Segmenting a market in the making: Industrial market segmentation as construction

This paper takes an empirical starting point in a claim that Biacore, a pioneering Swedish producer of affinity biosensors, was “in the enviable position of creating its own market” (Abelin, 1997). An in-depth case study traces how Biacore undertook segmentation activities while shaping the market for its new product technology, affinity biosensors. This involved stabilising the modes of exchange with customers, the product and the identity of the company. The efforts of Biacore highlight a constructive dimension of market segmentation that hitherto has received little attention. Rather than a process of describing, deciding and taking action, Biacore engaged in the gradual construction of market segments through an interactive and iterative process involving close collaboration with early users. Simultaneously, the market for the new technology gained shaped. Thus, the paper reports a ‘markets from networks’ story illustrating how the practice of segmenting a market may have consequences for that market.     

Market orientation and quasi-integration: Adding value through relationships

This study explores and describes the rationales and approaches of a market orientated supply chain — labeled the “demand chain”. The objective is to develop theory by providing grounded insights into how and why managers design and implement a market orientated supply chain. Analysis of twenty field interviews uncovered three main rationales for demand chain configuration. Further, a continuum of integration typologies is presented and three key responses explored and described. These findings are discussed and implications for theory and practice are offered.     

Search engines: Left side quality versus right side profits

Search engines face an interesting tradeoff in choosing the way to display their results. While providing high quality unpaid, or “left side” results attracts users, doing so can also cannibalize the revenue that comes from paid ads on the “right side”. This paper examines this tradeoff, focusing, in particular, on the role of users' post-search interaction with the websites whose links are displayed. In the model, high quality left side results boost demand from users, causing them to tolerate a search engine on which advertisers do not offer the lowest possible prices for the goods that they sell. However, because websites appearing on the left side still have an incentive to compete in the same market as advertisers, an increase in quality on the left side may reduce advertisers' equilibrium prices. I analyze the circumstances under which this will occur and discuss the model's potential implications for antitrust policy.     

Influence of the standardization of a firm's productive process on the long-term orientation of its supply relationships: An empirical study

Firms able to manage their supply relationships adequately, which is seen as a first step to success, will be able to exploit important competitive advantages. Many works have previously analyzed these supply relationships in very different contexts and considered the influence of various factors. The influence of the standardization of the productive process on the temporal orientation of interfirm relationships has been analyzed in some depth with respect to sales activities, but rather less in the relationships that standardized firms establish with their suppliers.In an attempt to fill this gap in the literature, the current work analyzes the possible influence of the standardization of the firm's productive process on the long-term orientation of firm-supplier relationships. Specifically, we use a sample of Spanish firms to analyze the moderating effect of this variable on this temporal orientation. Dividing the total sample into two subsamples - “standardized firms” versus “non-standardized firms” - we obtain interesting results and implications about the effects of trust, communication, cooperation, satisfaction and commitment on the long-term orientation of these relationships.     

The momentum for network separation: A guide for regulators

Next Generation Access Networks (NGAs) are a challenge to regulators and operators insofar as they require large investments, there is a significant uncertainty about the ability to recover costs, and the choice of the appropriate regulatory regime is far from consensual. Regulatory authorities might want to seize the moment and reconsider mandatory vertical separation of telecommunication firms, without jeopardizing incentives to innovation and investment. This paper discusses the main elements of a possible test for the adequacy of network separation as a regulatory remedy. A sequential decision tree procedure with three questions is proposed: (1) “Is there significant market power in the provision of access under NGAs?”; (2) “Are there little vertical complementarities between services along the supply chain?”; and (3) “Is network separation a better regulatory tool than any other alternative?”. A positive answer to all the questions implies that the regulator should consider network separation as a regulatory remedy.     

Fertilizer trade under market liberalization: preliminary evidence from Kenya

This paper reports results of a study aimed at identifying broad demand-side and supply-side influences on trade in inorganic fertilizers in Kenya, where, following decades of government control, the fertilizer market has been fully liberalized. Multiple regression analysis using data from a country-wide survey of fertilizer traders indicates that significant demand-side factors include agroecological conditions and maize market prices in the regions in which fertilizer traders operate. On the supply side, the number of years in fertilizer trading and access to credit are important. Implications for policy and research are drawn.     

The role of relational capabilities in the organization of international sourcing activities: A literature review

Multinational companies (MNCs) establish subsidiaries in various countries, spreading the value chain internationally and fostering the involvement of external partners. The global supply network has become a major source of the total value generated by MNCs, which are pushed to develop “relational capabilities” to interact with their suppliers. The main objective of this article is to assess the current understanding in the academic literature of the intra-organisational dimension of relational capabilities, focussing on the adoption of internal mechanisms supporting international sourcing activities. A total of 47 articles are identified and assessed. The literature review shows that thus far fragmented and in some areas limited research has been conducted on the development of relational capabilities by MNCs within international sourcing activities. Research efforts have been placed mainly on the examination of organisational units active in international sourcing and on control and management processes, while less attention has been paid to knowledge management solutions.     

