How do successful scholars get their best research ideas? An exploration

We interview 24 marketing professors to ask how they got the ideas for 64 of their papers. More than three-quarters of the papers were inspired by holes in the literature, by a “stylized fact” that the current literature cannot explain, or by an interaction with a manager. The rest fall into several smaller categories that to a large extent can be seen as special cases of the three big ones. We describe how papers from each of the three big categories help move the literature forward. We also illustrate the range of situations contained in each category by way of several examples. Among the authors we interview, most do not use a single source. As these authors become more senior, managerial contacts play an increasing role, while the balance between literature and stylized facts appears to be unchanged.

     

How competent are consumers? The case of the energy sector in France

This paper discussed the notion of value co‐creation and the concept of customer competence as suggested by this notion. This led us to consider the competent customer as a social construction related to managerial representations. In order to examine this issue, a longitudinal exploratory research based on participant observation and in‐depth interviews with employees of a French energy supplier was conducted to explore whether customers are perceived as competent or incompetent market actors. The data analysis revealed four categories illustrating customers' profiles coping with the new situation of the ‘Utility X’ group in the energy sector. ‘Utility X’ employees define their customers according to four profiles: myopic, ignorant, uncreative and organizer of company resources. Even if the marketing studies that share the Service‐Dominant Logic point‐of‐view suggest that the customer would be competent at all times, our findings showed that customer competencies are in fact socially constructed and emerge partially from managerial representations. Therefore, the adoption by companies of a marketing philosophy (‘market with’ philosophy), in which the customer and supply chain partners are collaborators in the entire marketing process, seems only possible if they recognize customers' competencies and identify situations when customers do not activate their competencies or do not have the resources that enable them to develop their competencies.     

An exploration of consumers’ experiences in physical stores: comparing consumers’ and retailers’ perspectives in past and present time

Abstract

In this paper, we explore consumers’ in-store experiences and their components, from both a consumer and retailer perspective. This is a replication of a study we performed in 2006 and thus we also examine how the role of the physical store has changed over the last decade. We use the Critical Incident Technique (CIT) to improve our understanding of consumers’ in-store experiences. Moreover, we conduct in-depth interviews with Swedish retailers to achieve an understanding of how retailers use aspects of the store environment to enhance the consumer experience. Interestingly, our results suggest that consumers’ in-store experiences to a large extent are created by the same aspects today as ten years ago (e.g. personnel, layout, atmosphere). Furthermore, while retailers today emphasize the importance of fulfilling new and more advanced consumer demands, they often still accentuate the weight and use of traditional values (e.g. personnel and layout) ahead of advanced technology.     

How do consumers categorize new hybrid products?

This article investigates how consumers categorize new hybrid products (NHPs). Given the limitations of the classical theories of categorization in the specific case of NHP, affordance, mobilized infrequently in marketing, turned out to be a useful categorization concept. Five types of NHP categorizations by consumers, based on the degree of affordance (low vs. high) and type of innovation (incremental vs. radical), have been detected and filled a gap in the literature on the subject.     

At-home shopping: Will consumers let their computers do the walking?

How do consumers react to electronic shopping services? This article presents an overview of preliminary findings of major field experiments and surveys. It discusses consumer acceptance of at-home shopping and suggests implications of this innovation for marketing practitioners.     

How do controversial foreign country images affect consumers?

Research shows that controversial political–economic, social, and environmental country images affect consumer responses to foreign products. This study adds to the existing evidence by examining the contingent role of subjective country knowledge and (domestic vs. foreign) country image congruence in the relationships between foreign country image and two major determinants of country-driven (anti-)consumption: foreign product judgements and consumer animosity. The findings draw on survey data (N = 400) on Spanish consumers' views of China and Chinese apparel products. The results indicate that higher subjective knowledge about social and environmental issues (negatively) affecting the foreign country can lead to attenuated (positive) relationships between such country images and foreign product judgements. Further, more negative foreign product judgements can result from incongruent country images—that is, when consumers are more critical of the foreign than of their home country in political–economic, social, and environmental areas. Instead, there is limited support for the hypotheses involving consumer animosity as an outcome. Implications for theory, policy, and practice are discussed.     

Why do consumers purchase goods and services in the informal economy?

