Competitive Arena Mapping: Market Innovation Using Morphological Analysis in Business Markets

Purpose: The authors argue that (1) marketing strategy should focus more on where to compete (rather than on how to compete); (2) making subjective market definitions or market innovations may be the key to growth; and (3) a starting point for business marketers wishing to outgrow their competitors is to increase the granularity of market definition to identify competitive arenas that are growing. The authors illustrate the use of morphological analysis for competitive arena mapping in a market definition and innovation context.

Methodology: Using action research, involving a group of twleve firms of various sizes from different industries over a period of three-and-a-half years, we applied morphological analysis in a competitive arena mapping procedure, which enables firms to systematically plot possible competitive arenas and use managerial judgment to select those which are growing and for which the firm has exploitation capabilities.

Findings: Competitive arena mapping allows firms to identify and investigate a large set of possible competitive arena configurations. The developed mapping method has certain characteristics: (1) it specifically focuses on the market boundaries and adjacencies, (2) it incorporates both exchange value and use value, and (3) it acts as a learning process that accelerates the practical application of the arenas in business strategy and practice.

Contribution: The article builds a bridge between the market definition literature in strategic management and the industrial market segmentation literature, by introducing a novel method for increasing the granularity of market definition, using morphological analysis. Furthermore, the paper responds to the lack of research addressing strategic segmentation processes by developing a six-step market definition process.     

Going Beyond Customers – A Business Segmentation Approach Using Network Pictures to Identify Network Segments

Existing approaches to segmentation, in particular business segmentation, are often conceptualized and applied in a limiting way, providing a narrow interpretation of the surrounding business network. This could be attributed to a rather myopic view of the multiple complexities and indirect links inherent in networks of business exchange relationships. The task for companies developing innovative segmentation approaches is to simultaneously enhance the company’s understanding of downstream as well as upstream preferences and resources, while going beyond immediate interaction partners to include relevant indirect business partners. The challenge is therefore not to identify attractive customer segments, but attractive network segments. As such, the managerial challenge becomes one of creating a business network segmentation from the perspective of a focal company within this network, taking a far wider interpretation of the concept of segmentation. Using the concept of network pictures, we outline the different dimensions that are important within a business network segmentation, and exemplify their use through a case study of an entrepreneurial company. Our study contributes to the literature by providing a detailed example of a practical application of abstract concepts, in this case the translation of the network picture concept into a way to apply a business network segmentation to an entrepreneurial context.

Customer Involvement in Product Development: An Industrial Network Perspective

Purpose: In business markets, working with customers and users has become increasingly important to get knowledge about customer needs and to develop new products. The purpose of this article is twofold: (1) to develop a framework for analyzing customer involvement in product development in a business market context, and (2) to apply this framework to a particular company to describe and analyze how it practices customer involvement.

Methodology/approach: The article takes its main theoretical starting point in the industrial network approach, but also uses other literature from the innovation and product development field. The empirical study applies a qualitative case study approach and focuses on one company in the truck business.

Findings: The suggested framework deals with four key aspects of customer involvement: Why, when, how, and who. The observed pattern of the truck manufacturer shows how dealers, hauliers, and truck drivers are all part of the overall understanding of the customer. These actors are involved for different, typically very clear, purposes at different points in time through surveys, product clinics, and field testing. The pattern, referred to as mixed facilitative, is not one of close collaboration with individual customers, but one of broad involvement of several customers through business intelligence and direct involvement.

Research implications: First, the article provides researchers with a framework and method for studying customer involvement in product development. Second, the case study provides an illustrative example of the customer involvement pattern pursued by a leading company in a major industry. This enhances the understanding of the focal phenomenon, leads to managerial implications, and gives ideas for future research.

Practical implications: There are several managerial implications related to the why, when, how, and who questions. For example, it is pointed out that managers should consider involving customers more extensively than what seems to be common today—for example, by using customers as codevelopers, working with them throughout the entire development process (i.e., not only early and late), and including different types of users (with different requirements and wishes).

Originality/value/contribution of the article: The contribution lies in the development of a framework centered on the four key questions of customer involvement in

product development and using this framework for observing a pattern, and finding explanations and relating this pattern to how other firms are doing.     

