Customer referencing as business actor engagement behavior – Creating value in and beyond triadic settings

The rising impact of customer engagement is increasingly evident in business markets. This paper studies customer referencing as an important manifestation of engagement behavior in the business-to-business (B2B) context. To extend extant research, which has thus far examined referencing almost exclusively from the seller's viewpoint, we study how referencing affects value creation in business networks. We explore resources contributed and gained though referencing and the resulting value outcomes for the entire reference triad (the seller, the reference customer, and the prospective buyer). Empirically, the paper draws on an extensive field study conducted in knowledge-intensive business service industries. The results explicate how customer referencing affects value creation within and beyond the triad, by i) enhancing or impairing actors' internal processes; ii) strengthening or damaging relationships between the triad actors; and iii) facilitating exchange in their broader business network. The paper contributes to research on customer referencing by explicating its role in value creation on a network level. As one of the first studies on engagement in the B2B context, this paper contributes to the emerging actor engagement research by analyzing how influencing behavior operates in a business network. These insights can help firms to facilitate exchange in complex markets.     

The impact of network configurations on value constellations in business markets — The case of an innovation network

A growing body of scholars are advocating a better understanding of how value is created in business networks, rather than merely in business relationships or at the level of single actors. Among such networks, innovation networks, i.e. the configurations of strategic entrepreneurial nets aimed at improving the effectiveness of innovation performance, have come under scrutiny in the business marketing literature. However, research that explicitly connects value considerations with innovation network configurations is still in its infancy, with empirical evidence being notably scarce. This study is aimed at identifying if and how network configurations affect value constellation aspects in business networks, in terms of value recipients and value outcomes. We interviewed key informants representing 46 high-technology entrepreneurial firms co-located in an innovation network (Daresbury Science and Technology Park — UK). Our study identifies that different network configurations can co-exist in the same overall network; these, nevertheless, are not alternative independent structures, but rather they interact with each other through actors spanning their boundaries. Our study thus provides an understanding of network configurations relating to specific value consequences, but also provides evidence relating to the interactions between different configurations. By doing this, we establish a bridge between a business marketing and a strategy perspective on value in networks. Important managerial implications and implications for policy makers also emerge from our study.     

Coopetition close to the customer — A case study of a small business network

Coopetition interactions are traditionally divided into competing activities close to the customer, called output activities (e.g., sales and marketing), and cooperating activities far from the customer, known as input activities (e.g., logistics, production and R&D). In many coopetition networks, most of the cooperation has been in input activities, essentially meaning that little research is conducted in coopetition business networks with cooperative activities close to the customer. This article closes the gap by investigating coopetition in an ICT business network comprising small-to-medium-sized enterprises (SMEs) in the B2B sector. The purpose of this paper is to increase understanding of cooperation between competing firms by analyzing the success factors of cooperative activities close to the customer that lead to a positive outcome of coopetition. The results of the study show that some case companies are more competition oriented, whereas the others are more cooperation oriented. At the activity level of analysis, cooperation occurs in branding, marketing, joint customers, and delivery of services; whereas companies compete in local services, marketing campaigns, and pricing. In addition, our study shows that certain success factors for coopetition are highlighted, particularly in output activities such as activeness, geographical distance and personal resources.     

Strategic marketing and business performance: A study in three European ‘engineering countries’

In spite of its relevance, the effects of strategic marketing on business performance are sparingly studied, especially in particular business contexts. We address this gap in two ways. First, we examine the influence of four key strategic marketing concepts—market orientation, innovation orientation, and two marketing capability categories (outside-in and inside-out capabilities)—on company performance. Second, these relationships are studied in three European “engineering countries:” Austria, Finland and Germany. Their relative homogeneity enables testing the generality versus context-specificity of strategic marketing's performance impact. Using SEM analysis, surprisingly weak relationships between market orientation and outside-in capabilities, and business performance are identified, as opposed to the strong role of inside-out capabilities and innovation orientation. These results can be understood through the “engineering country” characteristics. Moreover, clear differences in results are identified among these relatively homogenous countries. This is a major finding as it challenges the widely assumed generality of the strategic marketing–performance relationship. Country-specific results have also considerable managerial relevance.     

