Sustainable value propositions: Framework and implications for technology suppliers

Advances in sustainable purchasing put pressure on firms to evaluate and demonstrate the sustainability of their products and services. In this paper, we coin the term sustainable value proposition, develop a process framework for building sustainable value propositions, and illustrate its application with two technology-intensive offerings. By integrating the literature on sustainable marketing and customer value propositions with life cycle assessment methodologies, we build a process framework that can be applied to demonstrate and evaluate the economic, environmental and social benefits of industrial products and services. The framework comprises 1) identification of potential impacts, 2) identification of key value creation mechanisms, 3) choosing key indicators, 4) life cycle modeling, and 5) life cycle value demonstration. Through two case studies, we examine the development of sustainable value propositions in two industry sectors: metallurgical and automotive. The results highlight the value provided to customers through the combination of direct economic benefits and derivative benefits of reduced environmental and social impacts. Our paper contributes to the growing field of sustainable marketing by offering guidelines on how to integrate sustainability with the marketing and purchasing of technology-intensive offerings. In addition, we offer guidelines for how to construct sustainable value propositions that resonate with customers.     

Transitioning from product to service-led growth in manufacturing firms: Emergent challenges in selecting and managing the industrial sales force

Despite the increasing strategic value of service-led growth in competitive and commoditized markets, firms frequently encounter problems orienting their industrial sales forces toward these new organizational objectives. To identify important potential challenges to firms attempting to make the transition to service-led growth, we conducted focus groups and depth interviews with 38 sales executives at goods-dominant business-to-business firms. Our discussion with C-suite managers uncovered four major transition issues, to wit, (1) the magnitude of change at the sales organization level triggered by a service transformation; (2) unique elements of selling hybrid offerings versus industrial goods; (3) the link between these differences and the sales proficiencies required for hybrid offering sales; and (4) potential individual differences among high-performing hybrid offering salespeople, compared with sales reps focused on goods sales. These insights highlight some of the managerial and sales force-level challenges that goods dominant firms will have to address as they attempt to initiate and maintain the transition to a service-led growth strategy.     

Power, conflict, and cooperation: The impact of guanxi in Chinese marketing channels

This paper tests the impact of guanxi on behaviors among firms in a Chinese marketing channel. Guanxi is operationalized in this paper as emotional closeness and interactive state. We find that the emotional closeness between channel-boundary personnel of firms has a positive impact on their exercise of noncoercive power, a negative impact on their exercise of coercive power, and a negative impact on the perceived conflict between them. In addition, emotional closeness has an indirect but positive impact on perceived cooperation. Interactive state between the boundary personnel of two firms has a positive impact on a firm exercising noncoercive power and a negative impact on perceived conflict between them. At the same time, it is positively related to a firm exercising coercive power. This shows not only the significant influence of guanxi on a firm's channel behaviors but also the constructive effects of both emotional closeness and interactive state on marketing channel behaviors in China.     

Non-linear relationship between industrial service offering and sales growth: The moderating role of network capabilities

In an effort to approach the mixed findings regarding the relationship between a firm's industrial service offering and its performance, this study analyzes the impact of the industrial service offering on sales growth and the moderating role of network capabilities. The proposed research model is tested based on data from 91 Finnish manufacturing firms. Our results demonstrate a non-linear effect of the service offering on sales growth. We also find that network capabilities enhance the effect of the service offering on sales growth. For managers of manufacturing firms, the results imply that the active development of a comprehensive service offering should be implemented in conjunction with the development of organizational capabilities, such as network capabilities, to create value and promote improved performance.     

Branding a B2B service: Does a brand differentiate a logistics service provider?

Existing research has shown that strong brands serve as an important point of differentiation for firms, assisting customers in their evaluation and choice processes. Although there is considerable research on the branding of consumer goods and an increasing literature on industrial and service brands, little is known about branding in the context of business-to-business services. This research extends existing brand theory to a new setting, namely B2B services. Drawing on the results of two mail surveys, we examine B2B services branding in the context of logistics services. Findings suggest that brands do differentiate the offerings of logistics service providers and that brand equity exists for this commodity-like B2B service. Findings also support the extendibility of Keller's [Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22] brand equity framework into the logistics services context. However, results of this study show that; logistics service providers and their customers have different perspectives on the relative influence of brand image and brand awareness on brand equity. Implications of these findings for managers and directions for future research are offered.     