Turning a liability into an asset of foreignness: Managing informal networks in Korea

Although foreignness can bring both benefits and costs to a business, much of the literature has focused on the liability of foreignness (LOF), while relatively little attention has been paid to the positive side. Despite the presence of LOFs, foreign companies may accrue some unique advantages from their foreign status, which are referred to as assets of foreignness (AOFs). Drawing upon social-capital theory and institutional theory, this article examines the issue of LOFs versus AOFs in the context of the informal networks in Korea and explores how foreign companies can manage their weaknesses in host-country-specific informal networks to create value from their foreignness. We discuss two practical strategies, reactive and proactive strategies, that can be used by foreign companies. While these two strategies can be pursued in parallel, this article suggests that foreign companies should prioritize pursuing proactive strategies. This article contributes to a more nuanced understanding of the role of foreignness in the international business context and provides practical insights into how foreign companies can leverage their foreign status in developing their own informal networks in Korea.     

Conceptualization and Integration of Marketing Intelligence: The Case of an Industrial Manufacturer

Purpose: The primary goal of this article was to conceptualize a systematic marketing intelligence process for industrial manufacturers because, up until now, such concepts have only been focused on consumer goods settings. Hence, this article investigates how marketing intelligence activities are developed and managed effectively in industrial markets.

Methodology/approach: The authors conducted a case study of Maschinenfabrik Reinhausen, a German based manufacturer of regulation technology for power transformers.

Findings: We found that a systematic marketing intelligence process should be based on the resource- and market-based view of strategy as well as on the market orientation construct. When implementing marketing intelligence, the integration of the sales force within the whole process is the crucial lever for an industrial company. The formalization of the process is necessary to ensure its continuity and acceptance; however, the varying intensity allows the necessary flexibility of the process.

Research implications: The constraints of the decisive process steps of marketing intelligence have to be further enhanced for industrial markets. It is important to find out how the integration of the sales force can best be designed to incorporate reward systems and motivation structures, and how to establish a corporate marketing-minded culture throughout the organization.

Practical implications: The important steps for a well implemented marketing intelligence process are a preparation phase, followed by the gathering, analysis, and dissemination of information. This article highlights the success factors for each process step. Above all, managerial and organizational commitment is necessary for the implementation of the whole process.

Originality/value/contribution: By focusing on the industrial manufacturing business, this study provides deep insights into a neglected area of research. Light needs to be shed on marketing intelligence in industrial markets, where the lack of traditional market research has to be compensated.     

Segmentation of Hedonic Consumption: An Application of Latent Class Analysis to Consumer Transaction Databases

While the broad and growing sector of leisure, culture and entertainment is rapidly adapting to marketing, little is known about segmentation in this field. The sector has customer and transaction databases of very good quality, but usage-based segmentation in this new field poses new problems, as hedonic consumption goods are importantly different from other consumption goods. The type of consumer choice behavior suggested in the literature demands a segmentation of category purchase incidence identified transaction data based on Latent Class Analysis. We illustrate such an approach to a library transaction database. The article concludes with a reflection on the results and suggests further directions for research.     

上市公司参股银行分析

产业资本如何进入银行业的争论尚在进行,但实践却远走在理论的前面,投资金融业较高的利润回报率令上市公司从未掩饰过对金融业的偏爱。上市公司参股银行成为继参股券商、担保公司、信耗公司、基金公司的又一亮点,上市公司已全面触及金融业的整个链条。由此,从我国上市公司参股银行的现状,分析上市公司参股银行的原因及其可能产生的问题。     

A review of industrial market segmentation research and a proposal for an integrated segmentation framework

This article focuses first on a review of published articles on industrial market segmentation. The origin of formal propositions for segmenting industrial markets is presented. Next, industrial buying models and studies are shown to be a source of industrial market segmentation variables. A review of segmentation variables leads to a check list comprising four main classes of variables. Industrial market segmentation can be structured as a two step process with macro-segmentation followed by micro-segmentation or as a multiple step process (nested approach) proceeding from general to specific variables. Industrial market segmentation is then examined regarding its implementation in companies and specific segmentation variables are reviewed with respect to their degree of availability, appropriateness and usage. Finally, multi-participant buying decisions in both the consumer market and industrial market are integrated in a common segmentation framework.     