Improving the FTTH business case–A joint telco-utility network rollout model

Fiber to the home networks are seen as the most future proof technology to offer increasing bandwidth to customers. The publication of the Digital Agenda has put forward challenging goals for the broadband connectivity in Europe, but the rollout of next generation fixed access networks is still lagging. One of the reasons is the high initial investment cost associated with the rollout of these networks. To decrease this cost, a cooperation model between utility operators during the deployment phase is proposed in this paper. A model has been developed, in order to optimize the position of the different infrastructures in the trench and to allow for a fair allocation of the different costs incurred between all cooperating parties. The combination of these models has shown that a synergetic deployment phase of new infrastructures, both in Greenfield and Brownfield installations, can decrease the deployment costs for fiber infrastructure up to 21%.     

Small business industrial buyers' price sensitivity: Do service quality dimensions matter in business markets?

One of the major obstacles to effective pricing emanates from difficulties experienced in predicting business buyers' price sensitivity. With a view to obviating these obstacles, this study examines the effect of five key physical distribution service quality dimensions on price sensitivity from the perspective of small and medium retail buyers. Based on a survey of 233 cellular phone retailers in China, the authors articulate how the five salient service quality dimensions exert either direct effects on price sensitivity or indirect impacts through perceived value and customer satisfaction. Theoretical and managerial implications are also provided for effective retailer relationship management, profitability improvement, and customer segmentation in distribution channels.     

Narrative approach in business network process research — Implications for theory and methodology

The continuous development of theoretical and methodological approaches provides novel insights into how to conceptualize and empirically study multilayered and multi-actor network processes. This theoretic-methodological article shows how network processes can be conceptualized, and how the narrative approach advances the empirical study of these processes. The study builds an agency-structure meta-framework that conceptualizes the emergence of network processes in terms of interaction between individuals from different network actor organizations. The narrative research approach is put forward to implement the study of network processes into empirical reality. The narrative approach allows capturing the relevant actors, their multiple motives, interests and activities, and the mutual interplay of these elements with the contextual levels, thus providing an essential understanding of various types of network processes.     

Rediscovering strategic content in ‘strong process’ research on business network innovation

A strong process view on business networks takes ‘becoming’ as a starting point for understanding business networks and innovation. This view tends to leave the role of strategic content implicit and underdeveloped. Yet, embracing content from a process angle is important to obtain insight in the role of strategic intent and value transformation. A philosophical architecture for addressing this gap is currently lacking. In the context of business network innovation, this paper seeks to explore how content can remain theoretically relevant and how it can be inserted in a strong process view underpinning industrial marketing research.This conceptual paper makes a distinction between content-centric, process-content co-evolution, and process-centric philosophies. These are mutually exclusive and fail to cater to the gap introduced. A fourth strategy is introduced that adopts the process-centric view as a foundation but uses pragmatism and encapsulation to reach out to content research. The paper offers methodological considerations for empirical research and applies the resulting approach to industrial marketing. It concludes with implications for research in industrial marketing.     

Why do business groups continue to matter? A study of market failure and performance among Indian manufacturers

This paper explores the nature of the influence that business groups exert in shaping performance outcomes in emerging economies. Set in India, this study used a longitudinal research design to assess the independent and collective performance impact of group affiliation and diversification both before and after economic reforms were introduced in the country. Consistent with the institutional theory perspective, results show that in the pre-reform period the group structure exerted an important positive moderating effect on the diversification-performance relationship. However, these group benefits appear to persist even after many of the sources of market failure had started to decline rapidly. This persistence of group effect may be indicative of the continued relevance of non-diversification benefits of the group structure in emerging economies. It may also be indicative of the fairly slow process of building institutional infrastructure in emerging economies where reforms are seldom introduced en masse but more a series of continuing measures as was the case in India.     

