The Impact of Organizational Integration and Product Development Proficiency on Market Success

This research investigates three major hypotheses important to new product market success: the greater organizational integration during the development of new products, the greater the market success; the greater organizational integration during the development of new products, the greater new product development proficiency; and the greater new product development proficiency, the greater the market success. “Organizational integration” is defined as the degree of cooperation and communication between internal and external NPD “support” groups and NPD teams. “NPD process proficiency” is defined as how well new product development stages and the new product development process as a whole is performed. “New product market success” is represented by four measures: the degree to which profits and sales exceeded or fell short of what was expected, and the degree to which the new product was perceived to exceed or fall short of expectations related to entering existing and new markets. Information was obtained concerning the most and least successful new products of U.S. firms in the medical instruments, the electrical equipment, and the heavy construction equipment industries. The field survey approach was utilized in which surveys were mailed to recipients such as new product development managers who already had been designated by executives of the sample firms. Several important findings were uncovered during this research. Overall organizational integration was found to be significantly associated with new product market success. Internal integration, the coordination between new product development teams and functional departments, was found to be significantly related to product market success. A significant relationship between new product development proficiency during the NPD “post-launch stage” and the degree of integration between an NPD team and external NPD organizations, such as customers and suppliers, was detected. During the post-launch stage, new product development proficiency also was found to be significantly related to new product market success. These findings suggest several important implications for new product development managers and scholars.     

The determinants of merger waves: An international perspective

One of the most conspicuous features of mergers is that they come in waves that are correlated with increases in share prices and price/earnings ratios. We use a natural way to discriminate between pure stock market influences on firm decisions and other influences by examining merger patterns for both listed and unlisted firms. If “real” changes in the economy drive merger waves, as some neoclassical theories of mergers predict, both listed and unlisted firms should experience waves. We find significant differences between listed and unlisted firms as predicted by behavioral theories of merger waves.     

Is targeted advertising always beneficial?

In this paper, we study a simple model in which two horizontally differentiated firms compete in prices and targeted advertising on an initially uninformed market. First, the Nash equilibrium is fully characterized. We prove that when the advertising cost is low, firms target only their “natural markets”, while they cross-advertise when this cost is high. Second, the outcome at equilibrium is compared with random advertising. Surprisingly, we prove that firms' equilibrium profits may be lower with targeted advertising relative to random advertising, while firms are given more options with targeted advertising.     

Involving suppliers in product development: Insights from R&D directors and project managers

While there is increasing evidence that involving suppliers in new product development (NPD) is important, and for many firms even inevitable, there is also evidence that not all such efforts are successful. Firms aiming at implementing this strategy effectively have to pay close attention to several contingency factors on the organizational level and properly manage supplier involvement on the project level. The exploratory case study research underlying this article explores key issues to be considered when involving suppliers in NPD and the counter measures they can take. Our research shows that companies differentiate between so-called “know-how” and “capacity” projects, and that they manage them differently. Furthermore, this research shows that firms outside the automotive and high-tech manufacturing industries are likely to intensify supplier involvement in the future.     

Relationships Between Businesses and Marketing Research Firms: Impact of Partnering on Performance

Many firms are turning from discrete, arms-length, adversarial exchanges with a multitude of marketing research suppliers toward long-term, collaborative relationships with a smaller number of “partners.” Advocates of partnering believe that it is a way to reduce total costs and improve quality, while dissenting firms believe partnering can breed complacency. This article presents the results of a study that examines performance outcomes (product quality, service quality, cost efficiency, timeliness, and overall customer satisfaction) and the degree to which a client partners with its marketing research firms. Results indicate a relationship between partnering and increased performance in all five areas. Implications for managers include the possibility of better performance from research firms if the relationship is more collaborative in nature.     

