Is similarity a constraint for service-to-service brand extensions?

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.     

高技术企业多元化战略对创新持续性的影响——动态能力的调节作用

基于资源基础理论和持续创新内生机制，利用435家高技术企业2010—2018年面板数据，对多元化战略对高技术企业创新持续性的影响进行探究。结果表明，产品多元化与创新持续性呈正U型关系，技术多元化对创新持续性具有正向促进作用，产品多元化与技术多元化协同效应对创新持续性具有负向影响；动态能力强化了产品多元化与创新持续性之间的正U型关系，并正向调节技术多元化与创新持续性之间的关系。在动态能力调节作用下，高技术企业产品多元化与技术多元化协同效应对创新持续性具有正向影响。     

Out-of-stock justifications and consumers’ behavioral outcomes– exploring the role of product type and sales level information in out-of-stock situations

The present study extends prior research on stockouts by examining how product-related attributes interact with OOS justifications to influence consumer responses to stockouts. Drawing from Out-of-stock (OOS) literature, this study investigates how perceived popularity, perceived uniqueness, negative affect, and behavioral outcomes are influenced by out-of-stock justifications, product type, and sales level. Two scenario-based experiments and two field studies are conducted in which the cause of the stockout, product type, and sales level are manipulated at different levels. The results of the studies provide the following primary insights- 1) Consumers infer popularity of the product when the product is OOS due to high demand or when the sales level is high 2) Consumers infer uniqueness of the product when the product is OOS due to short supply but not when sales level is low 3) As the perceived popularity of utilitarian products or the perceived uniqueness of hedonic products increases, consumers' propensity to switch stores to purchase the OOS products increases 4) Consumers’ intention to spread negative word of mouth decreases when the cause of OOS or a high sales level is specified. Retailers can influence behavioral outcomes by specifying the cause of stockout tailored according to the type of product, or by providing sales level information.     

金融服务开放与制造业企业出口产品质量:影响机制与经验证据

文章从理论上分析了金融服务开放影响制造业企业出口产品质量提升的动态演变过程，并利用2004-2013年中国金融服务进出口和中国工业企业数据对理论推演进行验证。结果表明：金融服务开放显著促进了制造业出口产品质量升级，且金融服务引进来对制造业企业出口产品质量提升的作用略大于金融服务走出去所产生的作用；从不同贸易方式、不同衡量指标、不同企业所有制等方面对此进行检验均证实了金融服务开放对制造业出口产品质量升级的正向作用；影响机制检验和扩展分析显示，创新效应、金融服务"引进来"对"走出去"的推动、垂直专业化效应和本地吸收效应影响着金融开放对企业出口产品质量升级的作用。文章的研究发现有助于为进一步扩大金融服务开放来推动制造业高质量发展提供有价值的政策依据。     

Multi-criteria analysis of economic complexity transition in emerging economies: The case of Paraguay

Like many emerging economies, the productive structure of the Paraguayan economy is not complex. It relies extensively on low value-added activities in the primary sector such as agriculture and cattle ranching. These activities have a lower return in terms of economic and social benefits than other potential productive activities and do not contribute to increasing capability accumulation. In this paper we present a tool to support the identification of strategic sectors and products which if taken advantage of, could leverage development through the accumulation of productive capabilities. Our guiding question is: Which productive sectors should be promoted to foster economic development in Paraguay through a transition towards a more complex economy? To answer this question, we use concepts from the Economic Complexity theory to identify new products and cluster them based on the Product Space methodology for the determination of potential products and combine it with the Analytic Hierarchy Process (AHP) for multicriteria analysis considering multiple criteria. In doing so, our proposed methodology contributes to both the Economic Complexity and the AHP literature. Through this combination, we tackle the multiplicity of juxtaposed criteria, which should be considered at the prioritization stage in the crafting of economic restructuring measures according to the country's capabilities. Our evaluation showed that the combination of the approaches is useful, and for Paraguay's case, it helped identify sectors, which, if promoted by policymakers, could help boost economic development through complexity and capability accumulation.     

海归与企业出口行为:来自中国的微观证据

海归能否促进母国企业的出口？目前国内还尚未有文献专门对此进行研究。本文使用工业企业微观数据、海关贸易数据以及中国上市公司治理结构研究数据库的合并样本,系统评估了海归对企业出口行为的影响。研究发现,海归对企业出口产生了积极作用,并且上述正向的“出口拉动”效应在样本期内具有持续性而且是逐年递增的。进一步,我们考察了地区制度环境的重要性,发现良好的地区制度环境有利于强化海归对企业出口的促进效应。最后,行业出口质量的动态分解表明,资源再配置效应对行业出口质量提高的贡献高达54%,其在海归促进行业出口质量提高中发挥了关键作用。本文从微观层面证实了海归“出口拉动”效应的存在,对我国有效挖掘海归在提升企业出口竞争力方面的优势和潜力具有政策参考价值。     

The aesthetic fidelity effect

Product aesthetics is a powerful means for achieving competitive advantage. Yet most studies to date have focused on the role of aesthetics in shaping pre-purchase preferences and have failed to consider how product aesthetics affects post-purchase processes and consumers' usage behavior. This research focuses on the relationship between aesthetics and usage behavior in the context of durable products. Studies 1A to 1C provide evidence of a positive effect of product aesthetics on usage intensity using market data from the car and the fashion industries. Study 2 corroborates these findings and shows that the more intensive use of highly aesthetic products may lead to the acquisition of product-specific usage skills that form the basis for a cognitive lock-in. Hence, consumers are less likely to switch away from products with appealing designs, an effect that is labeled as the ‘aesthetic fidelity’ effect. Study 3 addresses an alternative explanation for the ‘aesthetic fidelity effect’ based on mood and motivation but finds that the ‘aesthetic fidelity’ effect is indeed determined by usage intensity. Finally, Study 4 identifies a boundary condition of the positive effect of product aesthetics on product usage, showing that it is limited to durable products. In sum, this research demonstrates that the effects of product aesthetics extend beyond the pre-consumption stage and have an enduring impact on people's consumption experiences.     

Product line transformation,foreign sales,and firm value: Evidence from COVID-19 pandemic governance in urban China

Using a sample of Chinese firms, we examine stock market reaction to firms that announce a change in their product lines to those related to COVID-19 management (medical masks and ventilators, among others). We find the market reacts positively to the announcements. In addition, when a firm ordinarily has a large share of export sales, the stock market reaction is more salient, indicating that export sales provide a certification effect that positively signals investors. Additional analysis on moderating effects suggest that, conditional on foreign sales, prior experience with medical product lines or less uncertainty about supply availability enhances the cumulative announcement returns (CARs), while the adverse impact of firm size on CAR magnifies.     

Eco-labels and product longevity: The case of whitefish in UK grocery retailing

In recent years, eco-labeling has become an increasingly used tool to signal sustainable sourcing of (sea-) food. While the literature has focused on price premiums associated with the labels, it is noted in this paper that eco-labels can also contribute to profitability by reducing cost, e.g. through longer product lifespans. Hence, eco-labels can be beneficial in a supply chain even without a price premium. This study applies duration analysis to explore whether two eco-labels (the MSC label of the Marine Stewardship Council and a line-caught label) influence product longevity of whitefish products in eight different grocery retailers in the UK. The results show that MSC labeled products have a 64.7% lower risk of being withdrawn from the shelves compared to non-MSC products, while products with the line-caught label have a 32.8% lower risk of being withdrawn than products without this label. The results also indicate that the influence of the eco-labels on product longevity vary considerably between the retailers.