A social network analysis of leading semiconductor companies’ knowledge flow network

This study (1) constructs a knowledge flow network for leading semiconductor companies; (2) seeks out how leading semiconductor companies can attain knowledge competencies (through patent activities or network position) via social network analysis; and (3) proposes critical strategic suggestions regarding knowledge flow networks in the industry. The results show (1) that a knowledge flow network with no isolators and Asian semiconductor firms are closely connected with other firms all over the world; (2) that patent activities are positively associated with central network positions and firm performance; (3) that closeness centrality is helpful for patent citation activities and also helps to achieve better performance; and (4) that semiconductor companies in Asia are also closely connected with others in the world.     

Where can capabilities come from? network ties and capability acquisition in business groups

While strategy researchers have devoted considerable attention to the role of firm‐specific capabilities in the pursuit of competitive advantage, less attention has been directed at how firms obtain these capabilities from outside their boundaries. In this study, we examine how firms' multiplex network ties in business groups represent one important source of capability acquisition. Our focus allows us to go beyond the traditional focus on network structure and offer a novel contingency model that specifies how different types of network ties (e.g., buyer‐supplier, equity, and director), individually and in complementary combination, will differentially affect the process of R&D capability acquisition. We also offer an original analysis of how other aspects of network structure (i.e., network density) in business groups affect the efficacy of network ties on R&D capability. Empirically, we provide an original contribution to the capabilities literature by utilizing a stochastic frontier estimation to rigorously measure firm capabilities, and we demonstrate the value of this approach using longitudinal data on business groups in emerging economies. We close by discussing the implications of our supportive results for future research on firm capabilities, organizational networks, and business groups. Copyright © 2010 John Wiley & Sons, Ltd.     

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.     

Sense-making in business markets – the interplay between cognition,action and outcomes

Business markets are characterized by interdependences between business actors. How these actors make sense of such interdependencies is a matter of both theoretical and practical importance. Research on cognitive foundations for competition in business markets, based on organization and strategic management, has evolved considerably since the 1980s. Also, researchers on business markets that are based on marketing and adopt a network perspective, have become increasingly interested in cognition and sense-making over the last two decades. The concepts network pictures and network understanding have been in focus for this research, which has resulted in a demand for improved clarity of the interplay between cognition, action and outcome, as well as for a stronger integration between parallel research developments from related disciplines and research approaches. A better understanding of how individual and collective views are developed is also required. This Special Issue, originated in the network perspective of business markets, is aimed to address these issues.     

Regional differences in business ethics in the People’s Republic of China: A multi-dimensional approach to the effects of modernisation

This paper investigates the influence of modernisation on the moral judgements of 211 managers in the People’s Republic of China, based on their responses to a series of vignettes depicting potentially unethical behaviour in organisations. Since modernisation can take many forms, this paper takes a multi dimensional approach to examining levels of modernisation in different provinces in China. Three different measures are used, believed to represent different aspects of the modernisation process. These include the level of industrialisation of various provinces, the level of marketisation, or progress toward a market-based economy, and a new measure of Westernisation, or the extent to which individuals adopt aspects of Western lifestyle and materialism. This latter measure is developed and tested in the present study. Statistically significant associations between these three measures of modernisation and managers’ moral judgements were observed and the implications of these findings are discussed.     

How marketers argue for business – Exploring the rhetorical nature of industrial marketing work

This paper takes a rhetorical approach to the study of everyday marketing work. It seeks to understand how marketers make sense of the work they do, what discourse is used, and with what rhetorical effect. The study is based on interviews, observations and daily interaction with five marketers involved in marketing and selling of consulting services. It was found that these marketers draw on relationship discourse and customer need discourse – among others – when arguing for business. These discourses could be understood as contradictory discursive forces used by marketers to talk up suitable rhetorical selves, by means of which they accomplish their work. As a whole, this paper provides an illustration of the rhetorical nature of marketing, and discuss theoretical implications, aiming to expand the intellectual agenda for future studies of marketing work that takes marketers' use of language seriously.     