The organizational adoption of high-technology products “for use”: Effects of size, preferences, and radicalness of impact

This research reports the results of a study on organizational adoption of high-technology products “for use” in contrast to “for manufacture.” Additionally, the study examines high-technology adoptions which often have different issues that are important to the decision process relative when compared to the adoption of less-technical products. For example, the level of compatibility or the availability of complementary products (e.g., network externality considerations) are often important issues for high-technology adoptions. As such, this study provides additional information in the relatively underresearched organizational adoption literature, particularly as it relates to high-technology products. In order to maintain connectivity with past work, we look at the firm size versus adoption issue. At the same time, we add new information by also examining how organizational preferences for products, and the degree of radicalness of the products affect organizational adoption. We use a proportional-hazards model to test our hypotheses using panel data on 400 firms that are drawn from 14 industries. As part of the research effort we developed an improved scale for judging the radicalness of a product than has been used in prior research. Furthermore, we extended the Booz, Allen, & Hamilton New Product Categories (1982) approach to incorporate innovation impact. As expected, the results show that size “does matter,” but that it is modified by degree of product radicalness and organizational preference. Interestingly, we found that for high-technology products “for use,” organizations prefer radical impact products but adopt incremental impact products. Hence, preferences and purchase behaviors do not match.     

Product and relationship quality influence on customer commitment and loyalty in B2B manufacturing relationships

The article examines how product and relationship quality influence customer commitment along with their combined effect on customer loyalty. The results show that product quality influences positive and negative calculative commitment. With regard to relationship quality, its “social” dimensions such as cooperation and trust have a much greater influence on commitment than its “technical” dimensions such as knowledge transfers and adaptation. On the “social” side, cooperation and trust positively influence affective and normative commitment, with trust also positively affecting positive calculative commitment, while on the “technical” side the only significant link is between adaptation and normative commitment. As for the consequences of commitment, affective commitment positively influences attitudinal and behavioral loyalty, while negative calculative commitment positively influences behavioral loyalty. In addition to indirect effects, product quality also directly positively influences attitudinal and behavioral loyalty. The results imply that customer loyalty depends more on “emotional” (affective commitment) than on “rational” (negative calculative commitment and product quality) motivation to continue the relationship.     

On the endogeneity of Cournot, Bertrand, and Stackelberg competition in oligopolies

In many industries, firms pre-order input and forward sell output prior to the actual production period. It is known that forward buying input induces a “Cournot-Stackelberg endogeneity” (both Cournot and Stackelberg outcomes may result in equilibrium) and forward selling output induces a convergence to the Bertrand solution. I analyze the generalized model where firms pre-order input and forward sell output. First, I consider oligopolists producing homogenous goods, generalize the Cournot-Stackelberg endogeneity to oligopoly, and show that it additionally includes Bertrand in the generalized model. This shows that the “mode of competition” between firms may be entirely endogenous. Second, I consider duopolies producing heterogenous goods. The set of equilibrium outcomes is characterized and shown not to contain the Bertrand solution anymore. Yet, forward sales increase welfare also in this case, notably even when goods are complements.     

Do the best new product development practices of US companies matter in Hong Kong?

Past research offers numerous “best practice” studies in New Product Development (NPD). One important characteristic of the earlier “best practice” studies is that they are primarily based on Western samples. Because management practices, cultures, and norms differ around the world it has been argued that the findings of the earlier studies will likely to be less applicable to firms managing NPD outside the West. This study fills this gap by surveying Hong Kong companies and comparing the NPD activities in Hong Kong with those in the US. The results revealed interesting similarities and differences between US and Hong Kong firms with regard to their NPD activities.     

The relationship between buyer and a B2B e-marketplace: Cooperation determinants in an electronic market context

“Stop thinking like a supplier and start thinking as a customer.”