Achieving quality in social reporting: the role of surveys in stakeholder consultation

More companies are publishing environmental and social reports, but concerns remain about the extent to which these reports reflect a genuine intention of businesses to make themselves accountable for their social and environmental performance or whether they are merely a way of maintaining corporate reputation in the face of external criticism. Dialogue with stakeholders lies at the heart of Corporate Social Responsibility practice. While questionnaire surveys are a main method for consulting large stakeholder groups, little has been written about how the data used in CSR reports are generated. This paper argues that the survey method can be adapted in ways to promote dialogue and hence stakeholder inclusion, without loss of technical rigour. It presents a case study of how one company conducted a large-scale multinational employee survey and identifies key design features of the survey process that were used to enhance the quality of dialogue between the company and its employees. The purpose of stakeholder consultation and dialogue is to find mutually agreed solutions to identified issues of concern. It can only claim to be an ethical business practice if it strives to achieve this overarching purpose.     

International Expansion of SMEs: The Inducascos Case

While small and medium enterprises contribute to gross domestic product, generate crucial employment, and improve socio-economic development, unfortunately the literature on the internationalization processes of these companies remains timid and inconsistent. The following study seeks to analyze the international expansion of the Colombian company Inducascos. The research follows the structure of a case study including literature analysis and secondary data of the Colombian industrial market and Inducascos. Challenges, opportunities and learning process of the organization related to its international expansion and set out, seeking to contribute to the existing studies in international business.     

British co-operative societies as retail innovators: Interpreting the early stages of the self-service revolution

Multinational companies and their subsidiaries have been important actors in the world economy. However, we know relatively little about the evolution of subsidiaries and their adaption to host country conditions. This article is a case study of a Norwegian subsidiary of the Canadian mining multinational Falconbridge Nickel Mines Ltd. It examines what autonomy the subsidiary had, how the autonomy was used, its development of knowledge and how it adapted to Norwegian ways of doing business. The article shows that subsidiaries may contribute significantly to the development of their mother companies. It highlights four factors that influenced the degree of autonomy and the evolution of subsidiaries in the inter-war era; namely host country politics, the line of business, the configuration of knowledge within the given multinational company and in case of acquisitions; the prehistory of the subsidiary.     

Marketing Chewing Gum: A Case Study of a Cypriot Company

The purpose of this article is to examine the issues related to the chewing gum marketing practices employed by a Cypriot company importing gum. Thus, the product, its target market, and competition are examined, a SWOT analysis is performed and the marketing mix is presented. Then the results are compared with the international market.

The case study method was employed to gain an initial understanding of the marketing practices employed by the company concerning the production of chewing gum.

The findings showed that the company offers a gum of superior quality, which in two years' time has captured a great share of a very competitive market. The company is giving special attention to the distribution and the promotion of the product.     

Political Marketing Segmentation–The Case of UK Local Government

SUMMARY

This article considers the nature and use of segmentation in political marketing. The importance of an awareness of political marketing at a more local level will become particularly important with the onset of regional government. The article particularly concerned with segmentation in local government where there has been little empirical research. The results of a survey amongst local government officers are presented. The article concludes that a significant minority of local government officers use segmentation. The key factors facilitating the use of segmentation were found to be education, experience, the role of the chief executive and central government pressure.     

Customer Lifetime Value as the Basis of Customer Segmentation

SUMMARY

In this article, we examine current trends in customer life-time value and customer segmentation models and identify key issues for future research. CLV-based segmentation is a segmentation approach that groups customers into meaningful segments based upon customer lifetime value and (potentially) other factors. In the article, we discuss the extent to which CLV-based segmentation meets the criteria for effective segmentation. We also identify six areas for future research: (1) models and management of “micro-segments,” (2) using CLV-based segmentation to improve the efficiency of marketing programs, (3) the need for more dynamic CLV-based segmentation models, (4) applying CLV-based customer segmentation to new products and new customers, (5) challenges associated with implementing CLV-based segmentation, and (6) the need for new models that enable firms to segment customers by response to marketing activities and CLV at different points in the customer decision process.     

