Library support for industrial marketing research

The literature of business and management often discusses the need for timely information as a prerequisite to decision-making and planning. The role of the corporate library in supporting management's information needs has rarely been discussed in professional management literature. This article examines the library's role in supporting industrial marketing research. Special reference is made to new technologies that enhance traditional library services.     

Marketing research by a small industrial firm: A case study

There is a growing need today for industrial marketers to conduct marketing research and use the results in making profitable business decisions. This paper describes a marketing research study conducted by a small industrial firm and discusses the nature and extent of its impact on the firm's operations. Several implications and practical guidelines are derived for industrial marketers in general, based on the firm's marketing research experience.     

Government support of clean technology research in West Germany: some evidence

The authors have set out to review the procedures used in the allocation of public money by the Federal German government for research into 'clean' technologies. Public sponsorship of this kind of research is necessary as industrial firms rarely see enough return for their R&D investment to warrant their carrying it out. The authors have surveyed the methods used by the government funding agency (BMFT) to identify projects and to allocate money to them. 82 projects were included in the survey in the fields of low-emission processes.
Projects were segmented in five ways: Status of the receiver; Type of technology; R&D stage (from basic through demonstration plant); Cooperative versus non-cooperative, Environmental medium. Their broad conclusions are that (a) most of the funds went to projects for the development of 'end-of-the-pipe-cum-recycling' technologies and integrated technologies, (b) where there was cooperation between a firm and a university the R&D concentrated on studying basic principles, and (c) success depends on the existence of a clear strategy for the research as a whole rather than on ad hoc monitoring against a narrowly conceived plan. The authors also summarise the problems met in ensuring that money allocated in this way is effectively used.     

Government policy for technology transfer: an instrument for industrial progress

Noting the growing interest in technology policy as an instrument for improving industrial performance, this paper examines the role of technology transfer in technology policy. The concentration on the transfer of the results of R & D carried out in government organizations is criticized and a case made for a broader view. The vital role of the technological infrastructure in promoting transfer processes is explored and a 'transfer' model for radical innovations proposed. Pciicy implications are drawn from these research findings.     

Triangulation in industrial qualitative case study research: Widening the scope

The particular qualities of case study research have enabled the advancement of theory in industrial marketing research through revealing rich insight into context-specific phenomena. Triangulation is recommended as good practice in conducting case study research and is traditionally envisaged as offering validity through convergence of findings, sources or methods. Is this, however, the only interpretation of triangulation and in what way is it consistent with case study research that is often concerned with naturalistic settings and nuanced interpretations? The purpose of this study is to delve into the role of triangulation in qualitative case study research in order to re-appraise its role. The study offers firstly, an inventory of triangulation categories for case study research in industrial marketing and secondly, a theoretical reframing of triangulation consisting of three modes - convergence, complementarity and divergence. Both the inventory and the reframing are discussed with reference to illustrations of published case studies, thus extending current understanding of research practice in industrial marketing.     

‘Good’ case research in industrial marketing: Insights from research practice

The purpose of this article is to contribute to the emerging debate about the use of the case methodology in industrial marketing. We conducted a content analysis of the 145 case studies published in three key journals (Industrial Marketing Management, Journal of Business-to-Business Marketing and Journal of Business and Industrial Marketing) over a 10-year period (1997-2006). The findings highlight the dominance of case research in qualitative industrial marketing research. They also lead us to distinguish between three different practices that influence perceptions of ‘good’ case research in this scholarly domain: ‘common’ practice, ‘best practice’ and ‘innovative’ practice. Our contribution lies in problematising what ‘good’ case research is, and showing how research practice - not just methodological literature - has a role in generating methodological conventions in a disciplinary field.     

Exploiting and creating knowledge through customer–supplier relationships: lessons from a case study

Through an in-depth analysis of a customer–supplier relationship in the information technology market, we illustrate the complexities of vertical coordination processes. We focus on the strategic and organizational criteria that suppliers and customers must design in order to favour interaction between their heterogeneous competencies. In the examined case, the supplier provides general purpose knowledge to be utilized and enriched through the contact with, and fertilization by, application abilities available at the customer level.     