The authors argue that cooperation may be achieved by augmenting the core product with technology-based services. Given the growing importance of real time information exchange and interactivity, a better understanding of the use of technology to the establishment and development of the buyer-supplier cooperative relationships is essential for knowledge advancement. This paper argues that firms should aim to put themselves into their customers' shoes and use the “voice of the customer” to take their major relationship management decisions. To do so, the authors use a sample of nearly 400 SMEs' purchasing managers, to better understand cooperation determinants from the buyers' perspective. The study reveals that in an electronic marketplace, cooperation is positively affected by termination costs, supplier relationship policies and practices, communication and information exchange, and negatively affected by product prices and opportunistic behavior. Moreover, both relationship commitment and trust play a major role in mediating the relationships between these five determinants and cooperation. Surprisingly, resources relationship benefits do not show a significant impact on either commitment or cooperation. Theoretical and managerial implications of these findings are discussed.     

Portfolio of controls in outsourcing relationships for global new product development

Due to increasing globalization and technological discontinuities, firms strive to develop new product capabilities and flexibilities by engaging in outsourcing activities and adopting modular systems. However, these strategies contain risks of opportunistic expropriation of tacit knowledge and costs related to monitoring sourcing partners who are geographically and culturally distant. This study examines the antecedents of control mechanisms through which firms manage the risks and costs associated with outsourcing relationships in global technology-intensive markets. Modularity in design is hypothesized as a moderator of model relationships because it can serve as a substitute for formal or informal controls in a “controls portfolio”.     

A process-oriented perspective on customer relationship management and organizational performance: An empirical investigation

Research on the CRM-performance link has been fragmented due to various perspectives on CRM. This study, considering different concepts of CRM, proposes a process-oriented framework for examining the relationship among CRM resources, CRM process capabilities, and organizational performance. Based on the resource-based view (RBV) of the firm, CRM resources are classified as “technological CRM resources” and “infrastructural CRM resources”. Data from 77 Iranian Internet service provider firms were gathered in a field survey. The empirical work indicates that the measured constructs demonstrate key psychometric properties including reliability and validity. The results reveal that CRM processes are more affected by infrastructural CRM resources rather than technological CRM resources. Moreover, the findings indicate that firms with improved CRM process capabilities enjoy better organizational performance.     

Incentivizing R&D: Prize or subsidies?

This paper studies the optimal design of R&D contests. A “sponsor” (e.g. the US Department of Defense or the World Health Organization) wants to improve the quality of the winning products. To do so, it partitions its budget between two schemes: an inducement prize and efficiency-enhancing subsidies to the firms competing in the contest. Prizes and subsidies have different functions, and they provide complementary incentives. In the optimally designed contest, subsidies increase while the prize decreases, if the innovation process is more challenging. Further, sensible conditions are identified under which the optimal contest implements either a “handicapping” scheme (by preferentially subsidizing the “underdog”) or a “national champion” scheme (by favoring the “favorite”). Our analysis yields a number of useful implications and sheds light on an array of R&D incentive schemes, such as the DoD's design competitions and vaccine development incentives.     

The momentum for network separation: A guide for regulators

Next Generation Access Networks (NGAs) are a challenge to regulators and operators insofar as they require large investments, there is a significant uncertainty about the ability to recover costs, and the choice of the appropriate regulatory regime is far from consensual. Regulatory authorities might want to seize the moment and reconsider mandatory vertical separation of telecommunication firms, without jeopardizing incentives to innovation and investment. This paper discusses the main elements of a possible test for the adequacy of network separation as a regulatory remedy. A sequential decision tree procedure with three questions is proposed: (1) “Is there significant market power in the provision of access under NGAs?”; (2) “Are there little vertical complementarities between services along the supply chain?”; and (3) “Is network separation a better regulatory tool than any other alternative?”. A positive answer to all the questions implies that the regulator should consider network separation as a regulatory remedy.     

Patent office in innovation policy: Nobody's perfect

The number of patent applications and “bad” patents issued has been rising rapidly in recent years. Based on this trend, we study the overload problem within the Patent Office and its consequences on the firms' R&D incentives. We assume that the examination process of patent applications is imperfect, and that its quality is poorer under congestion. Depending on policy instruments such as submission fees and the toughness of the non-obviousness requirement, the system may result in a high-R&D equilibrium, in which firms self-select in their patent applications, or in an equilibrium with low R&D, opportunistic patent applications and the issuance of bad patents. Multiple equilibria often co-exist, which deeply undermines the effectiveness of policy instruments. We investigate the robustness of our conclusions as to how the value of patent protection is formalized, taking into consideration the introduction of a penalty system for rejected patent applications, as well as the role of commitment to a given patent protection policy.     

