An examination of Peter Drucker's work from an institutional perspective: How institutional innovation creates value leadership

This paper uses an institutional perspective to analyze Peter Drucker's contributions to management, marketing and marketing strategy. Drucker recognizes the importance of institutions in society. Further, his work reflects a variety of institutional views from sociology, economics and marketing. Drucker uses a form of comparative institutional analysis for evaluating both management and strategy issues. At the heart of each institutional comparison is the customer and the value created for the customer by the organization. Institutional comparisons help managers understand how the organization can create customers by adjusting its customer value proposition. Drucker influences marketers by focusing on how the organization's values are used to develop the organization's customer value proposition. Further, it is shown that the organization's values and its customer value propositions are manifested in its transaction rules, termed marketing institutions. Based on Drucker's work, a framework for comparing marketing institutions is introduced: the value leadership framework.

Managing innovation through customer coproduced knowledge in electronic services: An exploratory study

Marketing theory and practice both recognize the increasing importance of customer collaboration for service provision and innovation. As part of such customer collaboration, customers of electronic services coproduce knowledge in varying degrees. An evolving phenomenon, knowledge coproduction has yet to receive much research attention; we therefore conduct a qualitative study of the roles customers play in knowledge coproduction and their resultant influence on different innovation tasks from a service provider view. Data from three electronic service interaction channels, involving managers, engineers, and customers; case study findings; and an extensive literature review indicate the importance of knowledge coproduction by customers and its ability to improve different tasks substantially during innovation activities. The results show three different roles of customers in knowledge coproduction and explain comprehensively how each role impacts various innovation tasks.

Organizational antecedents to and consequences of service business orientations in manufacturing companies

Although various manufacturing companies have developed into total solution providers, no research addresses their service orientations. Building on the literature on organizational service climate, this study explores the organizational parameters and service business orientations that explain relative product sales and service volume of manufacturing companies. Following an exploratory study involving in-depth interviews, the authors conducted an empirical survey of 137 companies in The Netherlands, Belgium, and Denmark. The study assesses the effects of organizational parameters on the implementation of service business orientations and validates the important distinction between services in support of the client’s actions (SSC) and services in the support of the product (SSP). The findings demonstrate that services in support of the client’s action leverage relative product sales, while services in support of the product generate service volume. In addition to the main effects, the moderating effects of the organizational parameters are discussed.

Drucker’s insights on market orientation and innovation: implications for emerging areas in high-technology marketing

In 1954, Drucker boldly declared that organizations have only two basic functions, marketing and innovation. While true for any organization, this insight is particularly pertinent for technology-based businesses. The complicated environment surrounding high-tech companies creates a great need for sophisticated marketing. Yet these companies continue to have under-developed competencies in marketing and in understanding customer needs. This essay explores Drucker’s insights with respect to two particularly salient issues for high-tech companies: developing and implementing a market orientation and break-through innovations. We review Drucker’s insights and synthesize them with the scholarly research on these issues. Finally, we discuss three emerging areas in high-tech marketing where academics and managers could build on Drucker’s insights to guide future research and practice: market driving, customer co-creation, and corporate social responsibility. These illustrative examples highlight that even today, Drucker’s writings continue to offer remarkable guidance to scholars and managers who are willing to take the time to reflect, understand, and incorporate his insights in the unique context of high-tech industries. Electronic supplementary material  The online version of this article (doi:) contains supplementary material, which is available to authorized users.

Utilization of new technologies: organizational adaptation to business environments

The practice of introducing new technologies into the corporate environment has become a well-accepted principle for sustaining or advancing competitive advantages. The current study focuses on the environmental and managerial factors associated with the successful utilization of new technologies. To this end, the suggested framework examines the efforts put forth by the two parties involved (the firm buying and the firm supplying the new technology). We use 112 matched data collected from the suppliers and buyers of the customer relationship management (CRM) system in business-to-business markets. We find that the perceived turbulence of business environments stimulates adaptive efforts from both the supplying and buying firms, which may lead to a high level of utilization of new technologies for the buying firm.

Integrating service and design: the influences of organizational and communication factors on relative product and service characteristics

The aim of this study is to identify the organizational and communication antecedents, and evaluate the consequences on relative product and service characteristics, of the use of service-sourced information by product designers during new product development. An empirical study of 121 product design managers demonstrates that a firm’s market orientation is improved by a healthy working relationship between product designers and service employees. Such a relationship motivates designers to use service-sourced information disseminated to them, enhancing both product and service characteristics of the new offering. The authors discuss how communication channels and information content affect the information use of product designers. Product designers value written information most. Information use does not relate to the frequency of receiving verbal or electronic information. Information about product ergonomics positively influences product designers’ perceptions of the information, whereas information on product aesthetics negatively influences their perceptions.