Balancing exploration and exploitation capabilities in high technology firms: A multi-source multi-context examination

Based on the dynamic capability view, this study examined the balance between exploration and exploitation capability. With this, we proposed a framework that synthesizes the impact of new product creativity and marketing program creativity on new product quality (internal product quality and external product quality), and further understanding the path to performance of new products in a select number of industrial and consumer products. The main findings revealed that the effect of new product creativity in consumer product firms through internal and external product quality was less dominant than those in industrial product firms. In contrast, the effect of marketing program creativity in industrial product firms through only external product quality was less dominant than those in consumer product firms. Additionally, this paper also discusses the research limitations, future research directions, and theoretical and practical implications.     

MARKET SEGMENTATION STRATEGIES OF MULTIPRODUCT FIRMS*

We analyze a multiproduct duopoly and ask whether firms should offer general purpose products or tailor their offerings to fit specific consumer needs. Offering a targeted product has two effects: utility increases for some consumers due to increased fit, whereas utility decreases for others due to increased misfit. Previous work has not considered these two effects jointly and has therefore not been able to capture the tradeoff inherent in market segmentation. We show that in addition to the degree of fit and misfit, the intensity of competition and the fixed cost of offering an additional product determine firms' market segmentation strategies.     

Why Focus? A Study Of Intra‐Industry Focus Effects

In an intra-industry setting, firm-focus is found to be positively correlated with the ability of firms to produce high-value products, while the overall effect of focus on firm performance is negative due to missed demand externalities generated by a broad product offering. In particular, it is shown that U.S. mutual funds that belong to more focused fund providers outperform similar funds offered by more diversified providers. An explanation based on alignment among a provider's activities is consistent with this result. Cash inflows into fund providers—a measure related to fund provider profitability—is, however, negatively correlated with focus in fund offerings.     

Exploring the impact of a supplier portal on the buyer-supplier relationship. The case of Ferrari Auto

This article concentrates on the relationship between companies and their suppliers with a specific focus on the impact that information and communication technologies (ICTs) have on industrial (business to business) purchasing processes. After reviewing the extant literature, we classify the potential impact of ICTs on the buyer-supplier interactions into three main categories, i.e. impact on buyer-supplier relationship, impact on purchase process efficiency and impact on logistics process performance. Whilst scholars generally agree on the impact ICTs may have on buyer-supplier exchanges, they have not investigated concurrently all of these three impacts to understand their comparative relevance and the context in which this comparative relevance may change. In order to redress this gap in the literature our research study focuses on a particular form of ICT solution - supplier portals - and takes a supplier (rather than buyer) perspective. We explore empirical evidence from a single customer-multiple supplier case study, that of the Ferrari Auto supplier portal. Our study leads us to contend that suppliers view such portals as offering far more significant benefits to their relationship with customers than to the improvements in purchase process efficiency or to the performance of buyer-supplier logistics processes. We conclude with a short discussion of the main managerial implications and suggestions for future research.     

Spanning transnational boundaries in industrial markets: A study of Israeli entrepreneurs in China

This study investigates Israeli transnational entrepreneurs who provide B2B intermediation services in China. To understand the dynamic evolution of their profile and activity, we apply an interpretative framework that combines practice theory and boundary spanning models to analyze six case studies of Israeli transnational entrepreneurs in China. The findings indicate a gradual evolution of their personal and professional profile, determined by a dynamic interdependence between various forms of capital, entrepreneurial habitus, and circumstantial factors. They mobilize a combination of social, cultural, economic and symbolic capital to span organizational, country, cultural and stage boundaries between Israeli and Chinese individuals and organizations. We integrate these findings into a comprehensive model, presenting the various components and stages that led to the development of transnational profiles and activities. Our findings provide an original contribution both to industrial marketing theory and practice, and to transnational entrepreneurship literature, advancing academic understanding and offering a clear roadmap for entrepreneurs, organizations and policy-makers.     

