Using brand equity to counter outsourcing opportunism: A game theoretic approach

Outsourcing has long been touted as an avenue for companies to divest their non-core processes for cost and efficiency gains. However, outsourcing has since become so sophisticated that some companies are even outsourcing core functions such as engineering, marketing, and R&D and as a consequence, could be unknowingly nurturing its outsourcing partners as future competitors. Through formal game theoretic analysis, we show that in addition to learning, outsourcing firms could also make use of brand equity to safeguard themselves from the threat of potential market entry by their outsourcing suppliers when the outsourced component is a core competence, particularly when the rate of learning is at best moderate. In addition, we show that it may be optimal for outsourcing firms to adopt a make-and-buy strategy.     

Explaining supplier-buyer partnerships: a dynamic game theory approach

Car manufacturers are introducing new purchasing policies in the European automotive industry. Aggregation of parts to form complete prefabricated systems is becoming the prominent way for suppliers to increase their competitiveness. This change implies new organizational arrangements between car manufacturers and suppliers to reflect a new relationship between traditionally adversarial firms. Using a game-theoretic approach, we emphasize, in this paper, that a partnership can only be accomplished, when the present uncertainty between the car manufacturer and the supplier can be drastically reduced. We show through a dynamic game construct and a case study how trust between suppliers and assemblers can be forged.     

Outsourcing: Think more expansively

Outsourcing refers to the practice of a firm entrusting to an external entity the performance of an activity that was performed erstwhile in-house. Although off-shoring and offshore outsourcing to suppliers have dominated much of the recent discussion and debate on outsourcing in scholarly journals and the business press, the nature and scope of outsourcing that does not transcend national boundaries, and outsourcing to entities other than to suppliers is quite substantial. Against this backdrop, a five sources outsourcing framework delineating a broad array of outsourcing avenues available to firms is proposed. For the most part, lowering costs as a motive underlying off-shoring and offshore outsourcing have dominated recent discussion. Furthermore, in the aftermath of the rapid growth in offshore outsourcing in the services sector, the technological forces underlying these developments have been extensively written about. Against this backdrop, the relevance of considerations other than cost in the outsourcing decisions of firms, and the role of technology in automating and thereby either making redundant an erstwhile outsourced activity or performing the activity in-house are discussed.     

论企业管理中的采购管理工作

随着市场经济的深入发展,市场竞争越来越激烈,采购管理在企业管理中的重要作用也逐步突出出来,企业物资采购就是一个既敏感、复杂,又易出现问题的环节。企业生产经营全过程包括采购、生产和销售三个环节,采购环节主要负责采购生产所需的物资,合理优质的物资采购是企业进行生产经营的前提和基础。物资采购供应工作是企业管理中的重要一环,而价格审核是物资采购管理中的重要一环。     

Procurement commodity structures: issues,lessons and contributions

Little attention has been given in the literature on how to involve suppliers in technological development, especially from the purchasing organisation perspective. In researching how to involve the suppliers, we explore the purchasing structure, particularly the role-played by the “commodity managers”. The data for this exploratory study was collected through in-depth interviews and observations made in the case study Company (a global automotive OEM located in Europe) and two of its critical suppliers also located in Europe. The end result of this study is the development of a conceptual model for the organisation and management of purchasing projects in outsourced product development through commodity managers.     

Nearshoring,reshoring, and insourcing: Moving beyond the total cost of ownership conversation

As firms from across all manufacturing sectors are rethinking their outsourcing and offshoring strategies, there is the potential for a manufacturing renaissance in the U.S. The findings from this case study suggest that the current manufacturing relocation shift is not perceived by manufacturers as a long-term business strategy (as outsourcing has been). As such, the results suggest that manufacturing relocation decisions based exclusively on models such as total cost of ownership (TCO) will not deliver anticipated near-term costs savings. In addition to TCO, firms must have access to information concerning the complexity of the outsourced manufacturer’s manufacturing and supply chain processes in order to fully evaluate the ‘as-is’ outsourced function against ‘to-be’ manufacturing relocation opportunities.     