Risk management in public sector research: approach and lessons learned at a national research organization

As the Canadian federal government's main research body and a public sector agency, the National Research Council (NRC) must manage numerous strategic as well as operational risks, including those at the project, program and portfolio levels. Such risks might arise from political and other stakeholder interests, intellectual property ownership and policy, funding structures, public perceptions of science and technology, occupational health and safety, management of highly qualified personnel, availability of receptor capacity for research being undertaken, and unknown markets for very new research areas, to name a few. Varying risk management practices have existed across NRC institutes and programs in the past as a result of the relative autonomy afforded to these groups. In seeking a more systematic approach, driven by both external and internal interests, NRC researched best practices, models and frameworks for risk management. NRC needed an appropriate model and approach for managing risk that could be applied throughout different levels and within the various arenas of its activities. The approach selected is based on the concept of enterprise risk management, allowing NRC to look not only at specific areas of risk but the larger picture – effectively assessing, controlling, exploiting and monitoring risks from all sources that might threaten the achievement of its goals. At the same time, such an approach also ensures that potential opportunities that could facilitate achievement of its goals are not missed. This paper shares some of NRC's findings of its research (including best practices), describes its current framework and approach, as well as some of its challenges.     

Re-appraising interaction and process for industrial network research: The future plunging mirror hall metaphor

Constructivist and realist research is undertaken in the business relationship and network approach of the Industrial Marketing and Purchasing Group. These two divergent research perspectives seek a different form of contextual understanding vs. general knowledge. They are not incommensurable as one can gain insights from the other. But a researcher must know and understand both perspectives and sometimes be able to see when a writer is playing almost a middle ground to make a specific point. To provide a broader understanding of the ontological distinctions and their ramifications for researching and translating meanings concerning business networks we introduce the temporal mirror hall metaphor. We propose that: (i) researchers should avoid reading and understanding only a single research perspective, (ii) research is a social temporal process embedded in a research community, (iii) understanding different researcher perspectives is necessary for a constructivist scholar working in a world of realist education, and (iv) realist researchers need constructivist research to change and develop systematized theories. The paper extends specific advice to constructivist researchers undertaking longitudinal studies of interaction in business networks. Realist researchers will find intriguing the comparisons and refractions, as well as illusions, in the temporalities of the mirror hall.     

The design of an integrated group decision support system for technology assessment

Responding to the challenges of the marketplace compels firms to employ new production methods to improve product quality and delivery reliability, to reduce costs, and above all, to achieve greater flexibility. This paper outlines the system design of a group decision support system, developed to guide management through the process of new technology evaluation and adoption. The advantages of the proposed architecture include the opportunity to integrate a variety of independently developed components, the localisation of components (which leads to simplified maintenance) and the flexibility in the future for expanding and modifying the system.     

The key issues and procedures of industrial marketing research

Industrial marketing research has failed to receive its due attention in marketing books and journals, even though the volume of transactions in industrial goods and services is more than twice that of consumer goods and services. This article provides a systematic and wide ranging review of the issues, procedures, and opportunities found in industrial marketing research.     

Patterns of market research timing for new industrial products

The importance of market research to new industrial product ventures has been widely noted, and some evidence has suggested that failure of managers to carry out effective research can increase the probability of new product failure. In planning for market research, a problem facing managers is when market research should be done during the new product development process. In this study, patterns of timing of market research resource expenditures in 112 industrial new product situations were measured, and differences in these patterns related to seven major situational characteristics, marketing task similarity, distribution complexity, competitive advantage, buyer risk, development complexity, project downsides and project payoffs.
Data analysis using MDA revealed significant differences between the patterns of research timing in different new product situations, and related these differences most strongly to marketing task similarity, competitive advantage, and buyer risk. The findings have important implications for managers involved in planning market research activities and resource allocations in new industrial product situations.     

The possibilities and limits of telework in a bureaucratic environment: lessons from the public sector

By modifying the spatial and temporal framework of work, telework involves a reorganisation of the conduct of work that affects the employment relationship in different ways. In this paper, we focus on control issues. Based on the empirical study of two experiences led in the public sector, we illustrate the necessity to redefine the rules of control and to recast managerial practices and role.