Entry into new niches: the effects of firm age and the expansion of technological capabilities on innovative output and impact

We provide evidence that young firms systematically differ from older firms in their innovative output when they enter ‘new to the firm’ technological niches. We analyze data from 128 biotechnology firms since their inception and track these firms over time. Our analyses reveal that the organizational age at which the firm branches into new technological niches significantly influences its innovative activity. We refine the focus of the extant literature by separately examining the effects of branching on the quantity of innovative output and the impact that this output has on the technology domain. Subsequent to branching into new niches, we find that older firms have a higher quantity of output than their younger counterparts, whereas young firms tend to outpace their older rivals with higher impact. We discuss the implications of these findings for the literature on dynamic capabilities and entrepreneurship. Copyright © 2011 John Wiley & Sons, Ltd.     

Reinventing a business model in industrial networks: Implications for customers' brand perceptions

Although researchers recognize the need for established market-centered business models that address and satisfy consumer's needs, little research has been done on the link between a customer's perception and a business model innovation (BMI). We addressed this research opportunity by conducting a case study encompassing 394 respondents to explore how a BMI affects customers' brand perceptions, distinguishing between their brand trust, brand loyalty, and brand equity. We conceptualize a BMI from an industrial network perspective and decompose the effect of different BMI dimensions: value offering innovation (VOI), value architecture innovation (VAI), and revenue model innovation (RMI). Our results show that a VOI has a positive impact on brand equity and a negative impact on brand loyalty. Further, a VAI has an inverted u-shaped relationship with brand trust, whereas an RMI has a positive impact on brand trust. In turn, brand trust fully mediates the relationships between an RMI and brand loyalty and an RMI and brand equity. Our insights contribute to BMI research from a customer-centric perspective. In particular, we extend our knowledge of BMIs by offering a more granular understanding of how different BMI dimensions affect a customer's brand perceptions. We contribute to industrial networks literature by offering rich and novel insights to purposefully manage an industrial network's BMI.     

Schumpeterian economics: some observations on the relevance of his theoretical contributions to the management of industrial research and development

This paper investigates the relevance of the theoretical writings of Schumpeter to the management of research and development (R&D) in small and large industrial firms. Schumpeter's emphasis in his early work on three main aspects of industrial R&D; namely the importance of entrepreneurship, industrial innovation and resultant creative destruction, were major new insights that rejected the long‐standing view that equilibrium was the best state for any industrial economy. This paper, with the aid of relevant literature from both Schumpeter and others, seeks to relate his theoretical approach (that changed over time to favour large firm R&D) to the implication for industrial R&D, and in particular, the relationship between R&D in small and large firms. The paper concludes that if Schumpeter had lived to see the current industrial landscape, he might have returned to his early belief that entrepreneurial new small firms remain key harbingers of technological progress.     

Global market segmentation for logistics services

While logistics services have become a significant source of competitive differentiation between firms, significant challenges exist relative to developing logistics service offerings for global business customers. Diverse regulations across borders, longer lead times, and increased transportation costs all add to the difficulty of managing logistics services internationally. As a service offering, logistics is often characterized by intensive customer contact, extensive customization requirements, and a reliance on extrinsic cues for service performance. Because of these qualities, logistics services are also subject to cultural influences that exist in cross-border trade. In this article, we argue that logistics service quality (LSQ) components can be used to identify global, horizontal, and vertical segments of logistics services customers, and that cultural and organizational characteristics may modify the LSQ-customer satisfaction relationship. By identifying specific customer segments, some which may transcend national borders, logistics managers can benefit from reduced costs, enhanced revenue, and the ability to differentiate their offering from the highly competitive marketplace.     

