Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms’ innovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1) improving customer needs understanding and customer involvement in developing new products, (2) innovating beyond the lab, (3) disseminating and implementing research findings in firms, and (4) marketing’s overall role in innovation. This article defines these themes, sketches the current status of knowledge about each theme, frames practitioners’ issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully.     

Measuring innovation in a ‘low-tech’ service industry: the case of the Dutch hospitality industry

This article presents the findings of a survey among 613 firms in the Dutch hospitality industry adopting a demarcation perspective. The paper illustrates that innovation in this service industry is much higher and more varied than regularly reported. It further indicates that innovation activities in ‘low-tech industries’ can be in place with less formalized forms of (service) innovation management. Finally, it is shown that a higher innovation intensity is associated with better firm performance. Based on this, some implications for managing innovation in the hospitality industry are discussed. Finally, some fundamental issues in the measurement of service innovation are raised.     

New Service Development Process

Abstract

To continue to grow, more and more U.S. service firms have looked overseas in recent years to find markets for their offerings. Thus, innovation in the global context has become a strategic imperative for many service firms. While the issue of how to foster service innovation has been an area of extensive research, the cross-national comparison of innovation practices particularly between developed and emerging countries has been only a nascent field of research. To address this gap in the literature we conducted a comparative study of new service development process and stages of the financial service firms in an emerging country, India, and a developed country, the United States. The results support the central argument of the article that significant cross-national differences do exist with regard to a firm's new service development process. The findings should be of value to managers faced with the tasks of selecting and managing service innovation in emerging markets, as well as those firms experiencing international competition.     

Influence of innovation on performance: analysis of Spanish service firms

The main objective of this research was to analyse innovation in service firms. In strategic management, the methodology of fit allows us to study the adjustment between two dimensions by revealing the internal consistency between them and its influence on the efficiency of firms. This paper is focused on the analysis of fit between types of services (classified according to intensity of innovation) and the innovation decisions made by these firms. The fit has been contrasted through the methodology of adjustment as an approach to the ideal profile. An important question in this paper consists in revealing whether the fit between the type of services and innovative decisions influences a firm's performance.     

IMC–performance relationship: further insight and evidence from the Australian marketplace

As markets become increasingly competitive and the associated brand-related marketing communications activity more frenetic, the need to understand how to gain better outcomes from marketing communications efforts is paramount, especially in terms of creating and leveraging market-based assets. This paper presents the results of research into the relationship between the management of marketing communications, from an integrated marketing communications (IMC) perspective, and brand-related performance in smaller and medium-sized service and consumer goods firms. The paper employs the mini-communications management audit devised by Duncan and Moriarty (1997) as a mechanism for examining key IMC issues. Analysis is presented on differences between high-, medium- and low-performing firms. The analysis suggests that firms with higher levels of integration in the management of marketing communications also have higher levels of brand-related performance.     

Business process digitization, strategy, and the impact of firm age and size: the case of the magazine publishing industry

Despite increasing interest among researchers and practitioners in the field of Internet commerce, significant controversy remains regarding the large incumbent versus nimble newcomer dynamic. This paper explores issues related to firm age and size and the firm's propensity to engage in Internet-enabled process digitization by conducting an empirical investigation based on a sample of 150 firms in the magazine publishing industry. Results suggest that (a) differences exist as a function of firm age and size in the degree and manner in which firms digitize business processes through the Internet, (b) Internet-enabled digitization of business processes is associated with both strategies of innovation and of low cost, and (c) the digitization–strategy relationship is stronger for new versus established firms and for smaller versus larger firms.     

A Meta-Analysis of Research on Information Technology Implementation in Small Business

The small business sector is one of the fastest growing sectors of the economy. The firms in this sector are becoming increasingly dependent on information systems (IS) for their operations. Traditional research in IS has primarily focused on large corporations. The problems, opportunities, and management issues encountered by small business in the IS area are unique, and research is too limited to provide useful guidelines. This study compares the research literature on IS implementation and research on IS in small business, examines the commonality and differences, and identifies research gaps. An overall research framework is developed to review the research in the two areas and determine areas of opportunity. As a follow-up of this analysis, a research model is developed to explore the factors influencing the adoption of computer-mediated communication technologies in small business. The model incorporates some of the innovation factors that are identified as potential gaps in the earlier analysis. The research model evaluates the impact of 6 factors-perceived usefulness, cost, compatibility, top management support, competitive advantage, and size-on the adoption of computer-mediated communications technologies. A telephone interview was used to collect data from 207 firms. The results of data analysis reveal that competitive advantage, top management support, and size are important determinants of adoption of computer-mediated communication technologies.     