Purchasing Higher-Value,Higher-Price Offerings in Business Markets

Purpose: A conceptual framework is proposed and tested to better understand customers' purchase of higher-value, higher-price offerings in business markets. Ambiguity about superior value and consequences of obtaining superior value are the constructs in this framework. Ambiguity about superior value is meant to capture the concern and doubt that managers at customer firms have about whether their business will actually realize the cost savings or ability to earn incremental revenue and profits that suppliers claim for their offerings. Consequences of obtaining superior value refers to the outcomes that a customer manager anticipates or experiences in making a purchase decision for higher-value, higher-price offerings.

Methodology: Two operationalizations of each construct are studied in a pair of experiments with purchasing managers and plant maintenance managers.

Findings: Value evidence and incentive to change each receive significant support as mechanisms to reduce ambiguity about superior value. Notably, reference customers and pilot programs appear to be equally effective as value evidence in reducing ambiguity about superior value. In addition, the results provide strong empirical support that incentive to change operates as a threshold phenomenon, as predicted from social judgment theory. While no significant differences in purchase preferences are found for area of responsibility (purchasing versus plant maintenance managers), significant support is found for performance review and reward system as a manipulation of consequences of obtaining superior value.

Contribution: The conceptual framework and empirical results significantly contribute to our understanding of how suppliers in business markets can use monetary as well as nonmonetary means to persuade customers to purchase higher-value, yet higher-price offerings.     

Outsourcing and pass-through

A large share of international trade occurs through intra-firm transactions. We show that this common cross-border organization of the firm has implications for the well-documented incomplete transmission of shocks across such borders. We present new evidence of an inverse relationship between a firm's outsourcing of inputs and its rate of exchange-rate pass-through. We then develop a structural econometric model with final assemblers and upstream parts suppliers to quantify how firms' organization of their activities across national borders affects their pass-through behavior.     

Strategic Outsourcing: Lessons from a Systems Integrator

This article explores the question of how outsourcing works in practice. 'Telequip', a telecoms equipment supplier, adopted a core competency strategy under which activities outside its 'core business' of order fulfilment were to be outsourced. Detailed research on three of the outsourcing decisions which flowed from this strategy, including attending meetings between Telequip and its suppliers, led the author to conclude that in practice it wasn't all as neat as that. He argues that Telequip used its core competency strategy to get rid of problem-ridden business activities and that outsourcing risks loss of key skills.     

Retailers' and manufacturers' price-promotion decisions: Intuitive or evidence-based?

Consumer price promotions account for more than half of many manufacturers' marketing budgets, and require a significant time investment to manage. Amidst the considerable research on price promotions, little academic attention has been paid to how manufacturers and retailers make price-promotion decisions. Based on in-depth interviews with a broad range of managers, this study investigates factors that influence price-promotion decisions in durable and consumer goods industries. Findings suggest that (1) intuition and untested assumptions are the main inputs into these decisions; (2) practitioners lack solid empirical evidence to guide their actions, and their beliefs are often in stark contrast with academic knowledge about the effectiveness of price promotions; and (3) price promotions are typically not evaluated against the objectives according to which they were justified, impeding appropriate feedback for future decisions. Research priorities are outlined to advance evidence-based decision-making in this area.     

Category Captain Management: a new approach for healthcare suppliers to partner with their hospital customers

Hospitals represent a substantial market for pharmaceutical and medical device companies. The typical approach by healthcare manufacturers and suppliers to hospitals is to send representatives or detailers to hospitals and meet with representatives of hospital formularies and purchasing officials. Classic channels systems, and specifically, Category Captain Management ("CCM") may provide more of a sustainable competitive advantage than traditional hospital detailing. The purpose of this article is to discuss how CCM might apply as an approach for healthcare suppliers to truly partner with their hospital customers.     

Do Firms Spend More on Suppliers That Have Environmental Expertise? An Empirical Study of U.S. Manufacturers’ Procurement Spend

Stakeholders expect focal firms to improve their environmental performance. While firms may be able to accumulate the environmental expertise needed to achieve this goal internally, doing so may require significant time and resource commitments. Alternatively, buyer firms can leverage their suppliers’ existing environmental expertise and gain access to such expertise when they purchase products and services from these suppliers. The purpose of this study was to develop and test theory regarding under what conditions suppliers’ environmental expertise influences a buying firms’ procurement spend with these suppliers. We ground our study in transaction cost economics and agency theories and empirically test our hypotheses using a unique buyer–supplier dyadic data set. We find that buyer firms are willing to increase their overall business spend with suppliers that have strong environmental expertise, particularly when the buyer firms are more profitable and have higher levels of absorptive capacity. However, we find the opposite effect when the buyer firm’s executive compensation is linked to the firm’s environmental, social, and governance (ESG) performance. Likewise, we also find that the buyer firm’s environmental concern ratings negatively moderate the relationship between the supplier’s environmental expertise and the buyer’s procurement spend with the supplier.     

