University business models in disequilibrium – engaging industry and end users within university technology transfer processes

This article explores how greater engagement with industry and end users has influenced the University Technology Transfer Business Model. In order to achieve this, they adopted a qualitative methodology which draws upon case study evidence of two case universities located in a particular region. The findings, represented in a conceptual framework depict a hybrid University Technology Transfer Business Model which is in a state of permanent disequilibrium as a result of path dependency and organisational culture. This permanent disequilibrium was found to cause challenges in relation to scarce resource allocation and also impacted upon the willingness and ability of academics to engage with industry and end users throughout the technology transfer process. This article contributes to an emerging stream of research on hybrid business models by identifying the challenges of permanent disequilibrium where multiple and conflicting stakeholder goals compete for legitimacy and scarce resources. From a policy and practitioner viewpoint, this research draws attention to the complexities of university, government, industry and end user (Quadruple Helix stakeholders) engagement and the implications of such on university strategy where conflicting dominant logics can cause challenges with alignment of organisational processes and mechanisms.     

B2B relationship management in complex product systems (CoPS)

The management of complex product systems (CoPS) has been studied in the academic literature, so far, from a process, organizational, external environment, and technological perspective. Little research has investigated stakeholders' perspectives, particularly when the management of innovative customized solutions is involved. When firms are engaging more and more in complex projects, to create a competitive advantage, academic research should focus on stakeholder interactions and the detailed processes they use, to reinforce stakeholder engagement and to co-create value. Hence, this call for paper was an invitation for scholars to submit papers to study CoPS from a relationship management perspective.     

Speak to head and heart: The effects of linguistic features on B2B brand engagement on social media

Brand engagement on social media increasingly draws B2B brands' attention as it may produce positive WOM and bring branding and financial benefits. However, B2B marketers face challenges in creating compelling brand posts on social media. Beyond ‘knowing what to post’, what is even more challenging for B2B marketers is a lack of knowledge of ‘knowing how to communicate’, i.e., knowing how to design the non-informational cues in brand posts to stimulate brand engagement and generate social media WOM. This research makes initial attempts to address this gap by investigating the impacts of post language on B2B brand engagement on social media. Building on the model of B2B effective communication and theories in linguistics, we identify six linguistic features (i.e., post length, language complexity, visual complexity, emotional cues, interpersonal cues, and multimodal cues in rich media) that influence brand engagement, captured using Twitter likes and retweets. Through analyzing 229,272 tweets collected from 156 B2B brands in 10 industries, we found that, in general, linguistic features that facilitate the central or peripheral route processing will have positive effects, while those that hinder the processing will have negative impacts on brand engagement. This research contributes to our knowledge of B2B social media communication by revealing the power of brand language in driving brand engagement and introducing linguistics as a valuable conceptual lens for maximizing the benefits of B2B marketing content on social media. This research also highlights the interpretative nature of social media communication – B2B brands must go beyond the content purpose and strategy decisions to consider the specific language use and communication style of the message.     

Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach

Over the past few decades research has predominantly focused on the technical aspects and theoretical challenges of Artificial Intelligence (AI). With the deluge of data and the increase in processing power, businesses are now facing the challenge of how to deploy AI that generates business value. In this direction, there is still nascent research on how AI can be leveraged in for B2B operations, and particularly marketing. To address this gap, this study draws on the dynamic capabilities view of the firm and specifically on the micro-foundations approach and builds on three selected case studies of large organizations in Norway that use AI for B2B marketing purposes. The study identifies a number of AI-specific micro-foundations of dynamic capabilities, essentially highlighting how organizations can use AI to manage B2B marketing operations in dynamic and uncertain environments. This study also identified several key cross-cutting elements emerging from the data, demonstrating how some key concepts are inter-related and how they affect overall business value.     

Creating superior customer value for B2B firms through supplier firm capabilities

In a dynamic global business-to-business (B2B) environment, innovation and marketing appear crucial to providing supplier firms' positional advantage through the ability to create value for customers. Our examination is grounded in seeking to address the research question: To what extent is the creation of superior performance, relationship, and co-creation value driven by market orientation, product innovation and marketing capabilities in B2B firms? The results of a survey of 155 large B2B firms show product innovation capability and marketing capability partially mediates the relationship between a firms' market orientation and its ability to create value (performance and co-creation), except for the role of marketing capability which we found acted as a full mediator of the relationship between market orientation and relationship value.     