The impact of the European Novel Food Regulation on trade and food innovation based on traditional plant foods from developing countries

The stringent food safety assessment for novel foods required by the European Union’s Novel Food Regulation (NFR) places a high burden of proof on those bringing traditional food products to the EU market not consumed in the EU prior 1997. The regulation has emerged as a non-tariff trade barrier for heritage foods from developing countries that are viewed as “exotic” from the EU perspective. We show how the regulation has discouraged investment in supply chains and market development, and how this negatively affects income generation and rural poverty alleviation in developing countries. Focusing on plant-derived foods, this paper proposes to recognize traditional exotic foods in current EU law as a food category sui generis with food safety evidence requirements being proportionate to the risks they may pose. We argue that development activities promoting export food chains must increasingly accommodate legitimate food safety concerns about neglected food species in project design and seek to generate data to enhance regulatory acceptance in target markets.     

Valorisation of a local asset: The case of olive oil on Lesvos Island,Greece

Agri-food products are more and more considered and treated as valuable local assets. The valorisation of such local assets is an issue of great importance, especially in disadvantaged areas. In this paper, the case of the olive oil of Lesvos Island in Greece is presented. We seek to analyse the supply chain and examine the benefits that are distributed to its various actors by comparing three different olive oil products: PGI, organic and conventional olive oil with the use of two dimensions: size of production and success of the producers. The data come from quantitative and qualitative research to different actors across the supply chain and from published and unpublished local and national sources. The findings indicate that olive farmers are “cut-off” from the benefits of the products to a great extent. Small bottlers are the ones that receive the most benefits, as they can ignore big retailers. Overall, the absence of consensus and common management between the different actors, along with a complex and very competitive international market create uneven impacts.     

Adding value in global B2B supply chains: Strategic directions and the role of the Internet as a driver of competitive advantage

The Internet increases the likelihood of “disintermediation” in global B2B supply chains. At the same time, opportunities for intermediaries to generate incremental value for other channel members are opened up. The discussion highlights three such strategic directions — “information rich”, “relational exchange” and “joint-learning” — with the focus on the role played by the Internet in the implementation of these strategies. Particular attention is also given to the experience of a leading Hong Kong intermediary to illustrate the alignment of the Internet with each of these strategies for enhancing the competitive position of intermediaries in global supply chains.     

Economic and policy implications of spectrum license fee payment methods

This paper argues that “Do auctions raise consumer prices?” is a misleading question. License fee payment methods, rather than spectrum assignment methods, are key factors that bring forth different market outcomes in the wireless telecommunication industry. This paper analyzes and discusses the effects of three spectrum license fee payment methods—upfront lump-sum fees, royalties, and profit sharing—on economic efficiency, spectrum supply, and government revenue. Royalties create distortions in product and factor markets but can induce the government to increase spectrum supply and encourage firms’ investments. A caveat is that the analyses are based on the model assuming monopoly market and information certainty.     

A Stackelberg model of pricing of complementary goods under information asymmetry

We consider a duopoly market where two separate firms offer complementary goods in a leader–follower type move. Each firm has private forecast information about the uncertain market demand and decides whether to share it with the other firm. We show that information sharing would benefit the leader firm but hurt the follower firm as well as the total system if the follower firm shares information unconditionally. We then devise a “simple to implement” information sharing scheme under which both firms and the total system are better off. We also provide several interesting managerial insights and establish the robustness of the model in managing a supply chain through our analytical and simulation results.     

A comparative analysis of greening policies across supply chain structures

In this paper, we examine an apparel serial supply chain whose players initiate product “greening.” We consider situations in which the players cooperate or act individually. Our problem is motivated by recent developments in the supply chains of global apparel players. We build game theoretic models and show how greening levels, prices and profits are influenced by channel structures. We also study the impact of greening costs and consumer sensitivity towards green apparels. We propose a two-part tariff contract to coordinate the green channel. Our key contribution lies in the model of decision making of various supply chain structures and analyzing its impact on the players and supply chain. The problem throws interesting insights into the strategies of apparel players and their key decisions.     

Firm orientations, innovativeness, and business performance: Advancing a system dynamics view following a comment on Hult, Hurley, and Knight's 2004 study

Hult, Hurley, and Knight's [Ind. Mark. Manage. 33 (2004) 429.] study reports correlations for each of the three subfactors of market orientation (competitor orientation, customer orientation, and interfunctional coordination) and innovativenss. However, their report fails to discuss the nature of these relationships. Such findings are worthy of discussion because they support prior evidence demonstrating the centrality of customer orientation in linking competitor orientation and interfunctional coordination with both innovativeness and business performance. Also, the finding that interfunctional coordination relates strongly with innovativeness supports the paradigm shift toward relationship marketing. The point needs mentioning that several different (more than one) standardized effects, structural equation models explain similar amounts of variance of business performance besides the models that Hult et al. examine. Thus, the implication by Hult et al. (p. 436) that “…learning orientation has no significant direct effect on performance” is accurate only for the model tested (shown in their Fig. 2). Applying the “quick clustering” method helps to inform interpretation when nearly all relationships among variables are statistically significant. The present article includes a proposal for advancing from one-directional structural equation modeling of innovativeness and business performance to system dynamics modeling that includes real-world feedback loops.     

