The asymmetric moderating role of market orientation on the ambidexterity-firm performance relationship for prospectors and defenders

Drawing on the resource-based view of the firm and, in particular, the capabilities perspective of firm performance, the authors examine the relationship between ambidexterity and firm performance for two strategy typologies: prospectors and defenders. Ambidexterity, defined as the combination of two discrete capabilities (exploration and exploitation), should have a less negative effect on firm performance among prospectors that add exploitation to exploration than among defenders who add exploration to exploitation. Hence, this research predicts an asymmetric effect of ambidexterity on firm performance for prospectors and defenders. The authors further posit that a boundary-spanning culture, such as market orientation, can function as a metaculture by integrating the subunit cultures generated by exploration and exploitation. As a result, market orientation should mitigate the negative effect of ambidexterity on firm performance, albeit differently for prospectors and defenders, and thus point to an asymmetric moderating role of market orientation. The findings provide mixed results, which the authors discuss along with some theoretical and managerial implications.     

Impeding insurgent attacks: The information management agenda

Recent confrontations in Iraq between coalition forces and insurgents have caused much havoc in the way of economic and political reforms. Insurgents use a wide range of tactics, from suicide bombings to kidnappings, to cause tension between the local factions and the Iraqi populace, and between the locals and the coalition forces. The strength of the insurgent strategy emerges from the nature of their attacks: highly erratic, yet potent. All-out-assault on these insurgents is impossible as they cloak themselves and exploit the advantages of guerrilla warfare tactics. In this paper, we will highlight the informational issues that the coalition forces must appreciate in order to curb and curtail these insurgent attacks. While we do not aim to propose any grand strategy to eradicate all insurgent attacks, we do believe that the true weapon that needs to used optimally (effectively and efficiently) against such attacks is information. Whether the insurgents or the coalition forces, the side that is more successful at managing and deploying information potently and with intent will ultimately prevail.     

Governance structures in R&D networks: An analysis in the European context

This paper analyses governance structures used to organize partnerships in R&D networks using two approaches: transaction costs theory and social capital theory. We argue that these theories are complementary; this explains forms of governance through the degrees of administrative (structural and safeguard mechanism) and social factors (cohesion and openness) they embody. Data was obtained from European R&D networks created through Framework Programmes which include a great number of universities, non profit institutions and firms. Findings show the variables that characterize and explain the governance forms based on the applicability of R&D networks. This study not only provides a theoretical model for analysing governance structures of these networks, but is also useful for both improving the management of networks and for fostering collaboration at an international level.     

Bounded socio-technical experiments as agents of systemic change: The case of a zero-energy residential building

Large-scale shifts in dominant technologies are the necessary components of a transition toward sustainability. Such shifts are difficult because, in addition to technological innovation, they require changes in the existing institutions, professional norms, belief systems and, in some cases, also lifestyles. In the languages of cognitive and policy sciences, higher order learning on a scale ranging from individuals to professional and business communities, to the society at large, is needed. Higher order learning is especially crucial in the types of innovations that depend mainly on synthesis of existing technologies and know-how to achieve radical reductions in energy and material consumption, as is the case with high performance buildings. One way to facilitate this type of learning is through experimentation with new technologies and services.Drawing on our earlier concept of a Bounded Socio-Technical Experiment, in this paper we propose a four-level conceptual framework for mapping and monitoring the learning processes taking place in a BSTE, and apply it to an empirical case study of a zero-fossil-fuel residential building in Boston. Three major conclusions are that: learning took place both on the individual and team level, that individual learning primarily (but not exclusively) involved changes in problem definitions; and that team learning consisted of participant turnover until congruence in worldviews and interpretive frames was achieved. This case study also shows that we must think of innovating in building design as both a process and a product, and that both must be considered in the future efforts to replicate this building.This study highlights that technological innovation about technology as much as about people, their perceptions, and their interactions with each other and with the material world. Sustainability will not be reached by technology alone, but by deep learning by individuals, groups, professional societies and other institutions.     