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Market-based capabilities and financial performance of firms: insights into marketing’s contribution to firm value

While there is recognition that market-based capabilities contribute to a firm’s financial performance, the exposition is largely conceptual (Srivastava et al. Journal of Marketing 62:2–18, 1998; Journal of Marketing 63:168–179, 1999). Using a resource based view of the firm, the present study proposes that (1) market-based assets and capabilities of a firm impacts (2) performance in three market-facing business processes (new product development, supply-chain and customer management), which in turn, influence (3) the firm’s financial performance. It develops related hypotheses and tests the framework empirically. The study also examines for the first time the interrelationship among the three business processes and their impact on the market value of firms. Further, the study examines the moderating influence of two organizational variables—size and age of the firm. Overall, the major contribution of the study is that it offers a process linkage between capabilities, process performance and financial performance. The results of this research will provide strategic insights to managers on optimal customer management, product development and supply chain strategies.

See no evil,hear no evil,speak no evil: a study of defensive organizational behavior towards customer complaints

Despite substantial benefits of an effective complaint management for companies, there is ample evidence that many firms do not handle customer complaints appropriately. This paper aims at providing a theoretical explanation for this surprising phenomenon. Drawing on psychological and organizational theory, the authors introduce the concept of defensive organizational behavior towards customer complaints as well as provide a rich conceptualization and operationalization of this phenomenon. Moreover, in an empirical study, they systematically analyze how defensive organizational behavior towards customer complaints is driven by organizational antecedents and, based on a dyadic data set, how it affects customer post-complaint reactions.

Managerial,organizational, and external drivers of sales effectiveness in export market ventures

The authors extend sales management theory by considering the role of export sales management in small- and medium-sized firms, and they develop an integrated model of export sales organization effectiveness. Specifically, the authors test 16 hypotheses that examine the relationships among export sales management control, export territory, psychic distance, export sales performance, and export sales organization effectiveness. Using a mail-survey approach, data were collected from U.K.-based export sales managers in 146 direct exporters of industrial products. Though certain anomalies are observed, the research findings support many of the hypothesized associations, confirming the robustness of existing sales management concepts and theories in an export-marketing context.

A market orientation in supply chain management

Despite the logical association between market orientation (MO) and the supply chain management concepts of supply chain orientation (SCO) and supply chain management (SCM), and the potential mediating role of SCO and SCM in the MO-firm business performance (PERF) relationship, there have been few, if any, attempts to investigate MO in a supply chain context. Thus, this study tests the relationships between MO, SCO, SCM, and PERF. Results indicate MO has a strong, positive impact on SCO and SCM. Interestingly, SCO was found to have the largest direct influence on PERF, followed by MO, followed by SCM. Managers should realize that SCO is critical to fulfilling customer requirements, i.e., a firm’s efforts to work with supply chain partners will not pay off if the firm is not supply chain-oriented. Although overshadowed by SCO, MO is still a foundation for managing the supply chain and has a positive impact on PERF. Equally important, the fact that the contribution of SCM to firm performance is overshadowed by MO and SCO does not mean SCM is irrelevant in corporate strategy. Managerial and future research implications of these findings are discussed.

The moderating role of institutional networking in the customer orientation–trust/commitment–performance causal chain in China

This study uncovers the ignored role of institutional environment for marketing strategy and customer relationship management. Hypothesis tests in a sample of Chinese firms find support that channel networking strengthens the customer orientation–customer trust/commitment–firm performance (CTP) causal chain. In addition, the results show that government networking moderates this chain in a non-linear fashion. The CTP linkages are most salient when the firm develops a moderate level, rather than a high or low level of networking ties with government agencies.

Romer revisited: long-term changes in the cyclical sensitivity of unemployment

In this paper we employ microeconomic evidence on the unemployment experiences of American males to evaluate the sensitivity of unemployment to business cycle fluctuations in the late nineteenth century as compared to the mid-twentieth century. Our results indicate a substantial decline in the value of the Okun coefficient (from −0.65 to −0.32) between the 1890s and the 1960s. These findings challenge Christina Romer’s interpretation that the measured decline in cyclical volatility of unemployment over the twentieth century was created by improvements in the statistical record. Rather, it was changes in the underlying dynamics of the labor market over the cycle, most notably the transition to procyclical productivity patterns and the shift from an added to a discouraged worker effect among secondary workers, which may be summarized as the development of modern labor market behavior, that account for the declining cyclical sensitivity of employment and the drop in the cyclical volatility of unemployment over the century.

