結構型問卷向300間旅遊公司收集資料和數據,並使用偏最小平方法的結構方程模型 (PLS-SEM),去測量各自變數與協調者對新產品的成效所產生的影響。

研究結果

研究結果頗為重要,因它證明了認知性社會資本,對新產品的成效會產生積極和重大的影響。唯這仍不足夠; 研究結果更確認了潛在的吸收能力和創新能力在優化新產品成效所帶來的影響方面,確扮演著極其重要的角色; 因此,研究結果建議組織應引導其文化和共同目標,走向知識同化和發展創新能力的道路上,以獲取更成功的新產品成效。

研究的原創性/價值

本研究分析社會認知性資本及它對新產品成效的影響,就此而言,本研究增添了研究社會資本的價值。與過去的研究相比,本研究建議設計一個顯示積極的溢出效應的全面性模型,當中包含潛在的吸收能力和創新能力,作為中介變數,因此,與新產品性能有關的成果得以提昇。

Details

European Journal of Management and Business Economics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2444-8451

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Article
Publication date: 29 January 2020

Aqueeb Sohail Shaik and Sanjay Dhir

The purpose of this paper is to conduct a structured review of the literature on the factors affecting the strategic thinking of an organization. This study offers some…

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Abstract

Purpose

The purpose of this paper is to conduct a structured review of the literature on the factors affecting the strategic thinking of an organization. This study offers some theoretical insights by analysing the divergent or analogous views of authors on these factors by analysing the empirical studies carried out in the literature.

Design/methodology/approach

An empirical method of conducting a structured literature review has been adopted in this study. Theory context characteristic methodology framework and meta-analysis are the methodologies applied to analyse the different empirical studies conducted in the literature and determine the variation or similarities in the views of authors over the same factor based on their effect sizes. This study analyses over 45 different empirical studies in the literature conducted on the factors affecting strategic thinking.

Findings

This study explains how the factors have been similarly or differently explained by the authors in the literature. This analysis gives a better understanding of the factors affecting strategic thinking and quantitatively amalgamates the current empirical studies carried out in the literature. The effects sizes generated for each factor helps in determining the homogeneous or heterogeneous nature of the factor.

Research limitations/implications

The study is limited only to analyse the homogeneity or heterogeneity of the factors affecting strategic thinking at an organisational level. This study can be further extended by analysing the type of effect these factors have on the strategic thinking of the organisation.

Practical implications

The findings of this study identify the homogeneity or heterogeneity of the factors affecting strategic thinking in an organisation. This helps the top management to concentrate on these factors, which might develop a strategic thinking nature in the organisation, leading to the better formation of strategies, and successfully implement them in their businesses.

Originality/value

The study fills the unattended gaps in the literature by analysing the homogeneous and heterogeneous nature of the factors affecting the strategic thinking of an organisation.

Details

foresight, vol. 22 no. 2
Type: Research Article
ISSN: 1463-6689

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Article
Publication date: 25 June 2021

Silvia Ayuso, Xavier Carbonell and Laia Serradell

The purpose of this paper is to assess higher education institutions’ (HEIs) social sustainability by applying Integrated Social Value (ISV) analysis to eight universities…

550

Abstract

Purpose

The purpose of this paper is to assess higher education institutions’ (HEIs) social sustainability by applying Integrated Social Value (ISV) analysis to eight universities belonging to the Catalan Association of Public Universities in Spain.

Design/methodology/approach

ISV analysis is a social accounting methodology that considers both the economic value and the social value created for all the organisation’s stakeholders through a participatory and systematic process.

Findings

The authors have shown that ISV analysis can be effective to assess the impacts on social sustainability of HEIs. The monetised results facilitate understanding about the valued impacts and allow integration with the universities’ financial data.

Research limitations/implications

The research advances the under-researched topic of social sustainability assessment in higher education.

Practical implications

Quantifying universities’ social impacts in monetary terms may help to transform conventional financial accounting and improve HEIs’ internal strategy and management according to sustainability principles.

Social implications

The process of measuring the social value created by universities provides a way to meet the rising demands for greater accountability and transparency and facilitates engagement with stakeholders on how these institutions are contributing to sustainable development.

Originality/value

ISV analysis represents an innovative approach to assess how HEIs create benefits for its internal and external stakeholders and contribute to solutions to social challenges.

