Transitioning from product to service-led growth in manufacturing firms: Emergent challenges in selecting and managing the industrial sales force

Despite the increasing strategic value of service-led growth in competitive and commoditized markets, firms frequently encounter problems orienting their industrial sales forces toward these new organizational objectives. To identify important potential challenges to firms attempting to make the transition to service-led growth, we conducted focus groups and depth interviews with 38 sales executives at goods-dominant business-to-business firms. Our discussion with C-suite managers uncovered four major transition issues, to wit, (1) the magnitude of change at the sales organization level triggered by a service transformation; (2) unique elements of selling hybrid offerings versus industrial goods; (3) the link between these differences and the sales proficiencies required for hybrid offering sales; and (4) potential individual differences among high-performing hybrid offering salespeople, compared with sales reps focused on goods sales. These insights highlight some of the managerial and sales force-level challenges that goods dominant firms will have to address as they attempt to initiate and maintain the transition to a service-led growth strategy.     

Incubation matters: Measuring the effect of business incubators on the innovation performance of start‐ups

This article explores the role of business incubators on the innovation performance of start‐ups; in addition, we also investigate how the incubation effect moderates other important factors driving their innovation performance. The empirical evidence comes from a sample of firms located in Northern Italy belonging to the manufacturing (mechanical engineering firms) and service sectors (knowledge‐intensive business services). The results suggest that the incubation effect is very important in shaping the innovation performance of new ventures (measured as a percentage of sales of new‐to‐market innovations). Moreover, it positively moderates the impact of (1) the internal technical capabilities and (2) the adoption of a limited portfolio of collaborations for innovation.     

The impact of market orientation on the development of relational capabilities and performance outcomes: The case of Russian industrial firms

The article investigates the role of market orientation as an antecedent for the development of relational capabilities and performance in Russian industrial firms. We test the direct role of different aspects of market orientation on business performance in comparison to an indirect and mediated influence via improving a firm's ability to become embedded in relational structures. The results of an empirical study demonstrate the differential impact of components of market orientation - customer orientation, competitor orientation, and interfunctional coordination - as direct and indirect antecedents of relational capabilities and thus subsequently of overall firm performance. It can be shown that in Russian industrial markets competitor orientation directly and positively impacts on performance, while the other two components of market orientation have only a mediated effect on performance via the development of relational capabilities.     

The Impact of Industrial Design Effectiveness on Corporate Financial Performance*

Despite the growing recognition of industrial design's value in creating sustainable competitive advantage, few studies have attempted to quantify the contribution that design makes to company financial performance. This article examines the relationship between industrial design and company financial performance in order to assess industrial design's contribution to this performance. Effective industrial design was evaluated by asking a panel of 138 industrial design experts to rank the industrial design effectiveness of publicly traded firms within nine selected manufacturing industries; the ranking process yielded 93 firms. Based on the rankings, firms within each industry were divided into two groups: those judged as exhibiting high design effectiveness versus those judged as low in design effectiveness. Audited financial data reported to the SEC across a seven‐year period from 1995 to 2001 were used to evaluate financial performance. Using traditional financial ratios senior managers consider essential performance measures, those firms with high design effectiveness were hypothesized to have higher returns on sales, returns on assets, and growth rates of sales, net income, and cash flow than firms with low design effectiveness. High design effectiveness firms further were hypothesized to have higher stock market returns. These comprehensive, corporate financial measures incorporate expenditures made on industrial design (industrial designers' salaries, design consultants' fees, computer‐aided industrial design equipment) and expenditures that designers influence through their design choices (material costs, manufacturing equipment). This analysis reveals that firms rated as having “good” design were stronger on all measures except growth rate measures. These results provide strong evidence that good industrial design is related to corporate financial performance and stock market performance even after considering expenditures on industrial design. Further, the patterns of financial performance over the seven‐year horizon suggest that these effects are persistent.     

Assessing resources, logistics service capabilities, innovation capabilities and the performance of container shipping services in Taiwan

The purpose of this study is to examine the relationships between resource, logistics service capability, innovation capability and the performance of Taiwanese container shipping service firms based on the resource-based view (RBV). A structural equation modeling (SEM) approach was employed to test the research hypotheses. Results indicated that resource had a significant positive effect on logistics service capabilities and innovation capabilities. In addition, the findings indicated that logistics service capability had a positive effect on the performance of container shipping service firms. However, resource and innovation capability were not found to have significantly positive effects on firms’ performance. Theoretical and managerial implications of the research findings for container shipping service firms are discussed.     