To evaluate critically the dominant discourse that consumers acquiring goods and services in the informal economy are rational economic actors seeking a lower price, the results of a 2007 Eurobarometer survey involving 26,659 face-to-face interviews in 27 European Union member states form the basis for analysis. The finding is that achieving a lower price is the sole motive for just 44% of informal economy purchases, one of several rationales in 28% of transactions, and not a rationale in 28% of acquisitions. Consumers also use the informal economy to circumvent the shortcomings of the formal economy in terms of the availability, speed, and quality of goods and services provision, as well as for social and redistributive reasons, with multilevel mixed-effects logit regression analysis revealing how the prevalence of these rationales significantly varies across populations. The paper concludes by discussing the theoretical and policy implications of the findings.     

How much for cash? Tackling the cash-in-hand ethos in the household services sector

To tackle cash-in-hand work, public policy has so far concentrated on detecting and punishing the suppliers of such work. Drawing upon evidence from 861 face-to-face interviews in English localities on off-the-books work in the household services sector, however, a widespread cash-in-hand ethos amongst customers is identified suggesting that there is a need for the current raft of supply-side measures to be complemented with demand-side initiatives to encourage consumers to use formal labour. How this might be achieved is then outlined.     

How do Japanese consumers perceive wireless ads? A multivariate analysis

This article explores the formation of Japanese mobile users’ attitudes to pull-type wireless advertising and their willingness to ‘click’ such ads. Both theoretical and practical considerations are used to develop a structural model, which is then tested using an empirical survey conducted in the greater Tokyo area. External search, content credibility and attitude towards ads are considered as antecedents of willingness to access. Attitude towards ads is conceptualised as a consequence of two psychological motives in wireless internet adoption: perceived infotainment and perceived irritation. The structural equation modelling indicates that all the paths are statistically significant, and provides strong empirical support for our basic propositions. A further analysis classifies the sample into three groups, i.e. e-newsletter subscribers, email users and voice users, according to their demographic data. The findings reveal that e-newsletter subscribers show the most positive perceptions on all the constructs, although the mean values of the total sample are well below an anchoring point. In addition, the principal characteristics of e-newsletter subscribers indicate that so-called ‘parasite singles’ (unmarried young females living with their parents, and with high disposable income) may be playing an important role in wireless internet adoption in Japan.     

Pillars of sustainable food experiences in the luxury gastronomy sector: A qualitative exploration of Michelin-starred chefs’ motivations

Based on a qualitative exploratory study that combined three sources of qualitative data: interviews, archival data, and observational notes this research aims to explore the dimensions of sustainable food experiences offered in the luxury gastronomic industry. Our research indicates two critical findings. First, chefs’ definition of sustainable luxury food experiences should encompass both functional (e.g., sustainable and healthy food, eco-friendly practices) and experiential (e.g., sensory, creativity, pleasure, aesthetics) aspects. Second, Michelin-starred chefs’ motivations to adopt and promote sustainability incorporate, in addition to extrinsic factors (Planet and people), intrinsic factors (plate, pleasure, and place) not addressed previously in the literature. Our study enriches the literature on sustainable hospitality overall, and in particular in luxury restaurants by considering an emic perspective centered on the way the principal actors (chefs) define and implement sustainability in a new service and hospitality sector: the luxury gastronomy sector.     

How do customers change their purchasing behaviors during the COVID-19 pandemic?

This study focuses on examining how customers' shopping behaviors have changed during the pandemic and contributing variables. Three primary shopping modes include online purchases, curbside pickup, and in-store shopping. The dependent variables are the changes in customers' spending in those three modes during the pandemic. The theory of fear appeal was used as the theoretical foundation for selecting independent variables. Based on this theory, two groups of independent variables were identified, fears for health and fears for financial conditions due to COVID-19. Additionally, demographic variables were also included in the analysis. The data from Census Bureau's Household Pulse Survey Phase 3.1 collected from June 23 to July 5, 2021, was used with 24,998 useable cases. Logistic regression was used to analyze the data to test the effects of independent variables on customers' shopping behavior changes in the three modes. The results show that both fears for health and fears for financial conditions have effects on the shopping behavioral changes. Due to those fears, residents change their shopping behaviors by considering the shopping modes that allow them to deal with or avoid the risks. Additionally, demographic variables, including age, gender, race, income, and marriage status, also have significant impacts on their shopping decisions.     

