Anatomy of a social partnership: A stakeholder perspective

We offer an anatomic analysis of a social partnership among a complex network of stakeholder organizations. Contributions of this research are twofold. First, we use explanatory case data to develop a framework of stakeholder collaboration in a complex setting involving a mix of for-profit and non-profit organizations. Our study is motivated by a need for understanding about how organizations can work within social partnerships to achieve their goals (be they profit related or otherwise). Second, we offer insight about lateral relationship exchange from the view of the entire project—a perspective not typically employed in the domain of relationship marketing. The focal issue in the case, use of technology to improve highway safety, is a social initiative which further sets our study apart in the relationship marketing literature. Using fieldnotes from 33 in-depth interviews, we employ a mix of inductive and deductive reasoning to formulate a conceptual framework and research propositions for the social partnership. The conceptual framework offers in-depth understanding of social partnership development and relationship dynamics. This, in turn, may help stakeholders achieve organizational goals more effectively in this unique environment.     

A business and ICT architecture for a logistics city

The city of Melbourne, Australia, stands to benefit from achieving the logistics city status. The planning theme of a logistics city is designed around achieving efficiencies and long term sustainability out of the legacy of dispersed groups of intensive “logistics activity areas”. This is not to re-invent solutions particularly in Melbourne, where the existence of a legacy logistics infrastructure and ad hoc growth has resulted in the business architecture that is constantly in the “catch-up” mode. This is seen as a unique opportunity for developing business models to meet the future challenges of the growth of trade, freight movement and maintaining economic, environmental and urban sustainability. Enterprise architecture will enable attention to be focused on the development of a collaborative business model, which will help to achieve efficiencies in view of the complex set of economic, social and environmental parameters. The logistics city business architecture responds to the shift to a services economy, which is generating different patterns of workforce travel to ensure good access to skilled workers, to other services, to business clients and to national and international markets.     

Antecedents and consequences of logistics value: And empirical investigation in the Spanish market

In business practice and the academic study of logistics, the incorporation of concepts such as quality followed by value has been truly revolutionary. In addition, the use of information and communication technologies (ICT) has substantially modified the way inter-company relationships are managed. This has meant that logistics is no longer considered a routine, merely operational activity but a strategic variable which is a deciding factor in achieving customer satisfaction. There are, however, still a large number of companies which continue to ignore the differentiating potential of logistics and consider it to be a routine activity. Our contribution comes within the framework of this new perspective which is analysed on the basis of an emerging concept: logistics value. The objective of this study is to contribute to the knowledge on what logistics value consists of and how it is formed, in business to business (B2B) relationships in particular. On the basis of a theoretical framework obtained from the literature review of perceived value from a trade-off perspective, we carry out an empirical analysis to determine the antecedents and consequences of logistics value. Our results, through SEM analysis show that ICT, the benefits derived from supplier-customer relationship, logistics service quality and the sacrifices associated to logistics service delivery in terms of costs, contribute to creating logistics value which is the antecedent to the classic satisfaction-loyalty chain.     

Sustainability and branding: An integrated perspective

Sustainability is increasingly drawing the attention of scholars, policy makers, and companies, as the latter are recognizing the necessity and opportunities of implementing sustainable practices in their operations. Marketing plays a substantial role in both applying such initiatives and promoting them, which can be greatly supported through brands. We suggest that firms can use their brands to promote the value of sustainability to their industrial customers, consumers, and other stakeholders. This may be achieved through branding activities that emphasize the firm's sustainability practices and their impact on stakeholders. Expressing sustainability actions as the measurable and relatable outcomes they yield and associating them with brands have the potential to further facilitate this integration of sustainability and branding. A framework and guidelines for sustainability practices that may be employed in this process of integrating operations and marketing are discussed.     

Governance by targets and the performance of cross-sector partnerships: Do partner diversity and partnership capabilities matter?

Research Summary: This study examines the effectiveness of targets as a tool for the contractual governance of cross-sector partnerships. Applying a difference-in-differences methodology, we find that the use of explicit targets within performance contracts is an effective means for improving partnership outcomes, especially where partner diversity and partnership capabilities are high. Furthermore, we find evidence that target intensity is associated with stronger partnership performance. These findings suggest that contractual forms with explicit targets may be a particularly successful approach for enhancing the public value created by cross-sector partnerships. A downward turn in performance following the removal of targets lends further support to this conclusion. Managerial Summary: Cross-sector partnerships have become a vital means for creating value in pursuit of the public interest. In particular, the effective management of these partnerships is thought to hold the key to addressing the strategic and organizational challenges posed by major social and environmental issues, such as big data and climate change. In this article, we combine data on waste recycling from 2003 to 2014 with information on performance contracts between local cross-sector partnerships and higher levels of government in England to quantify the impact of governance by targets on the performance of those partnerships. The benefits of target-setting for partnership performance that we identify are even stronger when partner diversity is high and partnership capabilities are strong. We discuss the managerial and policy implications of our findings.     