Realized absorptive capacity and entrepreneurial universities’ organizational change: the role of process innovation practices

Although essential to all institutions, organizational change is a complex and high risk activity. In this paper, we examine how organizations develop and implement capabilities to facilitate organizational change. Drawing on the dynamic capability perspective and a ‘resourcing’ synergy view, we investigate how realized absorptive capacity in terms of transformation and exploitation capability directly affects organizational change, and how process innovation practices act as an effective mechanism that link transformation and exploitation capability with organizational change. To distinguish our analysis, we focus on both an emerging organizational form and an emerging economy context. Specifically, on the basis of a questionnaire survey of 316 academics from entrepreneurial universities in Malaysia, we find that both transformation and exploitation capability are facilitators of organizational change. However, the relationship of transformation capability with organizational change is fully mediated by process innovation practices, while the relationship between exploitation capability and organizational change is partially mediated by process innovation practices. Our research therefore contributes to the dynamic capability perspective of organizational change and absorptive capacity by highlighting the importance of integrating organizational transformation and exploitation capability with process innovation practices in different ways to facilitate organizational change. Our findings and accompanying discussion on how process innovation practices can generate moves towards universities that are more entrepreneurial will also be of interest to university managers and policy makers.     

Technology readiness in a B2B online retail context: An examination of antecedents and outcomes

This paper develops and empirically tests a model that examines the role of technology readiness (TR) in the business-to-business (B2B) context. The research investigates how retailers' TR, and its antecedents, impacts their evaluation of a credence based B2B service, namely web solution service providers (WSSPs). It responds to previous research calls by extending the TR construct from the business-to-consumer (B2C) perspective that is traditional in the extant literature into the B2B domain. The findings of a survey conducted with 133 firms in the retail industry are that TR is an important contributor to the eventual achievement of service quality and satisfaction. The contributions of this study are; first it develops and validates a measure of TR in a B2B context; second it investigates the antecedents of TR in this domain, demonstrating the impact of past inexperience, industry trust and switching costs on firms' level of technology readiness to adopt online operations; and third, it finds that service quality and satisfaction are outcomes of TR. The key management implication for WSSPs is the need to address the TR levels of existing and potential clients if they wish to deliver successful e-business solutions to them. Their clients' TR can be better managed by making the offering more easily understood, building relational rapport, reducing risk perceptions and adopting a client centric perspective throughout the process.     

B2B purchase engagement: Examining the key drivers and outcomes in professional services

The concept of engagement in regard to the business-to-business (B2B) sector has received less attention due to the complexity and heterogeneity of people involved in making the buying decisions. Hence, there is limited research examining the role of professional service firms' simultaneous collaboration with stakeholders in general, and the drivers and outcomes of engagement in particular, within the B2B sector. To address this gap, this study examines the drivers and outcomes of purchase engagement in B2B professional services. Using the structural equation modelling approach, the results from a survey of CEOs and/or owner-managers of small and medium-sized enterprises in Australia found that customization and loyalty to the account manager are two salient drivers of purchase engagement. Purchase engagement is also found to yield three important outcomes, namely consideration set size (CSZ), dependence, and willingness to pay a premium price (WTP). In the study, customers' dependence on the suppliers was found to act as a mechanism through which engagement can influence CSZ and WTP.     

Supplier-customer engagement for collaborative innovation using video conferencing: A study of SMEs

Co-creation of innovation, as transcending perspective of marketing, is of growing interest in recent years. Developing new products through collaboration is recognised as beneficial to suppliers as well as customers. Businesses face challenges as to how to build and develop close and long-lasting collaborative relationships for innovation success. Owners/managers need to know about which platform to use appropriate for different engagement aspects in the relationship development. The advancement in virtual technology may offer new platforms in enabling customer engagement apart from traditional platforms. This study explores how suppliers and customers are engaged in videoconferencing in their engagement processes in collaborative innovation. Based on an empirical study of in-depth interviews with seventeen owners/managers in biotech SMEs (Small and Medium Sized Enterprise), from a supplier's perspective it reveals that the engagement is processual and has two dimensions for the successful collaborative relationships. Videoconferencing is a platform for engagement when distance is a barrier, it's used in both dimensions of the engagement, and to facilitate cognition and support affect which help form and cement trusting relationships. The authors explain the process of videoconferencing engagement by a ladder of engagement model through social networking theory in building and applying social capital.     