Resources and capabilities driving competitive advantage in export markets: guidelines for industrial exporters

In the context of the quest for the factors that determine competitive advantage, this study adopts a resource-based view and applies it to industrial goods' manufacturers engaged in exporting activities. The notion of organizational process is used as a filtering mechanism for the development of a classificatory scheme for firms' sources of competitive advantage in export markets. Different combinations of export-related resources and capabilities are identified as drivers of cost, service, and product advantage. Nonetheless, the capability to build enduring relationships with customers emerges as essential in achieving all three types of export competitive advantage. The findings of this inquiry have important implications for business practitioners in export manufacturing firms of industrial products. Limitations of the study are considered, and future research directions are identified.     

Beyond the retention—acquisition trade-off: Capabilities of ambidextrous sales organizations

Sales organizations aim to grow their firms' business by acquiring new customers while retaining their existing ones. Although customer acquisition and retention are complementary processes, they involve different sales process capabilities that often compete for investments. However, firms that succeed in effectively combining these capabilities are “ambidextrous” and will enjoy superior growth and profits. Although developing ambidexterity is a fundamental sales management task, it has received little attention in research. Based on the Motivation-Opportunity-Ability framework we identify a set of organizational sales capabilities that can help sales organizations' joint management of acquisition and retention capabilities, and explain their influence drawing on Job Demands-Resources (JD-R) theory. Survey and time-lagged archival performance data from 174 firms provide an empirical test of the conceptual model and hypotheses developed. Results confirm that incentive management, cross functional cooperation, and the interaction of cross functional cooperation and sales training capabilities are positively correlated with sales organization ambidexterity. In addition, we find a positive correlation of customer prioritization on ambidextrous selling. Results confirm that firms with high levels and aligned acquisition and retention capabilities enjoy superior organic growth. However, contrary to expectation, increases in profit growth are only accomplished if acquisition capabilities are high.     

Product radicalness and firm performance in B2B marketing: A moderated mediation model

There has been ambiguity and controversy in establishing the links between the introduction of radical innovations and firm performance. While radical innovations create customer value and grow product sales, they are also fraught with uncertainty due to customer resistance to innovative products and significant costs associated with commercialization. This research aims to explain the contrarian findings between radical innovations and firm performance in a business-to-business (B2B) context by examining two mediating variables – new product advantage and customer unfamiliarity. Using a multi-informant approach, the authors collected survey data from a sample of 170 Spanish B2B firms engaged in new product development, provided by 357 managers. The authors find that, while new product advantage positively mediates the relationship between product radicalness and firm performance, customer unfamiliarity has a negative mediation effect on this relationship. Furthermore, the authors examine the moderated mediation effect by industry type, manufacturing vs. service, and find that it moderates the mediation of customer unfamiliarity: The negative impact of product radicalness on customer unfamiliarity is greater for manufacturing firms than for service firms. With these findings, the authors discuss implications for development and marketing of radical innovations and how those implications facilitate firm performance in the B2B context.     

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.     

Supply chain integration and service oriented transformation: Evidence from Chinese equipment manufacturers

This study builds a conceptual model to describe the relationships among operational integration and strategic integration of supply chain, product-based and customer action-based service provided by industrial manufacturers, and firm performance. Using sample data from Chinese equipment manufacturers, this study finds that operational integration of supply chain has positive direct effect on product-based service, while strategic integration has positive direct effect on customer action-based service. Furthermore, product-based service is the basic transformation strategy for industrial manufacturing companies and it has not only positive direct effect but also indirect effect through customer action-based service on firm performance.     

Networked manufacturing:: The impact of information sharing

In this paper we address the impact of information sharing between firms of a manufacturing network. Firms of the network are selected and scheduled to produce an order based on a price–time evaluation of their bids using an optimal planning model for networked manufacturing. Networking strategies, where business relationships are characterized by different levels of shared information on price and capacity, are classified. An illustrative example sketches the impact of information sharing on networked manufacturing using three different kinds of bidding protocol expressing how firms aggregate their information to conform to networking requirements. Finally, the results show that higher networking flexibility in terms of price–time alternatives can be achieved when firms favor tight partnership relations, offering consequently a better scheduling performance.     