The emergence of dependence and lock-in effects in buyer–supplier relationships — A buyer perspective

The industrial marketing literature frequently points to dependence in buyer–supplier relationships (BSRs) as an essential construct in understanding the development of strong, long-lasting partnerships. Although the antecedents of dependence have been discussed, extant research lacks an understanding of the explanatory mechanisms of how dependence – or even lock-in situations – actually evolve. In this article, we examine the emergence of these aspects in BSRs by analyzing the example of a logistics outsourcing relationship. Using a grounded theory approach in a real-life case involving a German mechanical engineering company and its service provider, we identify four interrelated mechanisms (convincing, tying, complementing and lock-in) that explain dependence and lock-in from a buyer's perspective. Based on our empirical findings, we develop a conceptual model that points to the theoretical importance of the interconnected influences and sub-processes between transactional, mental, and operative bonding effects. Our results inform managerial practice on how to plan and manage BSRs. The model enhances existing research on dependence in BSRs and can serve as a starting point for further investigations into buyer–supplier dependence (BSD) and lock-in in dyadic business relationships.     

Assessing the relational benefits of logistics services perceived by manufacturers in supply chain

The growing importance of logistics activities that span the boundaries of supply chain firms has put an emphasis on supply chain relationship management. Based on the existing marketing concept on relational benefits and the supply chain management literature on consumer satisfaction, this research evaluates logistics service performance from the eyes of manufacturers. Using data collected from US manufacturing firms, the study has identified the factors that influence manufacturer's satisfaction, as well as the key to understanding the benefits-satisfaction-loyalty triads in supply chain relationships. The contribution of the paper includes developing a conceptual model, adding new theoretical insights into benefits-satisfaction-loyalty triad that has been applied by manufacturers and LSPs, and providing some meaningful perspective on how to strategically assess the use of logistics providers so as to transform a logistics firm from a tactical service provider to a hand-in-glove strategic partner.     

Global market segmentation for logistics services

While logistics services have become a significant source of competitive differentiation between firms, significant challenges exist relative to developing logistics service offerings for global business customers. Diverse regulations across borders, longer lead times, and increased transportation costs all add to the difficulty of managing logistics services internationally. As a service offering, logistics is often characterized by intensive customer contact, extensive customization requirements, and a reliance on extrinsic cues for service performance. Because of these qualities, logistics services are also subject to cultural influences that exist in cross-border trade. In this article, we argue that logistics service quality (LSQ) components can be used to identify global, horizontal, and vertical segments of logistics services customers, and that cultural and organizational characteristics may modify the LSQ-customer satisfaction relationship. By identifying specific customer segments, some which may transcend national borders, logistics managers can benefit from reduced costs, enhanced revenue, and the ability to differentiate their offering from the highly competitive marketplace.     

Branding a B2B service: Does a brand differentiate a logistics service provider?

Existing research has shown that strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes. Although there is considerable research on the branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in the context of business-to-business services. This research extends existing brand theory to a new setting, namely B2B services. Drawing on the results of two mail surveys, we examine B2B services branding in the context of logistics services. Findings suggest that brands do differentiate the offerings of logistics service providers and that brand equity exists for this commodity-like B2B service. Findings also support the extendibility of Keller's [Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22] brand equity framework into the logistics services context. However, results of this study show that; logistics service providers and their customers have different perspectives on the relative influence of brand image and brand awareness on brand equity. Implications of these findings for managers and directions for future research are offered.     

Improving logistics outsourcing through increasing buyer-provider interaction

Logistics outsourcing has been at the top of the management agenda during recent decades. Through this approach companies have been able to improve logistics performance. However, several studies point out severe problems with outcome and it is even claimed that in some cases “logistics outsourcing has become a source of corporate failure and disappointment” [Boyson, S., Corsi, T., Dresner, M. and Rabinovich, E. (1999). Managing effective third-party logistics relationships: What does it take? Journal of Business Logistics, 20 (1), 73-100.]. Previous research shows that many companies have taken outsourced functions back in-house. The aim of this paper is to explore the reasons behind the problems in logistics outsourcing. Our analysis is based on an extensive literature survey. This examination indicates that outsourcing decisions require a holistic perspective. We apply the industrial network model [Håkansson, H. and Snehota, I. (1995). Developing relationships in business networks. Routledge, London.] for the analysis of potential consequences of logistics outsourcing. The main conclusion of the paper is that increasing interaction between buyer and provider would be beneficial to the outcome of outsourcing.     