Determinants of proactive innovative behaviour in new services: empirical investigation of service versus manufacturing firms

The research performs a complete analysis of the differences between services and products based on factors associated with the innovation process. The research analyses the factors/dimensions and their repercussions that determine firms' capacity to adapt to their environment and observes how the critical dimensions of the innovation process influence the gap generated by the difference in the firm's current level of innovation and the level developed by the competition. The results show that the client's participation in the process of innovation is greater in service firms that possess a larger innovation gap and are more proactive. The opposite is the case for formalization and decentralization, which occur in lower levels in this kind of firm. Further, decentralization and formalization are lower in service than in manufacturing firms.     

Corporate Social Responsibility as a Strategic Opportunity for Small Firms during Economic Crises

The aim of this study is to analyze if there is a direct causal relationship between small firms’ orientation toward corporate social responsibility and their competitive success, mediated by innovation and performance. A structural equation model has been applied to a sample of 758 small Spanish firms. The results indicate that, in times of economic crisis, socially responsible strategies are a determining factor in firms’ competitiveness. Pragmatic advice for practitioners derives from research results, considering that social responsibility represents an opportunity for small firms in the complex and turbulent time. The findings encourage small firms to manage operations responsibly as a guarantee of market success.     

The effects of industry cluster knowledge management on innovation performance

Research on industrial clusters mostly focuses on the effects of the competitive advantage they generate. This study takes a different approach, conducting empirical research on three types of Taiwanese parks (export processing zones, industrial zones, and science parks), in which economic development is particularly prominent, and which have industry cluster characteristics. The study explores the effects of special resources and relationships among cluster firms on innovation performance, and focuses on knowledge management as the mediator for investigation. A survey, regression analysis, and correlation analysis probe into the effects of the special resources and relationships among industrial clusters on corporate knowledge management and innovation performance. Knowledge management emerges as the mediator of industry clusters in terms of corporate innovation performance, thus providing support for the research hypotheses. The findings of this study are valuable for further research and strategic thinking on the sustainability of corporate operations.     

Innovation and service-dominant logic

Radical changes have occurred in innovation management. Traditional goods-dominant logic has shifted to service-dominant logic, where value is created for use instead of exchange. Customers are tied to organizations to co-create value. The focus of this special issue is on high quality, original, unpublished research, case studies, and implementation experiences. The issues are covered, including the collaborative workplaces for innovation in service companies, the financial crisis in hospitality industry, the role of quality management in innovation, and the value logic in service.     

Organizational Dynamics and Adoption of Innovations: A Study within the Context of Software Firms in Sri Lanka

This paper examines the effect of organizational dynamics on innovation focus using the residual dominant and emergent theoretical framework (RDE) and the empirical evidence of four case studies. The findings revealed that different types of innovation coexist, but one type becomes dominant over other types at a certain time as the innovation focus is changed in line with the strategic priorities of firms. We found that innovation focus takes the form of product, process, and organizational innovation pattern over time when the firms move from an entrepreneurial organization to a more formal business corporation. More importantly, the RDE framework provides an appropriate lens for practitioners, in identifying the enablers and barriers of innovation.     

Organizational culture,innovation, and performance: A test of Schein's model

Innovation is the key to organizational survival and therefore the study of processes that support innovation should be of interest to researchers and practitioners alike. Schein's multi-layered model of organizational culture offers a useful framework for thinking about processes that foster innovation. A defining characteristic of the model is the subtle but important distinctions between the varied “layers” of organizational culture (i.e., values and norms, artifacts and behaviors). The basic assumption of this study is that Schein's model offers a tractable explanation of cultural processes that support organizational innovation, especially in service firms. Despite the intuitive appeal and practical value of Schein's conceptual framework, empirical research in relation to the model is limited. This paper develops a rationale for an empirical model based on Schein's conceptual model; the study reports a test of an empirical model. Data collected from approximately 100 principals of law firms provides a suitable empirical context for a test of the model. The findings generally support the hypothesized relationships. A key result is how layers of organizational culture, particularly norms, artifacts, and innovative behaviors, partially mediate the effects of values that support innovation on measures of firm performance. The findings have implications for theory and practice, especially in relation to building an organizational culture within professional service firms that fosters innovative behavior.     

State-of-the-Art Research on Technology Innovation Management in China

The two latest Five-Year Plans of China call for an increasing focus of the whole country on technology-based innovation. Moreover, China’s ambition to become an innovation-oriented nation has attracted widespread international interest and academic studies in technology and innovation management. However by now, there is still not a rigorous amount of the research in this field as regards to China. This paper reports a comprehensive review of the research published between 2002 and 2011 in twelve top technology and innovation management international journals. Overall, a sample of 241 relevant articles in 780 issues is used as the basis for the study. The result is a map of the main research topics, their influence, and the availability of tested empirical data, which traces a state-of-the-art research on technology innovation management in China. Discussion on the map draws avenues for further research and insights for both researchers and policy makers on why, where and how to advance knowledge in the field, with a particular focus on implications for developing cooperation at the enterprise level.     