Problems in Knowledge Management: A Case Study of a Knowledge‐Intensive Company

Knowledge management has become an important tool in staying ahead in the competition between companies. In this article five different phases of the knowledge management process are distinguished: acquiring knowledge, codifying knowledge, disseminating knowledge, developing knowledge and applying knowledge. The occurrence of knowledge management problems is demonstrated in a case study in a knowledge‐intensive company. Most of the problems in this case occur in the first three phases of the knowledge management process. It is recommended that the company monitors on a regular basis, starting from its core competencies and its strategy, what essential knowledge their employees are lacking and encourages them to acquire it. Furthermore, the company should ensure that employees have time to codify their knowledge regularly and that adequate information systems are in place and kept up‐to‐date. The dissemination of knowledge can be improved by working in different teams, coupling junior with senior employees, and by the exchange of new knowledge between employees on a regular basis by encouraging the development of communities of practice and by the systematic creation of learning histories.     

Book Reviews

When the Great Northern Telegraph Company in 1913 bought the exclusive rights to exploit the Valdemar Poulsen Arc Transmitter it was not because the company wanted to take advantage of wireless telegraphy. Instead the company decided not to develop or implement the arc transmitter – a decision that has been described as a ‘wasted opportunity’. This article, however, explores the behaviour of Great Northern and argues that there was little else the company could have done because of the structure of international telegraphy. Great Northern reacted as all other cable companies, and in this context the case of the Danish telegraph company is not just about the behaviour of one single firm. Rather, the case reveals important aspects of the business structures of international cable telegraphy and helps us to understand how one of the world's most powerful industries was brought to its knees by a new technology.     

Business and Human Rights in South Africa: An Analysis of Antecedents of Human Rights Due Diligence

The purpose of the present article is to analyse South African listed companies’ public reporting in order to contribute to our understanding of how and why companies consider human rights. The empirical analysis is placed in the context of the increasing prominence of human rights as a business issue, premised in part on the activities of the United Nations (UN) Special Representative of the Secretary General (SRSG) on human rights and business. On the basis of a content analysis of the public reports of the top 100 companies listed on the Johannesburg Stock Exchange (JSE), we test hypotheses focused on the antecedents of companies’ demonstrated human rights due diligence, with particular reference to assumptions or findings of the SRSG and institutional theory. Some of our results are unexpected: there is little influence exerted by the sector and size of companies in our sample, and there is also an unexpectedly insignificant impact of company participation in the UN Global Compact and the JSE Socially Responsible Investment Index. On the other hand, a key predictor of human rights due diligence is an explicit leadership commitment, and important roles are also played by government regulations and stock exchange listing rules.     

Online service quality: Content and process of analysis

Abstract

The purpose of this paper is to build a comprehensive model of online service quality that confirms both the content of, and process of measuring, this higher-order construct. While the past decade has seen the Internet become a key channel for service delivery, there remains uncertainty around many aspects of both the content of, and process of how to measure, online service quality. We use a large sample of European consumers (n = 3399) of four companies (two pure play and two multichannel) to develop a new nine-dimension model of online service quality. We validate importance as a disconfirmation standard. We find trust in the company to be the most important dimension of online service quality, with customer service also highly rated. Issues of personalisation/customisation were very low rated. We find the online pure-play companies in the sample delivering better performance than multichannel retailers, despite having customers who are actually more demanding. We discuss the practical and research implications of these findings.     

Systemic Cooperative Actions among Competitors: the Case of a Furniture Cluster in Brazil

The purpose of this article is to describe cooperation practices observed in competitors companies in a furniture cluster in Brazil. The literature refers to it as coopetition. The research method was the multiple case study. The main research technique was the semi-structured interviews with practitioners of the cluster. The study created a theoretical framework for cooperative practices in industrial clusters formed by four types of practices: logistics, marketing and sales, formation of the workforce, and innovation and technology. The study investigates these four types of cooperation in five large companies that compete in the same market, the anchor companies of the cluster. The only entirely complied type of collaboration is the formation of the workforce of the cluster. In the other practices, cooperation involving competitors is lower than reported in the literature. The main reason for this low cooperation is excessive rivalry and mutual distrust in the cluster, and competition by differentiation, which partially prevent the gain of scale provided by cooperative actions.