Platforms in service-driven manufacturing: Leveraging complexity by connecting,sharing, and integrating

Service-driven manufacturing firms often rely on networks in service operations; however, in order to leverage the network approach, firms must address the challenges of managing and orchestrating complex inter-organizational relationships. In this study, we identify how companies aim to leverage network-related complexity in their operations instead of trying to reduce complexity. We show how platform approaches have been used and could be used in this setting to assist in the flexible externalizing of resources and capabilities, and to provide structure for network orchestration. Although limited to the case-study setting, this study provides a rationale for using platform approaches in a service-driven manufacturing context, demonstrating how all of the identified logics have a special role in value creation in service networks.     

Multi-focused strategy in value co-creation with customers: Examining cumulative development pattern with new capabilities

The previous research of capabilities development has largely focused on the established capabilities, i.e., quality, delivery, cost and flexibility, although there are a wide variety of possible dimensions. Few studies report the accumulation effect about adding new capabilities on an established base in a different strategic setting. Motivated by the increasingly important strategy of value co-creation with customers, this study aims to examine the patterns of capability development with consideration of adding service and customerization capabilities. Taking a downstream-focused view and based on the data collected at Chinese firms, this study extends the cumulative theory to the scenario of value co-creation with customers by identifying the mutual enhancement effect when adding new capabilities on an existing base. Specifically, this study finds that firstly, new capabilities (i.e. service and customerization) and established capabilities (i.e. flexibility and delivery) are mutually supportive in value co-creation scenario; Secondly, flexibility plays a primary role to amplify other capabilities in the new strategy; Thirdly, the capabilities development follows a sequence of flexibility, delivery, service and customerization. The findings of this study also enrich value co-creation studies by offering proposed capabilities development pattern which facilitates strategists to operationize the concept of value co-creation with customers and helps guide companies to take both upstream-focused and downstream-focused views of capabilities development to excel in coming competition.     

The Effects of Unions on Firm Behavior: An Empirical Analysis Using Firm-Level Data

We evaluate the use of firm-level union coverage rates in empirical models of firm behavior and performance. We focus on the potential for measurement error in both firm- and industry-level data, and find that firm-level union coverage rates provide more precise estimates of union effects. Higher union coverage at a firm is associated with slower employment and sales growth, decreased productivity in nonmanufacturing firms, increased productivity in manufacturing firms, lower profitability, and less investment in durable assets, such as research and development.     

The Locus of Innovation: The Effect of a Separate Innovation Unit on Exploration,Exploitation, and Ambidexterity in Manufacturing and Service Firms

This paper investigates the effects of having a separate innovation unit on exploration, exploitation, and ambidexterity in manufacturing and service firms according to traditional paradigms of the innovation management discipline that innovation units should be organized in a separate department. Many manufacturing firms have such a unit while few service firms do. This paper sets out to investigate the advantages of having such a unit for exploration, exploitation, and ambidexterity, and whether there are differences between manufacturing and service firms that could help explain why such units are present or absent. The literature suggests that a separate innovation unit has a positive effect on exploration and ambidexterity in manufacturing firms. However, the effect on improving operational activities, that is, exploitation, is unclear. If exploration and exploitation are two ends of a continuum, as the literature suggests, more exploration comes at the cost of exploitation. On the other hand, others have suggested the possibility of an orthogonal relationship, where a separate unit can simultaneously enhance exploration and exploitation. In this paper, the Dutch Community Innovation Survey (CIS) is used to investigate these relationships for manufacturing and service firms, with a question added to the survey regarding the locus of innovation within each firm, that is, mostly within a dedicated innovation unit or dispersed throughout the firm. Our findings show that a separate innovation unit increases exploration, exploitation, and ambidexterity in both manufacturing and service firms. It thereby provides support for the orthogonal view of ambidexterity. A separate unit enhances the ability to exploit and be ambidextrous equally in service and manufacturing firms, but has a weaker positive effect on exploration, and exploratory and ambidextrous performance in service firms. This finding implies that both manufacturing and service firms benefit from having a separate innovation unit, with the advantages being greatest for manufacturing firms. In service firms, such an innovation unit alone may not be sufficient, as such units are expensive to maintain, while they contribute less to ambidextrous performance than in manufacturing firms. Based on the latter finding, future studies should make a distinction between the ability to be ambidextrous in creating exploratory and exploitative innovations, and ambidextrous performance, the ability to gain financially from engaging in both types of activities simultaneously.     