Customer-supplier partnerships: Perceptions of a successful key account management program

Key account management (KAM) is regarded as one of the significant marketing trends over the last few years. This study investigated the perceptions of suppliers and key account customers regarding the success factors of customer-supplier partnerships. The results are reported from a survey of 92 suppliers and 98 key account customers. Analysis of the results indicates that suppliers and their key account customers have similar perceptions of the key success factors in the customer-supplier partnership. Finally, recommendations for the development or improvement of a KAM program are presented.     

Networks and capabilities as characteristics of logistics firms

The research purpose of this paper is to describe and analyse how three basic types of logistics firms differ in terms of their core capabilities and network development as well as the effects of the difference. Based on the resource-based view and the industrial network approach, a conceptual framework is developed to differentiate logistics firms. Two case studies of logistics firms are used as examples to demonstrate how the framework can be used. Logistics firms have clear differences in capabilities and network focus. These firms follow different dominating logics of value creation that make them develop in different ways and think totally differently. This research enhances our understanding of the different logics of logistics firms and their interdependence. They are complementary and interacting in the logistics service supply chain. Moving between the basic types of logistics firms means changing the capabilities and network focus, which is costly and difficult. The conceptual framework can be used as a tool to comprehend multiple types of logistics firms. It also helps us to analyze related strategic moves.     

Signaling Quality: An Examination of the Effects of Marketing‐ and Nonmarketing‐Controlled Signals on Perceptions of Automotive Brand Quality

When introducing new products to market, firms often leverage marketing signals in an effort to increase perceptions of product quality. While prior research mostly focuses on marketing‐controlled signals that firms can directly influence to affect consumer perceptions of product quality, the proliferation of nonmarketing‐controlled signals in the form of third‐party product reviews introduces a new layer of complexity to a consumer's inference process. Given the fact that propagation of marketing signals and third‐party reviews has made the marketplace more interactive, it is no longer diagnostic to analyze the impact of various quality signals on consumer perceptions, separately. The purpose of this study is twofold. There has been extant research on the individual effects of marketing‐controlled signals on quality perception, but research providing a simultaneous examination of multiple signals is scarce. The first purpose is to examine interaction effects between various marketing signals on consumer perceptions of quality. Firms may be able to control the communication strategy of internal signals (e.g., price, advertising), but third‐party signals are external to the firm, and hence are often perceived as being more credible and less biased than marketing signals. Despite the popularity of third‐party product reviews, there is scarce empirical research about how they impact perceptions in the presence of marketing‐controlled quality signals. Thus, the second purpose is to examine the interaction effects between marketing signals and independent third‐party reviews on perceived product quality. This study advances existing models of market signaling to account for the potential interactions between various types of quality signals. Hypotheses are tested using a longitudinal data set comprising all car brands that have existed in the U.S. automotive industry between 1990 and 2007. The automotive industry provides an ideal context for the analyses as quality is an indispensable yet not easily discernible attribute of cars. Furthermore, consumer perceptions of the quality of new vehicle introductions can have a profound effect on product performance. Data are compiled from various secondary sources, including Harris Interactive's Equitrend, Consumer Reports, and TNS Media Intelligence, among others. Econometric techniques are used to estimate the empirical model. Findings show that effects of quality signals are codependent such that third‐party quality ratings reduce the effectiveness of pricing and advertising, whereas they enhance the credibility of warranty signal. Furthermore, warranty positively interacts with price and advertising. It is also demonstrated that car sales in the previous period and the country of origin of the car brand significantly impact perceived quality. Overall, the research findings can help car manufacturers better understand how their initial product configurations and marketing strategies impact the perception of new vehicle introductions.     

Business relationship portfolios and subcontractors' capabilities

While research on vertical relationships has demonstrated that suppliers' capabilities can be developed via partnerships, we lack studies that relate the development of such capabilities to the management of business relationship portfolios. This paper partially fills this research gap by investigating how small to medium subcontractors (SMSs) align their customer relationship portfolios with their design and marketing capabilities.Applying one-way ANOVA to a sample of 62 subcontractors located in the mechanical industrial district of Pordenone (North East Italy), we show that the development of marketing and design capabilities affects subcontractors' business relationship portfolios. Our study suggests that SMSs strategically manage their customer relationships, moving from traditional subcontracting to a more articulated portfolio characterized by a stronger presence of partnership and market relationships. Marketing and design capabilities shape SMSs' autonomy and strategic options in choosing the appropriate combinations of different relationship types.     