CRM systems and organizational learning: An exploration of the relationship between CRM effectiveness and the customer information orientation of the firm in industrial markets

The firm's customer relationship management (CRM) system is frequently a central element of the knowledge management function of the firm. It integrates information from internal and external sources to guide managers and field personnel in the development and presentation of the firm's value proposition. But despite the widespread adoption of CRM systems by firms operating in business-to-business markets, there is continued management skepticism concerning the effectiveness of these systems and their association with the firm's overall “customer information orientation.” The present study seeks to shed light on these topics by evaluating the relationship between the customer relationship orientation of the firm and its use of CRM, as well as the association of CRM use with overall firm performance in B-to-B settings across a range of traditional business performance measures. The authors employ a multi-method approach to determine the key variables, including: database currency, internal database utilization, database accuracy and performance based reward systems utilized to operationalize the construct “the firm's customer information orientation” in order to develop statistical measures of the relationships of selected variables. The results of the study provide support for the finding that customer information orientation is indeed associated with CRM system implementation and that CRM use is associated with firm performance in B-to-B markets.     

Examining sustainability performance in the supply chain: The case of the Greek dairy sector

This paper evaluates the sustainability performance of the Greek dairy chain and the performance of its individual members by using key indicators in relation to efficiency, flexibility, responsiveness and product quality. We assessed the importance of these indicators based on the relevant perceptions of key members of this chain. A structured questionnaire was developed where nineteen sustainability-related issues were examined. Two hundred and fifty three members of the Greek dairy supply chain responded including breeders, manufacturers, wholesalers, retailers and catering companies. Our findings illustrate the immediate need for improvement in many key sustainability performance indicators. They also show the critical role of large dairy manufacturers who are the “sustainability performance champions” in this chain and are the driving force for the implementation of many sustainability initiatives.     

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.     

Are key account relationships different? Empirical results on supplier strategies and customer reactions

In this paper, the authors analyze 91 key account relationships and 206 ordinary supplier-buyer dyads regarding differences in suppliers' relational behaviors and customers' perceptions of relationship quality (satisfaction, trust, and commitment). The results suggest that while - as compared to ordinary relationships - suppliers put significantly more effort in “value-creating behaviors” in key account relationships, they do not modify their “value-claiming behaviors” in those dyads. On the customer side, suppliers' increased value creating activities lead to increased commitment. However, customers are neither more satisfied, nor do they trust their suppliers more when they receive key account status.     

Aligning the sustainable supply chain to green marketing needs: A case study

The research explores the challenges facing organisations in aligning sustainable procurement requirements and marketing needs and the attendant shifts in supply chain management practices. Whilst external influences are readily understood (e.g. regulation and customer demand), less is understood about the implications for suppliers trying to meet sustainable procurement requirements and the organisational challenges of aligning marketing with sustainable supply chain management. An exploratory case study of a UK University catering department has been undertaken, to explore the strategies, processes and relationships associated with synthesising sustainable supply chain and green marketing needs. The empirical findings illustrate the divergence between organisational perspectives on sustainability and procuring sustainable products with marketing demands. Thus, the findings extend the theoretical discussion on sustainable supply chains by providing empirical data based on real-life implementation and from this an emergent aligned supply chain model is proposed, which confirms two drivers for alignment, ‘lean and resource efficient’ and ‘local and seasonal’ — contingent on market demand. The findings emphasise the benefits of a reverse information flow, the importance of intermediaries, and relationships in its fulfilment, while indicating the resurgence of a supply ‘push’ of sustainable products into core markets. Future research directions are also posited.     

Fit for purpose? Rethinking food security responses in protracted humanitarian crises

The recent rise in the price of food worldwide defied easy categorization. However, the impact of the price hikes on developing country consumption served to refocus attention on food security. Much attention was paid to short-term buffering of nutrition in tandem with new investments in agriculture – a dual approach that served to reinforce a longstanding bifurcation in analysis and programming between “emergency” and “development” categories, suggesting that “emergency” responses deal with immediate needs while “development” means addressing underlying causes with a longer-term lens. The notion of the “relief to development continuum” has long been dismissed as conceptual framework, but has never really been replaced as a programmatic framework. This paper suggests a multi-dimensional way of conceiving of these categories and a more systematic way of thinking about response. Ethiopia is noted as an example where elements of this new approach are taking shape but even Ethiopia has not adopted all of these components in an integrated way, and the programming there has not been comprehensively evaluated.