Corporate reputation in the People’s Republic of China: A B2B perspective

How B2B firms in the People's Republic of China [PRC] view, value and manage their corporate reputation has received little research attention. Drawing on multiple case studies, our findings confirm that firms are utilizing certain Western conceptualizations of corporate reputation, including the leveraging of intangible forms of corporate reputation. However, many of the firms were also using the hitherto underemphasized elements of firm-government relationships and government regulatory policies to create positive assessments of a firm's reputation among key stakeholders. Notwithstanding our findings that corporate reputation is valued as a means of gaining competitive advantage and dispelling perceptions that Chinese products/services are low-cost and low-quality, concern remains that building reputation capital among stakeholders may result in a loss of price competitiveness. Finally, unlike the framework proposed by Barnett, Jermier, and Lafferty (2006), our results suggest that B2B firms in China do not impose clear boundaries between reputation and ‘corporate reputation capital’. Nor does there appear to be an emphasis on disaggregating the constructs of identify and image from that of reputation.     

Exploring reputation of B2B partnerships: Extending the study of reputation from the perception of single firms to the perception of inter-firm partnerships

Reputation is a concept that has been widely studied in terms of the perceptions of characteristics of single firms. We argue that there is merit in extending the study of reputation to the perception of characteristics of inter-firm partnerships. Cases of business-to-business partnerships are used to explore the notion of partnership reputation and its associated characteristics. Insights from the study of corporate reputation are used to develop a conceptual model and propositions that specify some of the characteristics and outcomes of partnership reputation. We propose that partnership reputation includes perceptions of mutual understanding, flexibility of interaction and synergy. The benefits of partnership reputation are then explored in terms of the positive behaviours such a reputation may engender with stakeholders. The paper concludes by discussing limitations and outlining directions for future research.     

Basking in reflected glory: Using customer reference relationships to build reputation in industrial markets

Corporate reputation is an important intangible asset that enables firms to establish customer relationships. Customer relationships, specifically customer reference relationships, can in turn be utilized to build supplier reputation in industrial markets. The aim of this conceptual article is to analyze the combination of these two concepts. It lays the foundation for further investigations into the effectiveness of reference customer relationships in enhancing supplier reputation. By developing propositions on the determinants impacting effectiveness of reputation transfer between customer and supplier firm, implications for practice and research in business marketing and corporate reputation management are derived.     

Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment

How does corporate reputation influence customer behavioral intentions? This article proposes a model with customer trust, customer identification and customer commitment as the key intervening factors between corporate reputation and customer purchase intention and willingness to pay a price premium. We test the model by using data from 351 customers of three Chinese B2B service firms. Results indicate that corporate reputation has positive influence on both customer trust and customer identification. Customer commitment mediates the relationships between the two relational constructs (customer trust and customer identification) and behavioral intentions. Customer identification and customer commitment relate closely, but they are distinct constructs in the B2B setting.     

Towards a framework of customer value assessment in B2B markets: An exploratory study

This paper examines the key processes and activities of customer value assessment in business-to-business (B2B) markets. Given that an increasing number of B2B firms are providing combinations of products and services, or integrated solutions, the present study examines customer value assessment from the solution supplier's perspective. Specifically, based on an exploratory field study and in-depth interviews with 18 managers in three different firms, the present study identifies five key processes (i.e., value potential identification, baseline assessment, performance evaluation, long-term value realization, and systematic data management) and 11 related activities involved in customer value assessment in B2B markets, and integrates them into a managerially grounded framework. The findings from this study contribute to the literature on customer value and solution research, and provide useful insights for managers on how to assess the value delivered by their offerings to customers.     

The role of Internet auctions in the expansion of B2B markets

In the wake of the advent of the World Wide Web, businesses are scrambling to take advantage of changes in their markets. While the consumer side of the Web explosion has been much touted, it is the business-to-business (B2B) market that has quietly surpassed expectations. An important business model that is responsible for this new market expansion is the Internet or Web auction. Businesses are adapting traditional auctions to the instantaneous “real-time” advantage of the Net to reach new markets that were previously cost-prohibitive by reducing transaction costs. Advantages such as the size and scope of the audience are giving Internet auctions a major role in the emerging global economy. This article examines the enormous impact of Internet auctions on B2B markets. We look at the kinds of auctions being conducted and their relevance to emerging business paradigms. We examine the circumstances under which you choose to conduct Web auctions and their impact on pricing mechanisms, information asymmetries, and channel relationships.     

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.     