How to manage strategic alliances in OEM-based industrial clusters: Network embeddedness and formal governance mechanisms

The rapidly growing original equipment manufacturer (OEM)-based industrial clusters have been a prominent form of economic organization in several emerging Asian markets. Characterized by close interdependence and intertwined personal linkages, firms of Asian OEM-based industrial clusters participate in the phenomenon of strategic alliances. However, how these alliances can be effectively managed through formal governance mechanisms within embedded networks requires further investigation. This study uses social network analysis to identify personal, ownership, and technology networks in 141 semiconductor firms in an OEM-based industrial cluster in Taiwan that feature different types of OEM-led alliances and the prevalence of Guanxi. We find that relational embeddedness based on personal ties and structural embeddedness based on ownership ties support the employment of formal governance mechanisms. We also pay particular attention to the moderating role of network embeddedness in diminishing the relationship between transaction hazards and formal governance mechanisms. By identifying the embeddedness context in the governance of alliances, our research contributes to a better understanding of the ways in which formal governance mechanisms are contingent on the network embeddedness of OEM-based industrial clusters in Taiwan and other similar Asian economies.     

Capital Structure Theory: Evidence from European Property Companies' Capital Offerings

This study examines the stock price reactions on announcements of both equity and debt offerings by European property companies. The unique setting in which corporate tax rates vary between different countries enables us to test established theories in the field of capital structure. In accordance with theory, we find a negative price reaction on equity offering announcements, which is less severe for low-tax countries and positive price reactions on the announcements of debt offerings. Besides tax arguments, we also test alternative explanations by analyzing variations in stock reactions based on differences in the relative size of the issue, the pre-offer leverage, the underlying property types, and operational performance. The results show that corporate taxation, issue size, and operational performance are significant explanatory factors in the negative price reactions.     

The Financial Impact of Organisational Downsizing Practices—The New Zealand Experience

Partly in response to the Asian economic crisis, many organisations in the Asia Pacific rim reduced staff numbers. This research examines the New Zealand experience of this change intervention from 1997 to 1999. This includes an examination of the impact on financial performance, and how the process followed may moderate such an impact. A questionnaire instrument was designed to measure this, to which responses were received from 155 New Zealand for-profit organisations employing fifty or more people.There is some evidence to suggest that those respondents who had downsized over the period of the study reported lower measures of profitability than those who did not (p < .05). Also, ensuring the procedure was perceived as just by the employees, and offering outplacement help to those who lost their jobs, went some way to improving the financial performance of downsized firms (p < .05). This may suggest that if downsizing is necessary then attention needs to be given to how the process is implemented in order to maximise the financial return.Peter Carswell teaches, consults and researches in the areas of organisational change, development, and innovation; leadership; strategic management; team building; people management and human resource training; organisational culture; management development; and entrepreneurship. He is a research fellow at UNITEC Institute of Technology in New Zealand.     

The digital marketing capabilities gap

Over the past two decades, digitalization has revolutionized not only consumer marketing but also industrial marketing. Both industrial marketing scholars and industrial marketers seek insights to understand how our knowledge and practice of digital marketing has been structured and configured. To address this gap, we adopt the resource-based perspective as an organizing framework and systematically review 129 articles spanning two decades of research to identify different digital marketing capabilities in industrial firms. From this analysis, we identify four themes: channels, social media, digital relationships, and digital technologies. We then stress-test this knowledge with managerial practices by conducting an online survey of 169 managers, designed to establish the repertoire of current and future marketing capability needs of industrial firms. Herein, we identify two marketing capabilities gaps: the practice gap—which identifies the deficit between managers' ‘current’ practices and their ‘ideal’ digital marketing capabilities; and, the knowledge gap—which demonstrates a significant divide between the digital marketing transformations in industrial firms and the extant scholarly knowledge that underpins this. Based on these results, we build an agenda for future research on digital marketing capabilities.     

Value innovation,deliberate learning mechanisms and information from supply chain partners

Although marketing scholars have emphasized both the importance of internal learning mechanisms and of external learning through supply chain partners research findings on how these factors influence each other are merely lacking. Analyzing survey data of 182 industrial firms, we examine how information provision by upstream and downstream supply chain parties moderates the effect of internal deliberate learning mechanisms on value innovation ability. Results of the PLS analysis suggest that internal learning mechanisms and external information exchange do not always work symbiotically. Our findings provide interesting results for (the management of) innovation processes and supply chain relations.