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《International Journal of Research in Marketing》2022,39(4):1019-1041
Are service brands constrained in launching new service offerings? Both research evidence and managerial wisdom suggest brands should extend to similar categories. However, in five studies using real-life brands - four experiments and one large-sample survey - we provide evidence that similarity is less of a constraint for service brands extending to other service categories (service-to-service extensions), compared to cases involving parent brands or extension categories of a product nature. Importantly, we demonstrate that such an effect occurs because service brands possess associations relevant across the spectrum of service categories. Our results suggest that service brand managers have the opportunity to stretch their brands to dissimilar service offerings; yet, they need to ensure the marketing execution does not make the brands’ service associations inaccessible to consumers. The findings suggest that even product brands can build service associations by adding service components to their offering, thus becoming “servitized” and better able to extend to dissimilar service categories. Overall, our work contributes to the academic debate documenting that the principles governing the management of product vs. service brands are not identical. 相似文献
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Are you really doing good things in your boss's eyes? Interactive effects of employee innovative work behavior and leader–member exchange on supervisory performance ratings 下载免费PDF全文
Sebastian C. Schuh Xin‐an Zhang Frederick P. Morgeson Peng Tian Rolf van Dick 《人力资源管理》2018,57(1):397-409
Organizations increasingly depend on employee efforts to innovate. However, the quality of relationships between leaders and employees may affect the recognition that employees receive for their innovative work behaviors. Drawing from a social cognition perspective, we tested a model in which leader–member exchange (LMX) moderates the impact of employee innovative work behavior on supervisory ratings of employee performance. Results from two multisource studies combining self, colleague, and supervisor ratings consistently showed that employees receive more favorable performance ratings by engaging in innovative work behavior when they have high‐quality LMX relationships. Moreover, we found that this interactive relationship was mediated by leader perceptions of innovative employee efforts, providing support for a moderated mediation model. Implications for the literatures on performance appraisal, LMX, and innovation are discussed. 相似文献
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产业集聚和市场集中是影响区域创新能力的重要因素。本文考察了京津冀、长三角两大经济圈制造业产业集聚与市场集中对区域技术创新能力的作用。实证分析结果表明:两大经济圈制造业集聚与市场集中均在一定程度上促进了区域创新能力的提升,但由于两大区域体制机制条件、创新环境、产业组织形态等不同,制造业产业集聚影响区域技术创新的程度、特征与路径也存在一定差别。两大经济圈应采取差异化集群发展方式,加快推进制造业集群升级,特别是应抢抓第四次工业革命发展机遇,提升制造业智能化水平,提升区域创新能力水平。 相似文献
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Catapults(弹射中心)作为一种新型研发组织形式,在英国创新发展战略的实施中扮演着重要角色。精准的组织功能定位、高效的组织管理运作模式和紧密的网络化组织关系,是Catapults组织管理模式创新的重要三大重要内容。为我国新型研发机构的培育和发展提供了良好的参考样本。 相似文献