A Relationship Governance Perspective of Organizational Buyers' Supplier Choice Decisions

Although the transaction cost analysis (TCA) has long been used by marketing and management scholars to study organizational buyers' make-or-buy decisions, it sheds limited light on their choice behavior beyond the make-or-buy trade-off. In the meantime, many organizational purchase decisions are structured around which independent supplier to buy from, rather than a typical make-or-buy decision. This study extends existing research on TCA by applying this theoretical framework to explore why organizational buyers make purchases from among independent suppliers. The article posits that (1) two forms of relationship governance—buyer trust and market (i.e., the relative dependence between the buyer and supplier)—help explain the differences in buyer decision-making uncertainty involving independent suppliers, which further influences the buyers' propensity to purchase; and that (2) trust further influences the buyers' propensity to purchase due to its effect on customer perceived value. The empirical study based on organizational purchasing decisions lends support to the predictions of the relationship governance theory.     

Matching governance mechanisms with transaction-specific investment types and supplier roles: An empirical study of cross-border outsourcing relationships

Drawing from transaction cost economics (TCE) and relational view (RV), we develop a contingency framework that matches governance mechanisms with different types of supplier transaction specific investments (TSIs) in cross-border outsourcing relationships. We further examine the three-way interaction effects between governance mechanisms, TSI types, and supplier roles in cross-border outsourcing relationships. Using data collected from 324 managers of local suppliers in China and 162 managers working for international buyers located in 15 different OECD countries, we find that while relational governance is more effective at safeguarding supplier human TSIs, it is not an effective solution for safeguarding supplier physical TSIs. In contrast, formal contracts help safeguard supplier physical TSIs against international buyer opportunism, but they are ineffective at safeguarding local supplier human TSIs. Moreover, we find that the interaction effect between formal contracts and supplier physical TSIs is stronger for original equipment manufacturers (OEMs) than for original design manufacturers (ODMs), whereas the interaction effect between relational governance and supplier human TSIs is stronger for ODMs than for OEMs. Theoretical and managerial implications of the findings follow.     

Ethical consumer behaviour in Germany: The attitude‐behaviour gap in the green apparel industry

In today's society, the trend of ethical consumerism is undeniable. Yet, even though consumers are ethically concerned, they rarely transform their intentions into a green purchasing behaviour—and this phenomenon is also evident in the sustainable fashion industry. This study aims to understand the prevailing attitude‐behaviour gap and explores the barriers that constrain consumers in purchasing green apparel. A total of 13 in‐depth interviews were conducted and analysed to the principles of grounded theory. The analysis reveals that the following barriers impede consumption of sustainable fashion: price, availability, knowledge, transparency, image, inertia and consumption habits. The impact of each dimension on consumers' purchase decisions might be of interest to apparel manufacturers and retailers who should implement strategies to encourage eco‐conscious apparel acquisition and focus on diminishing these barriers. Accordingly, three major recommendations are made: (a) to concentrate on specific product attributes; (b) to adopt an efficient digital communication strategy; and (c) to make a greater effort on making green apparel attainable. This study contributes to the overall understanding of consumer behaviour in the ethical fashion industry and examines in‐depth the purchasing criteria for sustainable fashion for consumers.     