Ethics and taxation: A cross-national comparison of UK and Turkish firms

This paper investigates responses to tax related ethical issues facing firms, an area where there has been little prior research. As perceptions may be determined by response to different legal systems and regulations, we examine responses to a series of ethical questions posed to two groups of tax practitioners, one group employed in UK firms and another group employed in Turkish firms. This facilitates both an examination of responses from within each country and a cross-national comparison of ethics and taxation. Although there is a similarity of perception of the importance of a number of taxation related ethical issues between UK practitioners and Turkish practitioners, there are also several statistically significant differences between the two groups. The paper makes a significant contribution to the literature through obtaining and analysing data from tax professionals in the UK and Turkey to provide a cross-national study of corporate tax practice and ethics. The paper is novel in that no prior studies have reported cross-national studies that have examined tax issues related to firms.     

Catch‐up through Collaborative Innovation: Evidence from China

Collaborative innovation has received the attention of management scholars for decades. The primary focus of our research is to explore the mechanisms that drive innovation catch‐up of latecomers in an emerging economy through research and development collaborations (i.e., academic and industrial collaborations). Using a sample of 1,066 firms in a high‐tech cluster in China, we find that collaborative innovation strategy has an inverse U–shaped effect on a firm's innovation performance. In addition, the relationship between collaborative innovation strategy and innovation performance is positively moderated by absorptive capacity © 2016 Wiley Periodicals, Inc.     

Key determinants of sustainable smartcard payment

This paper aims at examining the sustainability of smartcard payment in retailing and consumer services. The analytical results of our survey data suggest that usefulness, ease of use, convenience, automatic add-value service, security, reliability, and participation of popular service providers have considerable effects on continuous use of smartcard payment. The present work empirically identifies and justifies the key determinants of sustainable smartcard payment from the consumer perspective. The findings provide managerial insights for the implementation of cutting-edge technology to enhance sales and service operations and make important contributions to research and practice in technology-based service innovation and service operations management.     

Establishing a system for innovation in a professional services firm

Professional service firms are facing new competitive challenges in a global market with more value-focused clients, service commoditization, regulatory changes, and new Internet-enabled business models. They increasingly need to improve competitiveness through sustained innovation of the value they provide and the efficiency with which they provide it. But how can firms establish an effective and sustainable innovation system? This Executive Digest shares a best practice model for innovation based on academic research and honed by a decade of practical experience in application across professional service firms in consulting projects. This work covers how to develop innovation strategies by establishing processes and organization to support innovation, providing innovation training, developing new services, and re-engineering existing services. The author, Alastair Ross, details the practices required and shares some of the challenges encountered in realizing them. This article draws heavily on his latest book, Innovating professional services: Transforming value and efficiency.     

Impact of Horizontal Mergers on Research & Development and Patenting: Evidence from Merger Challenges in the U.S.

This paper contributes further empirical evidence on the effects of mergers on innovation using company level data. Evidence on this issue has implications for the relationship between innovation and market concentration. Our departure from previous work is that we focus on a sample of horizontal mergers whose market concentration impacts were flagged by U.S. antitrust authorities as potentially posing a problem for antitrust law compliance. We employ propensity score matching and difference-in-differences estimation to compare the innovation activities of challenged and non-challenged merger firms to a control group of non-merged firms. We use R&D, patent grants, and citation-weighted patent grants to measure the innovation activities of firms before and after a merger. Our results indicate that the post-merger innovation outcomes of firms whose mergers were challenged are lower than they would have been had the firms not merged. But for non-challenged mergers, or mergers that do not raise concerns about market concentration, post-merger innovation outcomes are not significantly different from what they would have been without a merger.     

Management of Innovation in Services

The article discusses two issues. The first is whether service firms innovate at all; the second is how they organise the innovation activities. The basis for the analysis is a series of case studies in Danish service firms. The first issue is discussed theoretically. Of the several paradigms within traditional innovation theory, the strategic innovation paradigm is the most adequate to explain service innovations. Organisational learning must be separated from innovation whereby the latter means a jump in turnover and profit while the first means a lower and continuous growth. The emphirical analysis demonstrates that the service firms innovate. The second issue is analysed empirically. Different ways of organising the innovation activities are set placed a taxonomy. It is concluded that the service firms rarely have R&D departments and innovation generally is an unsystematic search-and-learn process.