The network mediation of an incubator: How does it enable or constrain the development of incubator firms' business networks?

Incubators are organisations or structures that usually offer five types of services in order to accelerate start-up development: access to physical resources, administrative services, access to financial resources, assistance with start-up procedures and access to networks. The aim of the present paper is to investigate the mediating role of the incubator. More specifically, it examines how the incubator's mediation is related to incubator firms' development of broader business networks. The primary data comprised 34 face-to-face interviews with 19 respondents from an incubator and its incubator firms and with other actors with which the incubator had a relationship. The paper offers three conclusions concerning how the network horizon influences the incubator's capacity to mediate relationships, the necessity for incubator firms to be proactive in order to utilise the mediation activities of the incubator and the influence of public-funding agencies in the development of incubator firms, which is based on their role as third actors in connected business relationships.     

The (future) role of China in ICT standardisation – A European perspective

The paper argues that the Chinese standardisation system should not be perceived as a threat to international ICT standardisation and that the rather more relaxed attitude adopted by the EU is an adequate way forward. It claims that a co-operation based approach to the increasingly powerful relative newcomer is much more appropriate than one based on competition. These arguments are based on a discussion of the European and Chinese standardisation systems and on a subsequent SWOT analysis.     

Why can collective action fail in Local Agri-food Systems? A social network analysis of cheese producers in Aculco,Mexico

Collective trademark and regional product qualification in food-processing industries have become a growing challenge for farmers in developing countries. This challenge is the target of collective action-based programs aiming at framing the cooperation context that would enable a local community to turn inherited resources and know-how into new market opportunities. Literature acknowledges that social capital is a crucial local resource for successful collective actions since it is a source of trust and collective commitment within a community. This paper deals with testing the role of this resource in the collective action case of the cheese producers in Aculco (Mexico). Focusing on the connectedness dimension of social capital, we propose an original methodology that relies on the multiplex and structural properties of social networks. This allows us to disentangle the opposite and ambivalent effects of social capital on the ability of a community to reach the goals assigned by the collective action program. Our empirical study shows that these critical properties can work in favor of adherence to collective action but can also create elite capture, clannish behaviors and entry barriers, thus showing a failure of collective action.     

Startups versus incumbents in ‘green’ industry transformations: A comparative study of business model archetypes in the electrical power sector

Scholars have recently argued that startups and incumbents play differential roles in the disruptive transformations of industries toward sustainability and that the transformations are only likely to succeed if both startups and incumbents contribute. To understand their respective contributions and, thus, to understand how industries make the transition toward sustainability, comparative studies of incumbents versus startups during this transformation have been identified as a central pursuit, but yet they are mostly lacking. Since business models have become a principal way of characterizing firms, the present study takes a business model perspective and derives business model archetypes in the electrical power sector from an analysis of 280 startups and incumbents in three different countries. The selected countries (USA, UK, and India) represent three different energy profiles and leading instances of disruption in the energy sector. The article, then, undertakes a comparative analysis of startups and incumbents based on the empirically distilled business model archetypes and develops propositions on startups, incumbents, and business models in industry transformations. This analysis produces several important insights. First, incumbents do not seem to engage in less business model experimentation than startups. Second, incumbents have adopted several new business models that are not pursued by startups. Third, startups have espoused some business models that are not pursued by incumbents. Fourth, foreign firms can also affect the ‘green’ transformation of an industry in a focal country. Finally, the identified business model archetypes are likely to be of interest to scholars and practitioners who are seeking an improved understanding of business models in the electrical power industry and the industry's competitive landscape.