Corporate social responsibility,firm reputation,and firm performance: The role of ethical leadership

This study investigated the antecedents and outcomes of corporate social responsibility (CSR) and the moderating effects of ethical leadership. We collected two-wave, temporally lagged data from two sources (general and vice-general managers) in 199 tourism firms (hotels and travel agencies) in southeast China. We have two major findings. First, ethical leadership moderated its own indirect effect on firm reputation via CSR. It had an indirect and positive effect on firm reputation through CSR when ethical leadership was strong but not when it was weak. Second, ethical leadership also moderated the indirect effect of CSR on firm performance via firm reputation. There was an indirect and positive effect of CSR when ethical leadership was strong but not when ethical leadership was weak. This study highlights the role of ethical leadership in linking the antecedents and outcomes of CSR, and provides support for the stakeholder theory.     

Managing service quality in high customer contact B2B services across domestic and international markets

This research aims to examine the nature of the moderating influence of empowerment on the effect of service training and internal marketing on service quality in a high customer contact B2B setting, and to investigate the differential effects of internal marketing, service training, and empowerment on service quality across domestic and international operations. Data from 880 customer-contact employees show several direct and interaction effects. Our analysis shows that the three focal variables, internal marketing, service training and empowerment positively relate to service quality. Our results support a positive moderating influence of empowerment on the relationship between internal marketing and service quality, and between service training and service quality. Finally, our hypotheses for the moderating influence of type of service operations (domestic/international) on the effect of internal marketing and service training on service quality were also supported. Our results suggest that offering service employees the skills, ability and power to do their job is essential in both domestic and international operations, and also helps maximize the effects of a firm's internal marketing efforts and service training. Overall, the findings inform managers as to how their employee focused strategies for service quality can be managed effectively across domestic and international markets.     

Dynamic supply chain coordination under consignment and vendor-managed inventory in retailer-centric B2B electronic markets

This study examines the dynamic performance of vertically decentralized two-echelon channel coordination for deteriorating goods under consignment and vendor-managed inventory (VMI) contracts with revenue sharing from retailer-centric business-to-business transactions in both traditional markets and electronic markets (EMs). The research presents the profit-maximization problem and devises a method for making cross-enterprise dynamic joint decisions by combining calculus with dynamic programming for a retailer-led Stackelberg supply chain under cooperative and non-cooperative game settings over a multi-period planning horizon. The applicability of the proposed model is assessed using a case study involving a highly perishable product, sliced raw fish, in a supply chain comprising a regional seafood supplier and a local store belonging to a large national retail chain. The analytical results show that, in a cooperative setting, the EM with a consigned revenue-sharing VMI contract tends to achieve lower retail prices, larger stock quantity, improved channel efficiency, and increases in both retailer and supplier profits through an additional one-part tariff. Additionally, consumers benefit from lower retail prices and society benefits from increased overall channel profits in the cooperative channel and EM.     

Investigating guanxi dimensions and relationship outcomes: Insights from Sino-Anglo business relationships

This study aims to develop and test a concept for improving Anglo-Chinese business relationships. By piecing together and incorporating both Chinese and western relationship constructs into a cohesive framework and testing this on a sample of Taiwanese importers, the study conceptually and empirically advances our understanding of the discipline further. Specifically, three facets of guanxi, namely ganqing (an affective element), renqing (reciprocation and favor), and xinren (personal trust) are conceptualized to determine cooperation and coordination, which in turn lead to improved performance. Based on a sample of 208 buyers (surveying perceptions of their relationships with Anglo suppliers), we provide empirical support for our concept and reveal that ganqing, renqing and xinren are crucial for fostering the development of such Sino-Anglo relationships. By providing an international flavor in terms of the constructs outlined and the importer-exporter context, the study provides fresh insights to help broaden our horizon further and understand more about relationships in an international context. Several implications are extracted from the study which a) western marketers importantly need to practice as they grapple to enter Chinese markets and nurture business relations, b) Chinese buyers can consider when managing their supplier portfolios and c) academics can use to help measure important relational constructs and undertaking research in a Chinese context.     

Covalence and ionic bonding in business-to-business relationships: Insights from chemistry

The paper examines business-to-business (B2B) relationships using the framework of the covalence-ionic bonding theory in chemistry as an analogy to help make soft phenomena and relationships in B2B marketing more understandable to engineers and scientists in organizations and to managers with scientific and technical backgrounds. In the tradition of cross-fertilization of various scientific fields, the authors propose that the covalence-ionic bonding theory may provide insights in determining the factors that contribute to the emergence of bilateral, unilateral, and market relationships. This study compares and contrasts interparticle bonding with ways of managing B2B relationships. Beyond sheer analogy of the two phenomena, an explanation of B2B relationships and decision-making mechanisms is proposed. In adapting this concept theoretically, the meaning of the original parameters in physical science is assigned a new meaning in the marketing context. Furthermore, the paper extends conceptually the predictive capabilities of chemistry theories to relational behaviors in marketing. Drawing from a resource-based view of the firm, complementarity of resources and dependence levels are postulated to have critical roles in business bonding. Appropriate propositions are advanced, along with implications for managers and researchers.     