Understanding the role of marketing-purchasing collaboration in industrial markets: The case of Russia

This study aims to investigate the role of interfunctional collaboration between marketing and purchasing functions in industrial companies. Interfunctional collaboration is considered as a measure of the internal alignment and partnership between departments in the firm, which in turn contributes to the creation of sustainable advantages via improved external partnerships and facilitating demand chain integration. We test the impact of customer orientation as well as the interactions between departments (specifically marketing and purchasing) as collaboration antecedents, and analyze the direct impact of marketing-purchasing collaboration on business performance. The model is tested on a sample of 148 industrial companies in Russia with two key respondents in each firm, incorporating the purchasing as well as the marketing perspective. The results show that marketing-purchasing collaboration mediates the effects of interfunctional interaction as well as customer orientation on business performance. Alternative model testing shows that the direct effects of these antecedent constructs on performance are non-significant in the context of Russian industrial companies.     

The impact of organizational learning on relationship orientation, logistics service effectiveness and performance

The paper investigates the effects of organizational learning on inter-firm relationship orientation in the logistics service provider-client interaction. A conceptual model is developed and four research hypotheses are empirically examined using structural equation modelling. The data were collected via a survey of Hong Kong based logistics service providers. The results indicate that organisational learning has a positive influence on relationship orientation as well as on the improvement of logistics service effectiveness and firm performance. Theoretical, managerial and research implications are discussed.     

A framework for measuring logistics performance in the wine industry

Nowadays, in order for wine companies to reach a world-class standard, it is necessary to implement the industry best practices and continuously adapt their logistics processes. Through benchmarking, these enterprises can find opportunities for improvement. So far, little research in benchmarking and performance measurement has been developed for the wine industry. In this paper a logistics benchmarking framework for the wine industry is proposed. A benchmarking study considering several wineries from Mendoza (Argentina) is presented as a case study, in order to demonstrate the validity of the developed framework.     

Antecedents to and outcomes of reverse logistics metrics

Business to business reverse logistics processes are shaped in large part by a firm's strategy to meet regulatory (e.g. waste electrical and electronic equipment directive) and certification (e.g. ISO 14000) requirements. Firms adopt both recommended and internally developed reverse logistics metrics in order to monitor the performance of these processes along the entire value chain, and especially amongst both buyer and supplier marketing interactions. Unfortunately, literature regarding antecedents to and outcomes of reverse logistics metric development is scarce, leaving industrial marketing professionals with limited guidance as to how to establish and gain value from a sophisticated metric program. This study uses goal-setting theory and the knowledge-based view to conceptualize a model that examines transactions from the perspective of both the supplier (inbound reverse logistics) and customer (outbound reverse logistics) in a business to business context. This granular view reveals how actors occupying different supply chain positions manage collaborative marketing processes such as reverse logistics. Survey data were gathered from organizations affiliated with the United States Department of Defense supply chain and hypotheses were tested using partial least squares structural equation modeling. The results corroborate the assertion that information support capabilities and stated goals are antecedents to establishing metrics; however, the study uncovers outcome disparities between inbound and outbound reverse logistics processes. As the roles of both suppliers and customers in complying with take-back regulation continue to grow, the findings of this study provide marketing professionals and scholars with important insights regarding the use of reverse logistics metrics.     

Supply chain management in industrial marketing–Relationships matter

The focal research topics in industrial marketing management have evolved significantly since IMM was first published in 1971. Part of this evolution has been the inclusion of research in supply chain management, which is the focus of this paper. The purpose of this paper is to assess themes across the classic articles in supply chain management (SCM) published in IMM, and explore how the field of SCM has evolved since their publication. A systematic literature review was used to assess SCM research in IMM, identify themes and publication patterns, and use these themes to assess gaps in extant research and opportunities for future research. Results of the literature review show that over 58% of the SCM research published in IMM has focused on buyer-supplier relationships and other purchasing and supply management topics. These will continue to be key topics in IMM. In addition, our literature review suggests opportunities for more SCM research in IMM around sustainability, logistics, and manufacturing innovation. These areas within the SCM umbrella are under-researched, yet yield significant opportunities for future research in a time of constant change within companies' distribution models.