Stakeholder management in complex product systems: Practices and rationales for engagement and disengagement

Collaboration with stakeholders has become a cornerstone of contemporary business; however, absolute collaboration is not trouble-free. The present study explores how and why firms engage and disengage external stakeholders in their value-creating activities in complex product systems over time. From the existing research on stakeholder management, we know that actor roles, strategies, reasons and challenges of engaging external stakeholders in innovation and business activities vary across contexts. However, additional research is needed to construct a more comprehensive understanding of the practices as well as their rationales by which firms engage or disengage external stakeholders in complex product systems. Our empirical study of a European district development megaproject improves the current understanding of stakeholder management in complex product systems contexts. We derive nine practices and four rationales that timely describe the engagement and disengagement of external stakeholders. The study develops a processual model of stakeholder management in complex product systems with implications for both stakeholder management literature and managerial practice.     

Customer involvement in big data analytics and its impact on B2B innovation

Extant literature assumes that customers mainly serve as passive data providers and that firms take responsibility for big data analytics. In line with a current trend in real-world practice, this research, based on the open innovation literature, challenges this assumption and argues that customers can have more engagement in big data analytics. The authors distinguish two constructs: Customer as Data Provider (CDP) and Customer as Data Analyst (CDA). The former is consistent with the mainstream view that customers serve as the data source. The latter, on the other hand, sheds light on an active role customers play in big data analytics – that is, customers participate in a co-creation process where they acquire, analyze and act on big data. Using survey data of 148 Business-to-Business (B2B) innovation projects, the authors find that both types of customer involvement facilitate B2B product innovation. Furthermore, the authors examine moderation effects of customer need tacitness and customer need diversity. Results show that customer need tacitness negatively moderates the relationship between CDP and new product performance while customer need diversity yields a positive moderation effect. Customer need tacitness is also found to positively moderate the relationship between CDA and new product performance.     

“Green” supply chain management: The role of trust and top management in B2B and B2C markets

“Green” supply chain management (GSCM) has often been associated with highly visible companies (Bowen, 2000) and firms within consumer-focused industries (Buysse & Verbeke, 2003; Hall, 2000; Roht-Arriaza, 1996). As such, GSCM has partly been led by development of consumer awareness of environmental issues (Beamon, 1999; Zhu et al., 2005). This suggest that firms operating in business-to-consumer (B2C) markets have strong incentives to implement GSCM, due to both institutional and stakeholder pressure. However, this leaves the role of GSCM in business-to-business (B2B) sectors relatively unexplored and to-date little is known about: 1) the relative engagement with GSCM among firms in business-to-consumer and business-to-business sectors; 2) the conditions that are necessary for successful implementation of “green” practices in B2B supply chains. This study addresses these issues within the context of 340 buyer–supplier relationships in the United Kingdom, using an innovative research methodology that captures firms' engagement with GSCM practices and minimizes social desirability and common source biases. Our results show that GSCM is relatively limited among firms in B2B markets compared to firms in B2C markets. At the same time, we show that developing trust with supply chain partners, while also having top management support, is a crucial driver of engagement with GSCM among firms in B2B sector but less important among firms in B2C sector. These findings provide considerable insights to managers and marketers of B2B supply chains that seek to respond to a growing interest of environmental performance of supply chain.     

Implementation of green innovations – The impact of stakeholders and their network relations

Green innovation is becoming increasingly important for companies and whole societies, and the research in this field has essentially increased in recent years. As green innovation is expected to ensure both environmental sustainability and economical profitability, it might seriously affect the partly colliding interests of various groups of stakeholders. However, from previous studies less is known about the impact that various groups of stakeholders and particularly the relationships among these stakeholders exert on the implementation of green innovations. To address this gap we first substantiate the relevance of the stakeholder theory for innovation studies in general and green innovations in particular. Furthermore, we argue that from the innovator's perspective green innovations are likely to be affected by the interactions with as well as between many primary and secondary stakeholders. To explore this issue in-depth we conducted a case study of the implementation of an offshore wind farm in Germany. Our research revealed that network ties among stakeholders can be both conducive and detrimental to the green innovation. The insights gained in our study contribute to the stakeholder analysis for the implementation of green innovations.     

An incubation perspective on social innovation: the London Hub – a social incubator

In the context of incubators, particularly those that are driven to achieving social objectives, this paper investigates core processes that support the development of social innovation. Social innovation, as this paper argues, is underpinned by a new form of social collaboration and engagement built upon strong forms of sharing knowledge and learning. Coupled with this is the element of social capital reinforced by entrepreneurship and leadership that promotes sustainability in the community. These factors drive innovative thinking and ways of engaging among stakeholders in order to create new forms of socio-economic impact. Such value-creating activity occurs in firms that operate within incubators involving a wide range of stakeholders who work through networks to co-create and meet social challenges. Through a case study of a social incubator and an incubatee, we demonstrate the core processes that irradiate the argument on social innovation. The contribution of this paper is threefold: First, social innovation is an emerging area of research, of which there is a dearth in terms of examining the processes empirically. We address the gap in this field by demonstrating the value of social collaboration and engagement using different innovation models. Second, we establish links between social innovation and incubation using the concept of social capital. This allows us to achieve our third contribution: exemplification of a dyadic value-based partnership and collaboration processes between an incubator and an incubatee, through activities driven by social innovation that aim to have social impact. The paper concludes with practice implications and suggests directions for future research.     