Food policies and prospects: Insights from global modelling

The author describes the application to international food problems of a simulation model of the world economy developed by the Systems Analysis Research Unit (SARU) of the UK Department of the Environment. He examines the role of food trade under alternative future conditions of abundance and adversity. Comparisons are drawn with some of the conclusions of other world models. The results highlight the potential of food trade as a contributor to higher income and consumption in poor regions, notably South and Southeast Asia.     

Transparency regulation in broadband markets: Lessons from experimental research

This article presents a research project in experimental law and economics about transparency regulation in markets for experience goods, with implications for the implementation of transparency requirements in broadband markets. European and American regulators have introduced transparency policies in the broadband sector, although their effects on market actors are not fully understood. The experiment evaluates the effects of increased transparency on various market outcomes. Four scenarios are compared in which end-users have different amounts of information about quality. Findings of this research suggest that (1) more information about quality leads to higher total surplus and higher consumer surplus; (2) quality provided by firms increases with the level of transparency; and (3) quality and efficiency are marginally higher when full information about quality is only available to some consumers, than when all consumers have imperfect information about quality. To these findings a number of conclusions are attached relevant for broadband policy.     

Business groups and corporate transparency in emerging markets: Empirical evidence from India

This study examines the difference in corporate transparency of firms affiliated with business groups and unaffiliated firms in India. Based on previous studies we measured corporate transparency using equity analysts’ forecast error and dispersion. We find that firms affiliated with business groups are less transparent than unaffiliated firms. Lack of transparency leads to higher analyst forecast error and dispersion. This study also finds that business group-affiliated firms with more intra-group capital transactions have higher forecast error and dispersion. The findings of this study suggest that firms affiliated with business groups are less transparent due to their reliance on internal capital markets, and therefore lack incentives to disclose information to market participants. As a result, the information asymmetry between business groups and the capital market is higher, restricting the activities of information intermediaries such as equity analysts, who play an important role in the external capital market.     

An exploratory investigation of the elements of B2B brand image and its relationship to price premium

Much of the extant work on brand equity in business markets has focused on predicting brand loyalty, as in what brand image elements that make buyers prefer to buy a brand. The question what drives buyers to pay more or less for brands has however been somewhat overlooked, despite price premium being a distinct and economically important outcome of a favourable brand image. In an attempt to answer this question, this paper suggests that the corporate brand image determinants of price premium can be conceptualised into six dimensions: brand familiarity-, product solution-, service-, distribution-, relationship- and company associations. Findings from a small-scale qualitative investigation, based on interviews with buyers of corrugated packaging, are used to illustrate this model as well as to explore its microelements and demonstrate why they can be assumed to be mentally related to buyers' willingness to pay.     

Union Presence and Corporate Productivity Practices: Evidence from Singapore

This paper explores the influences that unionisation may have on managerial processes to improve productivity. Unionisation is cast as a contextual variable, along with sector, size and culture. A recently established Singapore data base of employees' perceptions of corporate productivity practices is used to detect such possible influences. Regression analysis, with productivity practice as a dependent variable, suggests that unionisation explains some of the variations in such practices.     

Profits and "contestability": state-by-state evidence from banking markets

Contestability in local banking markets is tested using a structure-performance (S-P) model. OLS and TSLS tests using a 38 state sample of 5,396 banks in 1,474 markets reveal a positive concentration-profitability relationship. This implies that local banking markets are not contestable. However, tests for each state separately show that the S-P relationship exists only in approximately one-fifth of states. F-tests indicate that using a national pooled sample is inappropriate. The results suggest that market structure, including entry conditions, affect performance, consequently the theory of potential competition is more relevant than contestability theory. However, generalizations may be inaccurate.     

Cartel sustainability in retail markets: Evidence from a health service sector

This paper studies the role of cost asymmetries and product differentiation on cartel sustainability by drawing data from a failed retail cartel. Unlike the extensive theoretical literature, little empirical evidence exists on these relationships. First, we analyze cartel compliance and find that players are more likely to comply when cost is symmetric and own cost is high. Next, based on a structural model and counterfactual experiments, we show that a cartel price that satisfies all cartel members does not exist. This result indicates an inherent difficulty of sustaining collusion in retail markets with heterogeneous players. We also show that firm heterogeneities, especially product differentiation rather than cost asymmetries, hinder collusion more. Finally, we derive the level of patience (or the discount factor) required for cartel sustainability when firms split profits based on the Shapley value.