The market value impact of indirect ties within technology alliances

Researchers have typically studied the relationship between technology alliances and market value from a direct tie or dyadic perspective. Yet any given technology alliance is typically embedded in a network of indirect ties created by the alliance partners’ relationships with other firms. We argue that whether an indirect tie enhances or detracts from the market value a firm creates in a technology alliance depends upon factors related to inter-firm competencies at both an alliance- and partner-level of analysis. Empirical analysis of abnormal stock returns reveals support for the hypothesized contingent relationship between indirect ties and value creation within technology alliances. Theoretically, the paper clarifies opposing perspectives in the literature regarding the performance implications of indirect ties and identifies market value as a hitherto unrecognized effect associated with this type of tie. Managerially, the findings improve marketers’ ability to leverage the complex interactions that occur between technology alliances in a value-creating manner.

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How to get lost customers back?

Most research in the field of customer relationship management has focused on keeping existing customers. However, some companies also systematically address lost customers and try to revive these relationships. This facet of customer relationship management has been largely neglected by academic research. Our study provides a theoretical discussion and an empirical analysis of factors driving the success of relationship revival activities. Drawing on equity theory, we find that the customer’s perceived interactional, procedural, and distributive justice with respect to revival activities positively affect his or her revival-specific satisfaction which in turn, has a strong impact on revival performance. Furthermore, revival performance depends on customer characteristics (variety seeking, involvement, age), and the overall customer satisfaction with the relationship.

The quest for a fiscal rule: Italy, 1861–1998

The Italian fiscal history is characterised by a number of fiscal consolidations. In this study, we characterise fiscal policy in terms of non-linear deterministic processes. We find that government spending and taxes can be described as being non-linear trend stationary processes instead of unit roots. A long run equilibrium relationship—a non-linear co-trend—does exist between the two series, fulfilling the intertemporal government budget constraint. We interpret this result as evidence of a long run fiscal rule that different policy makers have adopted, putting public finance in balance.

Panic in the plains: agricultural markets and the panic of 1893

Nearly every previous study of the 1893 bank panic acknowledges its regional concentration in the Western states yet few provide any in-depth study of what caused such a distinct regional pattern. Here, I recast the 1893 crisis as having its origins in agricultural markets and then spreading to Western banks that were highly exposed to agricultural shocks. Negative shocks to agricultural yields and the relative importance of the wheat crop for specific states emerge as important explanations for the regional pattern of bank closures and thus for the panic itself.

The effect of market orientation and its components on innovation consequences: a meta-analysis

While there is a rich body of research on market orientation’s effect on business performance, much little attention has been given to its effect on innovation consequences. This is the first meta-analytic effort to study the independent effects of market orientation components (customer orientation, competitor orientation, interfunctional coordination) on innovation consequences. Also, it is the first meta-analysis to study the impact of contextual characteristics on the way market orientation affects innovation consequences. The study finds that market orientation components positively affect innovation consequences but that competitor orientation’s effect depends on a minimum level of customer orientation. The study also suggests that the relationship between market orientation and innovation consequences is stronger in highly competitive environments but weaker in technology turbulent ones. Finally, findings suggest that the relationship is stronger in large firms, service companies, and in countries characterized by high individualism and high power distance national cultures.

Institutional changes, wars and stock market risk in an emerging economy: evidence from the Israeli stock exchange, 1945–1960

In an effort to understand the determinants of economic growth in an emerging economy, we analyze the effects of institutional reforms, wars and political events on the risk level of the Israeli stock market between 1945 and 1960. We find that the anticipation of wars did not have any effect but the end of skirmishes actually raised the risk on the stock market. Domestic political instability also increased the stock market risk. Finally we find that most legal reforms did not matter much.

The Laspeyres-Paradox: tax overshifting in nineteenth century Prussia

Following the seminal work of the late nineteenth century economist Etienne Laspeyres I analyse the incidence of the Prussian milling and slaughter tax shortly before its repeal in 1875. A comparison of flour prices in cities which levied this tax with those that did not reveals unusually strong tax overshifting. Modern theories explain overshifting of a specific tax with quality improvements or imperfect competition. In pursuing these ideas I find that it was rather large surplus costs induced by tax collection and monitoring that caused unusually large excess burdens. The reason why the tax remained basically unchanged for more than half a century is that the urban bourgeoisie successfully prevented its repeal, as the alternative would have been the introduction of municipal direct taxes (rent-seeking behaviour).

Understanding West German economic growth in the 1950s

We evaluate explanations for why Germany grew so quickly in the 1950s. The recent literature has emphasized convergence, structural change and institutional shake-up while minimizing the importance of the postwar shock. We show that this shock and its consequences were more important than neoclassical convergence and structural change in explaining the rapid growth of the West German economy in the 1950s. We find little support for the hypothesis of institutional shakeup. This suggests a different interpretation of post-World War II German economic growth than features in much of the literature.