Details

International Journal of Sustainability in Higher Education, vol. 23 no. 2
Type: Research Article
ISSN: 1467-6370

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Article
Publication date: 30 January 2024

Ana M. Arboleda and Acosta Pilar

This paper evaluates consumers' responses to claims regarding fruit sustainability. The authors compared the effects of this factor on consumers' moral satisfaction and purchase…

215

Abstract

Purpose

This paper evaluates consumers' responses to claims regarding fruit sustainability. The authors compared the effects of this factor on consumers' moral satisfaction and purchase intention with respect to 12 sustainability claims.

Design/methodology/approach

A mixed-model experiment was conducted with seven fruits (i.e. guava, pineapple, red apple, green apple, red grape, green grape and avocado) to evaluate the effects of the 12 sustainability claims on purchase intention through moral satisfaction, relative to a control condition.

Findings

The results show that claims of supporting local farmers are those that move consumers the most. Claims regarding local farmers' production positively affect moral satisfaction and purchase intention.

Practical implications

This paper takes a consumer behavior approach to sustainability, enabling organizations to consider consumer behavior outcomes that could affect their strategic investments and commitment to social responsibility.

Originality/value

Food-related studies have not produced consistent results with respect to the relevance that sustainability claims have for consumers. This study differs from previous studies, as it focuses on fruit, a product that is important for social and environmental sustainability issues. This study demonstrates that, in the case of fruit, sustainability arguments are meaningful to young consumers through the mediating effect of moral satisfaction. Thus, the effect of claims is predicted by the meaning these arguments have for the consumer.

Propósito

Este artículo evalúa las respuestas de los consumidores a los argumentos de sostenibilidad en una fruta. Se comparan los efectos de este factor en la satisfacción moral y la intención de compra de los consumidores con respecto a 12 argumentos de sostenibilidad.

Diseño/metodología/enfoque

Se realizó un experimento de modelo mixto con siete frutas (guayaba, piña, manzana roja, manzana verde, uva roja, uva verde y aguacate) para evaluar los efectos de los 12 argumentos de sostenibilidad sobre la intención de compra a través de la satisfacción moral, en relación con una condición de control.

Hallazgos

Los resultados muestran que las afirmaciones de apoyo a los agricultores locales son las que más influyen en los consumidores. Las afirmaciones relativas a la producción de los agricultores locales afectan positivamente a la satisfacción moral y a la intención de compra.

Implicaciones prácticas

Este trabajo adopta un enfoque de la sostenibilidad basado en el comportamiento del consumidor, lo que permite a las organizaciones considerar los resultados del comportamiento del consumidor que podrían afectar a sus inversiones estratégicas y a su compromiso con la responsabilidad social.

Originalidad

Los estudios relacionados con la alimentación no han arrojado resultados consistentes respecto a la relevancia que los argumentos de sostenibilidad tienen para los consumidores. Este estudio difiere de los anteriores, ya que se centra en la fruta, un producto importante por cuestiones de sostenibilidad social y medioambiental. Este estudio demuestra que, en el caso de la fruta, los argumentos de sostenibilidad son significativas para los consumidores jóvenes a través del efecto mediador de la satisfacción moral. Así, el efecto de los argumentos se predice por el significado que estos tienen para el consumidor.

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Article
Publication date: 18 August 2022

Israel Doncel-Martín, Daniel Catalan-Matamoros and Carlos Elías

Analyse the presence of hate speech in society, placing special emphasis on social media. In this sense, the authors strive to build a formula to moderate this type of content, in…

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Abstract

Purpose

Analyse the presence of hate speech in society, placing special emphasis on social media. In this sense, the authors strive to build a formula to moderate this type of content, in which platforms and public institutions cooperate, from the fields of corporate social responsibility and public diplomacy, respectively.

Design/methodology/approach

To this aim, it is important to focus efforts on the creation of counter-narratives; the establishment of content moderation guidelines, which are not necessarily imposed by unilateral legislation; the promotion of suitable scenarios for the involvement of civil society; transparency on the part of social media companies; and supranational cooperation that is as transnational as possible. To exemplify the implementation of initiatives against hate speech, two cases are analysed that are paradigmatic for assuming two effective approaches to the formula indicated by the authors.

Findings

The authors analyse, in the case of the European Union, its “Code of conduct to counteract illegal online hate speech”, which included the involvement of different social media companies. And in the case of Canada, the authors discuss the implementation of the bill to include a definition of hate speech and the establishment of specific sanctions for this in the Canadian Human Rights Act and the Canadian Penal Code.

Originality/value

The case of the European Union was a way of seeking consensus with social media companies without legislation, while the case of Canada involved greater legislative and penalisation. Two ways of seeking the same goal: curbing hate speech.

Details

Corporate Communications: An International Journal, vol. 28 no. 2
Type: Research Article
ISSN: 1356-3289

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