Customer complaint behaviour (CCB) in the retail sector: why do customers voice their complaints on Facebook?

With the increasing usage of platforms such as Facebook, understanding customer complaint behaviour (CCB) in the context of the social media is imperative for any businesses. Of the two billion users on Facebook, more than half of its users have shared their product-related experiences with others on the platform. This paper aims to explore CCB in the context of social media in regards to customers’ unfavourable buying experiences in the retail sector. A qualitative research approach and 12 in-depth interviews were conducted. The findings indicate that the respondents’ initial contact with the retailer directly resulted in service recovery failures and undesirable outcomes. Such double deviation then leads to frustration and uncertainty of the situation, which furthermore led to the respondents’ need to voice their complaint by sharing their unfavourable experiences on Facebook. The main reasons for the respondents to voice their complaints on the platform is to vent frustration, to share their unfavourable experiences, a need to be seen, understood and respected, to seek revenge by damaging the retailer’s reputation as well as offering the retailer a chance to improve. A proper way to manage complaints, in which frontline employees can solve the problem before the customers feel the need to turn to the social media, is crucial. However, once the complaints are voiced on Facebook, it is imperative to respond to the complaints and acknowledge the problem rather than ignoring the situation.     

How do entrepreneurs' cross-cultural experiences contribute to entrepreneurial ecosystem performance?

While research on the cross-cultural experience of entrepreneurs has demonstrated that exposure to diverse cultures is beneficial for new venture growth, it has neglected the performance implications of entrepreneurs’ cross-cultural experience at the ecosystem level. This study endeavors to explore the micro-macro link between cross-cultural entrepreneurs and the performance of entrepreneurial ecosystems in which they are embedded. Building on the dynamic capability perspective, we argue that entrepreneurial ecosystem orchestrators can leverage entrepreneurs’ cross-cultural experiences to develop ecosystem dynamic capabilities and consequently improve entrepreneurial ecosystem performance. Based on multi-wave survey data of 2,981 business incubators in China, our findings show that cross-cultural entrepreneurs are positively associated with entrepreneurial ecosystem performance via increased ecosystem innovation. Moreover, the integrative capability of ecosystem orchestrators moderates the relationship between cross-cultural entrepreneurs and ecosystem innovation. Our findings contribute to the literature on cross-cultural experience by extending it to the ecosystem level and inject fresh insights into the dynamic capability literature by uncovering the formation process of ecosystem dynamic capabilities.     

How do European trade promotion organisations manage their stakeholders?

Trade Promotion Organisations (TPOs) exert significant influence on the internationalisation potential of domestic firms and improving the indigenous country’s trade balance. However, TPOs’ strategies to uphold their impact as to the relationship vis-à-vis their stakeholders are largely unknown. This is an important gap in the literature considering that effective stakeholder management can enhance TPOs’ performance and the value they develop for three primary stakeholder groups, namely home country government, domestic firms and foreign trade offices. In this study, we employ the stakeholder theory and draw upon in-depth case studies of 14 European TPOs to address this gap. We advance six related propositions on how funding sourcing, services to domestic firms and functions of foreign trade offices can be effectively associated with TPOs’ relationship management towards these stakeholder groups. The contribution of the study lies on the application of stakeholder theory in trade promotion and the derivation of related sets of strategies.     

How do we measure the intangible? Overcoming the measurement challenge in services

Measuring service tangibility and intangibility aspects has been an interest to service researchers. While the Likert rating scale has been widely employed for measuring mental intangibility or its dimensions, it is not free from issues such as different anchoring, that is, the same words pointing to different attitudes and understanding for different individuals. The present study proposes the usefulness of a discrete choice experiment (DCE), where respondents are asked the same questions (i.e., items) and are presented with a scale while dichotomizing the possible responses for each scale item. We show that our proposed method is accurate and generalizable across contexts and samples through multiple studies. The DCE method gives managers a better way to measure intangibility or similar service constructs like service quality, which can help them manage their service offerings and make customers happier.     