Towards a model of dynamic capabilities in innovation-based competitive strategy: Insights from project-oriented service firms

With the growing significance of services in most developed economies, there is an increased interest in the role of service innovation in service firm competitive strategy. Despite growing literature on service innovation, it remains fragmented reflecting the need for a model that captures key antecedents driving the service innovation-based competitive advantage process. Building on extant literature and using thirteen in-depth interviews with CEOs of project-oriented service firms, this paper presents a model of innovation-based competitive advantage. The emergent model suggests that entrepreneurial service firms pursuing innovation carefully select and use dynamic capabilities that enable them to achieve greater innovation and sustained competitive advantage. Our findings indicate that firms purposefully use create, extend and modify processes to build and nurture key dynamic capabilities. The paper presents a set of theoretical propositions to guide future research. Implications for theory and practice are discussed. Finally, directions for future research are outlined.     

Customer engagement through omnichannel retailing: The effects of channel integration quality

While many retailers have turned to omnichannel retailing to remain competitive, engaging customers across channels has become one of the biggest challenges they face. Drawing on social exchange theory, we proposed and tested a research model of customer engagement in the context of omnichannel retailing. Structural equation modeling was employed to test the research model with customers of two emerging omnichannel retailers, Apple (n = 269) and Kroger (n = 221). The results showed that channel integration quality dimensions (including breadth of channel-service choice, transparency of channel-service configuration, content consistency, and process consistency) positively influenced customer engagement which in turn led to positive word-of-mouth and repurchase intention. The research model was examined using both high-involvement products (e.g., Apple) and low-involvement products (e.g., Kroger) despite the varying effects of channel integration quality on customer engagement. This study adds to the growing body of knowledge on customer engagement vis-à-vis omnichannel retailing and provides retailers with actionable insights into engaging customers across channels.     

B2B service innovation and global industrial service management

This special edition of IMM aims to develop knowledge and generate new insights and applications of service innovation in B2B context, and global industrial services management relevant to scholars and managers. This article briefly discusses the theme of the special issue, the compelling rationale for putting together the body of scholarship around the topic, and brief introduction of the articles featured in the issue, and their contributions to industrial marketing/B2B discourse. It also highlights some key future research directions.     

A framework of brand value in B2B markets: The contributing role of functional and emotional components

The creation of value is admittedly a critical task for marketers regardless of industry. This paper focuses on a type of value that has traditionally been perceived as irrelevant to industrial markets and argues that brand value facilitates the progression from goods and services value to relationship value. To address the limited amount of research on B2B branding from the suppliers' point of view, we complement insights gained from a literature review with ten exploratory interviews with B2B supplier managers, and develop a framework of brand value applicable to industrial markets. This identifies both the functional (i.e., quality, technology, capacity, infrastructure, after sales service, capabilities, reliability, innovation) and emotional qualities (i.e., risk reduction, reassurance, trust) important for the development of industrial brand equity. Situational (e.g. nature of the purchase) and environmental factors (e.g. the economic situation) affecting suppliers' perceptions of the importance of brand in a B2B context and the role of functional versus emotional brand qualities are discussed. The value of the brand as a driver for the development of business to business relationships is also highlighted. The framework provides a basis for B2B practitioners to build their brands in such a way as to make a functional as well as an emotional connection with buyers that is more likely to lead to a supplier–buyer relationship.     

A systematic literature review of university technology transfer from a quadruple helix perspective: toward a research agenda

Within recent years, there has been a rapid expansion of the University's role in economic development. This has resulted in University Technology Transfer (UTT) taking place within an increasingly complex network of regional stakeholders. This complexity has resulted in quadruple helix models where the triple helix model of academia, industry and regional government now includes societal based innovation users as a fourth helix. Despite this development, extant research is fragmented and lacks coherent frameworks and conceptualisations which fully depict the dynamic and evolving nature of UTT. Accordingly, this article reviews Mode 2 UTT from a quadruple helix perspective to identify key themes to develop a research agenda which reflects progression from a triple into a quadruple helix ecosystem.