Unintended Consequences: How Suppliers Compensate for Price Concessions and the Role of Organizational Justice in Buyer‐Supplier Relations

“You get what you pay for” is one of life's lessons that predominates in purchasing decisions individuals make in their personal lives. The results of this study suggest this lesson should also prevail among management when price‐related purchasing decisions in businesses are being made. An evaluation of over 1,700 purchasing instances across seven years of a longitudinal panel data set collected from Tier 1 production suppliers to the six major North American automotive Original Equipment Manufacturers (OEMs), Chrysler, Ford, General Motors, Honda, Nissan, and Toyota, found that suppliers compensate for price concessions and price reduction pressure from the OEM in the year following the concession, by reducing product quality, service support, and R&D expenditures associated with goods provided to the OEM. This industry is particularly relevant because it is highly adversarial, yet at the same time reliant on interdependence. The results show that supplier price concessions granted to an OEM led to compensatory supplier behaviors of reduced quality and R&D expenditures toward that OEM. Further, the results suggest that the organizational justice dimensions of distributive justice, procedural justice, interpersonal justice, and informational justice can ameliorate negative supplier compensatory activities. A buyer–supplier relational environment that engenders organizational justice tactics such as open and honest communication with suppliers provides suppliers the expectation of an acceptable return on business over the long term, provides help to suppliers to reduce costs, and builds supplier trust of the OEM had generally positive effects on quality, service, and R&D expenditures. From a management perspective, these results indicate there is a very real risk versus reward issue associated with pressuring suppliers for price reductions.     

Small local firms inside the supply chain: Challenges and perspectives

The authors provide the results of an empirical research carried out in north-east Italy and completed in 1992, which was aimed at investigating the rapport between large manufacturers operating on the multidomestic and global markets and the small local supplying concerns. This research identifies that the globalization process has had a strong impact in the relations with suppliers. The purchasing firms have adopted a particular approach when selecting the suppliers. This has involved widening their previous geographic areas of contact, even making use of foreign sources. Consequently, the local micro units either will become excluded from future business relations with the purchasing organizations, or will be relegated into lower levels of the supply chain. Today small and very small units working as suppliers with direct link with large-scale clients, face many challenges: they should now renew their know-how and skills, develop a new managerial and organizational sense, and recognise the need to invest in new forms other than machinery and processes. The empirical study clearly showed both the limits and the structural weakness of such small units and provided some indications for growth in their technical-productive potential.     

Country of origin perception and industrial purchase decision-making in New Zealand

This paper focuses on the impact of country of origin (COO) factors on New Zealand purchasing managers’ perceptions of two categories of industrial products, namely machine tools and component parts. These products are from 17 countries which are categorised in three kinds, namely developed, newly industrialised and industrialising countries. In this study a distinction is also made between country of design and country of assembly. Despite the debate that COO effects may no longer be clearly delineated because of globalisation of markets and outsourcing, this study confirms the importance of COO in industrial purchase decision-making by managers in New Zealand.     

“Let's make a deal:” Price outcomes and the interaction of customer persuasion knowledge and salesperson negotiation strategies

In response to increased consumer empowerment and frugality, many business-to-consumer (B2C) firms now negotiate “deals” with customers. Understanding how buyer and seller inputs affect negotiation outcomes is important because successful completion, or a closed sale, results in perceived value (based on the negotiated price) for both the customer and the seller. We suggest negotiation is influenced by the persuasion knowledge of the customer and the negotiation strategies used by the salesperson to manage conflicts that arise during the process. Using unique dyadic data from the automotive industry that combines multisource (salesperson and customer) survey data with objective purchase price information, we find that price outcomes and customer satisfaction depend on the different interactions of customer persuasion knowledge and salesperson negotiation strategies. The results suggest that perceived value may be generated for both the selling firm and the customer based on these unique inputs.     

Something Free or Something Off? A Comparative Study of the Purchase Effects of Premiums and Price Cuts

As an alternative to promotional price cuts, retailers and manufacturers often rely on non-price promotion techniques, such as premium promotions, where consumers receive a free gift with the purchase of a product. We compare the effectiveness of premiums to that of price cuts, and study moderators of this comparative premium effectiveness. We use data from a large online shopping simulation study with more than 2,000 participants to model consumers’ purchase decisions in response to premiums and price cuts. Results indicate that the impact of premiums on purchase behavior is systematically lower than that of equivalent price cuts. However, a premium’s smaller sales impact may be offset by a cost advantage. This is especially true for private label brands where the premium’s purchase effects do not differ too much from those of a price cut. We calculate how large the cost advantage has to be for a premium to be more profitable than a price cut, and show that premiums entail risks as well as opportunities, for both manufacturers and retailers.