Economic development and resource degradation: Conflicts and policies

The paper develops a model that shares common features with computable general equilibrium (CGE) models. It is used to address two questions. First, what are the future prospects of a green gross domestic product (GDP); should we be concerned with resource degradation or not; and, to what extent, and under which conditions? Secondly, which policies are more effective than others? Model closures are simulated using different specifications of exogenous variables. Further, alternative policies are treated: human capital, price incentives, property rights and poverty reduction. In the African context, we show that while the prospects of environment-friendly economic development, i.e. a rising green GDP, are weak in the medium-run, under certain structural conditions there is a range of effective policies that resolves the conflict between economic growth and resource degradation, thus contributing to a rising green GDP.     

Transportation cost changes with statewide school district consolidation

This article studies the relationship between school district size and bus transportation costs, and estimates the change in such costs when a statewide policy of consolidation is pursued. To explore this relationship, we develop a multiple-objective model and solution procedure that combines a geographic aggregation and bus routing heuristic to generate consolidation scenarios. The heuristic was developed to explicitly consider efficiency, effectiveness, and equity objectives, and can be applied in both urban and rural states. The scenarios will generate average statewide bus transportation costs. As applied to the State of Iowa, within the legislature's proposed range of consolidation of 500-1000 students, it was found that transportation operational and capital cost increases range from 0.6 to 10.6 percent and 0.7 to 7.7 percent, respectively.     

Spatial interaction modeling of interregional commodity flows

Drawing from both the spatial price equilibrium theoretical framework and the empirical literature on spatial interaction modeling, this paper expands models of interregional commodity flows (CFs) by incorporating new variables and using a flexible Box-Cox functional form. The 1993 US commodity flows survey provides the empirical basis for estimating state-to-state flow models for 16 commodity groups over the 48 continental US states. The optimized Box-Cox specification proves to be superior to the multiplicative one in all cases, while selected variables provide new insights into the determinants of state-to-state CFs.     

Marketing resources and performance of exhibitor firms in trade shows: A contingent resource perspective

In spite of the fundamental nature of trade shows as venues for working on webs of vertical and horizontal relationships, the extant trade show literature neglected relationship and network context factors. Specifically, previous studies attributed superior trade show performance to internal resource conditions and hence failed to address the moderating influence of important contexts such as relationship assets and knowledge assets. This study adopts the contingent resource perspective and extends the literature by proposing that the main effect of trade show resources on trade show performance is contingent upon the firm's internal knowledge assets and its external relationship assets. Overall, the empirical evidence supports the contingency models. One major managerial implication for exhibitor managers is the need to adjust allocation of its trade show marketing resources according to market-based assets it possesses.     

Relational selling strategy and key account managers' relational behaviors: An exploratory study

Many companies see key account management as a potentially successful way to implement a relational strategy. Nevertheless, the literature suggests that strategy implementation at the sales force level is difficult to achieve, mainly because salespeople may not understand - nor accept - what they are requested to do. Despite their relevance, behaviors of key account managers have poorly been investigated. This article defines and tests a model of relational selling behaviors from the part of key account managers. Results show that the perception of the adoption of a relational selling strategy is associated with some specific key account managers' behaviors (customer-oriented selling, adaptive selling and team selling), but not with others (organizational citizenship behaviors). These findings suggest that potential discrepancies can exist between a relational selling strategy and its implementation at the key account manager level. Based on these results, theoretical and managerial implications are discussed.     

Measuring and managing customer relationship risk in business markets

There have been repeated calls from top management and marketing academics for greater accountability in marketing so that the financial returns of marketing investments can be more robustly evaluated. These are coalescing around the issue of whether or not marketing delivers shareholder value. One promising line of enquiry explores customer lifetime value and the profitable management of these relationships. Although helpful, this approach fails to make the final link with shareholder value since customer lifetime value is still essentially a profit or cash flow measure and does not fully account for customer risk. This paper describes empirical research which explores differing approaches to measuring customer risk and the creation of shareholder value through customer relationship management (CRM). We develop a customer relationship scorecard which proves an innovative tool for managers to use in determining the risks in their customer relationships and developing risk mitigation strategies. The scorecard is then used to forecast retention probabilities, from which a risk-adjusted customer lifetime value is calculated. Both the scorecard and the calculations have an impact on the CRM practices of the customer relationship managers. From a theoretical perspective, an enhanced consideration of customer risk and returns is an important additional step towards demonstrating that marketing creates shareholder value.