Search engines: Left side quality versus right side profits

Search engines face an interesting tradeoff in choosing the way to display their results. While providing high quality unpaid, or “left side” results attracts users, doing so can also cannibalize the revenue that comes from paid ads on the “right side”. This paper examines this tradeoff, focusing, in particular, on the role of users' post-search interaction with the websites whose links are displayed. In the model, high quality left side results boost demand from users, causing them to tolerate a search engine on which advertisers do not offer the lowest possible prices for the goods that they sell. However, because websites appearing on the left side still have an incentive to compete in the same market as advertisers, an increase in quality on the left side may reduce advertisers' equilibrium prices. I analyze the circumstances under which this will occur and discuss the model's potential implications for antitrust policy.     

Sales training in Malaysia: High- vs. low-tech methods

This study examines initial high-tech sales training practices of firms in Malaysia. A review of initial sales training programs reveals that firms that engage in high-tech sales training practices report significantly greater levels of needs determination, objective setting, instructional methods, and training program content than their low-tech counterparts. Also, firms that employ high-tech training methods report teaching the “soft area” of salesmanship via computer and both groups place less emphasis on evaluating training programs. To better understand high-tech sales training, managers are provided with in-depth discussions and managerial implications of the study's findings.     

An experimental study of exclusive contracts

This paper reports results from a laboratory experiment based on exclusive contracts that may theoretically lead to inefficient “naked exclusion” of a potential rival. The data indicate that changes in the number of buyers in the market have no significant effect on exclusion rates but the likelihood of inefficient exclusion is decreased both when a larger fraction of signed buyers are needed to deter a rival's entry and when buyers engage in non-binding communication. These results have antitrust implications both in terms of helping to identify “at-risk” market characteristics and suggesting potential competition-enhancing strategies. A sub-game of the experiment where buyers make signing decisions can be illustrated as a coordination game with the unique feature that payoffs are affected by a separate but interested party (the incumbent seller). I find that the height of the potential function and relevant basin of attraction, especially when combined with quantal response estimation, have larger predictive power in this sub-game than several other equilibrium selection criteria.     

The principle of the conservation of business relationship energy: or many kinds of new beginnings

The relationship termination phase has received rather less attention in the literature than other aspects of relationship development. In this article we focus on the stage when the firms involved stop doing business with each other. We argue that relationship ending is problematic in that, even when trading stops, there still seems to exist a kind of “relationship energy” which continues on, especially in the social bonds that have been created. We propose a new principle of the “conservation of relationship energy” which states that it cannot be destroyed and that it can only be transformed and transferred to other relationships, manifesting itself in a variety of ways. “Relationship energy” provides opportunities for the same relationship to be reactivated at a later time, and helps or hinders the formation and continuation of other relationships as this energy travels with people to other organizations and contexts. The principle is illustrated using three case studies of relationships that have ended, drawn from the IMP2 database. The analysis provides new ways of analyzing the relationship termination phase as a more dynamic ongoing process and suggests new ways of evaluating relationship outcomes.     

R&D and product obsolescence

Claims of planned obsolescence have often been made by various consumer groups. Bulow (1986) examined a monopolist's choice of product durability and found that firms who sell their products tend to choose lower durability levels than firms that rent. We argue that the speed of new product development may be a more appropriate proxy for obsolescence than is durability. Reformulating Bulow's model in terms of R&D choice rather than durability choice, we find that sales firms engage in higher levels of R&D than do rental firms. Additionally, we provide an empirical example using data from the copier and computer industries which also suggests a strong positive relationship between the R&D intensity of a firm and the proportion of output sold versus rented.