How do firms finance their exports? – evidence from China

Using a firm-level production data over the period of 2005–2009 from China, this paper provides a new empirical evidence on how firms finance their exports when they have several financial options. The main results of the paper can be summarized as follows. First, firms who have better access to any finance are more likely to export and export more. More financial options lead to a higher export probability and capacity due to the complementary relation between financial options. Second, of all financial options, the internal finance captured by cash holdings or profit plays the most important role on firms’ export likelihood and volume. Firms rely more on the external finance through borrowing to start exporting, but depend more on issuing stocks to their shareholders to expand their exports. Third, subsample results suggest that the financial option of issuing stocks is generally more important for firms who have worse access to external finance in determining export propensity and quantity, such as private-owned firms, small-scale firms, young firms, and non-eastern firms.     

Why do Caucasian advertising models appeal to consumers in Taiwan?

To test the influence of model ethnicity on advertising effectiveness in East Asia, this research proposed a cue-triggered value-expressive model, according to which positive attitudes towards western models help consumers with independent self-concepts express themselves. Western models generated more favourable ad responses (ad credibility, diagnosticity and attitudes), promoted stronger self–brand connections and led to more favourable brand attitudes than did Asian advertising models among independent respondents in Taiwan. In contrast, consumers with interdependent self-concepts did not exhibit such differences. Independent self-concepts also consisted of two sub-dimensions: horizontal individualism focused on the desire to be different, and vertical individualism centred on the desire to be superior. The former dimension accounted for the enhanced effects of western models. Three experiments confirmed that expressing positive attitudes towards these advertising models served value-expressive functions among consumers with uniqueness self-concepts when they read ads promoting products that were publicly (Study 1 and 3) or privately (Study 2) consumed.     

Home and away: Why do consumers shy away from reporting negative experiences in the peer‐to‐peer realms?

This study investigates how customers use their construct of “home” in evaluating their experience in peer‐to‐peer rented accommodation, as opposed to traditional hotels. The literature has paid considerable attention to people's perceptions of destinations, but almost none to their perceptions of “home” and its complexities whilst visiting a destination. We examine the relationships between the concepts of “home” or “here” represented in peer‐to‐peer accommodation and the construct of “away” or “there” represented in traditional hotels. A mixed‐method approach determines the existence of bias in reporting behavior. Our findings indicate that there is a consistent review gap between institutional actors and peer‐to‐peer actors. Also, consumers of peer‐to‐peer accommodation prefer not to engage in negative reporting if a bond with the host is developed. This perception of a home shapes consumers' relationship with the host and leads to reporting bias. This study provides clear theoretical insights to advance our knowledge about the underlying motives behind reporting behavior of negative experiences. Furthermore, it offers practical implications for both institutional and peer‐to‐peer contexts.     

How do customers meet their needs in in-store and online fashion shopping? A comparative study based on the jobs-to-be-done theory

Understanding customer needs is key for fashion retailers to stay competitive and innovative. Surprisingly, however, extant literature mainly explores customer needs in terms of a garment and its attributes rather than viewing shopping as a problem-solving process to meet customer needs. Moreover, these studies fail to address how customers meet their needs in-store (ISFR) and online fashion retailing (OFR). To fill this research gap, we empirically investigate customers' personal and social needs and how they can be met through the jobs-to-be-done theory. Findings reveal that, beyond the purchase of a garment, customer needs can be fulfilled through different ways, such as smart technology or a person's high interaction with social others in ISFR and the online shop experience or a social linkage without social interaction in OFR. Additionally, our findings offer potential service innovations for fashion retailing managers.     

Do consumers care about food miles? An empirical analysis in France

We conducted two qualitative surveys to identify whether food miles, defined as the distance that foodstuff travels between the production location and the consumption marketplace, matter for French consumers. First, two focus groups with ‘conventional’ consumers show that distance is a multidimensional concept, both positively and negatively perceived, and that most consumers are not concerned by food miles and their subsequent environmental impact. Second, 10 face‐to‐face interviews with consumers of locally grown organic food demonstrate that these consumers purchase local food for other reasons than reducing ‘food miles’ and buy imported organic food in spite of increased food miles. We shed light on this situation using theoretical concepts from economics and psychology. Some implications for policymakers and marketers are stressed.