差别化竞争战略与服务增强的内在机理

国内外许多研究者都观察到了制造企业中服务收入占营业收入的比重越来越高、服务的利润贡献越来越大，这一现象即“服务增强”。本文首先将产品界定为既包括有形实体，也包括无形服务的完全产品，然后构造了一个完全信息动态博弈模型来研究这一现象。我们发现，厂商实施服务延伸实体产品差别化的竞争战略，必然导致服务增强的结果，同时，增进厂商利润与消费者总剩余。这一结论，为我国企业通过服务差别化来谋求在全球市场上的可持续竞争优势提供了理论根据。     

Outsourcing reverse logistics of high-tech manufacturing firms by using a systematic decision-making approach: TFT-LCD sector in Taiwan

Reverse logistics are increasingly crucial for the supply chain strategy of global high-tech manufacturing firms. As reverse logistics operations are significantly more complex than traditional manufacturing supply chains, many high-tech manufacturers are examining the feasibility of outsourcing reverse logistics activities to third party logistics providers (3PLs) from a strategic planning perspective. Internal resources and capabilities are thus examined from a resource-based perspective to identify which reverse logistics service requirements could be fulfilled in-house or outsourced. Therefore, this work presents a systematic approach using the analytical network process (ANP) not only to investigate the relative importance of reverse logistics service requirements, but also to select an appropriate 3PL. Empirical results based on the case of the TFT-LCD sector in Taiwan indicate that information technology management is of priority concern in reverse logistics services. In addition to providing a valuable reference for manufacturers concerned with service requirements for outsourcing, results of this study significantly contribute to the efforts of 3PLs in evaluating whether they comply with potential customer requirements based on their service capabilities.     

我国产业发展相对困境与对策分析——以制造业和生产性服务业为例

我国粗放型的经济增长方式,迫切需要通过转型升级来提升竞争力。通过国际比较可知,我国经济自改革开放以来发展较快．但近年来存在较为明显的相对困境。文章从制造业与生产性服务业两方面分析了我国的产业发展现状,指出了我国经济和产业在发展中存在的难题．进而从挖掘政策红利、改变发展方式、加快制造业转型、提速服务业升级、促进产业融合等方面提出了破除我国产业发展困境的措施安排。     

Export and domestic sales: their interrelationship and determinants

We examine the interrelationship between export and domestic sales. Our expectation is that they are simultaneously determined, and as such should not be examined in isolation. We also investigate how firm factors—such as R & D and advertising investments—and external factors—such as market growth and exchange rate changes—impact export and domestic sales. Using a non‐recursive system of equations, we test our arguments on a representative sample of Spanish manufacturing firms between 1990 and 1997. We find significant interrelationships between export and domestic sales with striking differences between Spanish‐owned firms and foreign‐owned firms operating in Spain. For Spanish‐owned firms, domestic and export sales are complements. These firms appear to focus on the domestic market and strength in the domestic market drives their export sales. In contrast, domestic and export sales are substitutes for foreign‐owned firms. These firms' export strategies appear subsumed under strategies of managing a multinational network in which the focus is sales outside of Spain. We discuss the importance of these findings for understanding and managing export strategies. Copyright © 2005 John Wiley & Sons, Ltd.     

Success and Failure in New Industrial Services

The critical role of innovation has long been recognized in physical goods; however, the development of innovative services has received much less attention. The research described here reports on an early major study of success and failure in new industrial services. Building on her integration of two literatures on new product innovation and services marketing, Ulrike de Brentani reports how companies measure new service performance and the factors which are associated with success. She reports that new industrial services share some important success factors with physical goods, such as the firm's market orientation, a formal service development process, project synergy and a truly superior new service offering. Yet she finds that firms must adjust their approach to the distinctive character of services, including customer perceptions of service quality, features that successfully differentiate services in competitive terms and cost reduction.