A service design perspective on the stakeholder engagement journey during B2B innovation: Challenges and future research agenda

Innovation in business-to-business (B2B) contexts deals with highly dynamic, complex, and heterogeneous constellations of stakeholders with a diversity of goals, motives, and capabilities that further challenge successful management of B2B innovation processes and outcomes. Complex challenges, such as sustainability and digitization trends, push these B2B firms to embrace new innovation methods that help them manage disruptive change. Service design thinking has emerged as an innovation management practice emphasizing a human-centered innovation process of user interactions, creativity, and learning mindsets. In this article, we aim to evaluate the challenges and develop a research agenda on how service design can effectively enable stakeholders' engagement during the B2B innovation process. We argue that to advance service design opportunities for stakeholder engagement, we need to address the unique complexities and challenges of stakeholder engagement during innovation from a systemic and dynamic process perspective. From a systemic perspective, we zoom in on the building blocks of stakeholder engagement and address multi-level stakeholder engagement platforms (i.e., innovation networks). From a dynamic process perspective, we treat stakeholder engagement as an emerging process and zoom in on the temporal and relational connections and hybrid orchestration to allow for both structural and emerging stakeholder engagement during innovation. We develop a stakeholder engagement journey in which we integrate service and innovation stages and propose how service design activities can support and facilitate the aforementioned challenges and complexities. Finally, we identify concrete research questions and, accordingly, develop a research agenda for future research on stakeholder engagement in B2B innovation trajectories.     

Management innovation in complex products and systems: The case of integrated project teams

This paper examines the process of a management innovation in complex products and systems (CoPS). Prior literature offers limited theoretical and empirical insights into how an inter-organizational relationship delivers CoPS by moving towards ‘integrated project teams’ over time. The research is based on an in-depth, longitudinal case study, drawing on 34 semi-structured interviews and secondary data from following a client-contractor relationship in the UK water industry over time. The study draws out the various management innovation development phases. It also provides detailed insights in the developments and benefits of setting up integrated project teams. The study contributes to extant literature and practice by linking previously separate research streams of organizational design and management innovation with the management of CoPS.     

A qualitative study of inter-organizational knowledge management in complex products and systems development

Much research has recognized that cross-disciplinary knowledge inputs are necessary to successful product innovation, particularly in complex products and systems (CoPS) development. This paper focuses on developing an exploratory framework for studying how an inter-organizational knowledge management (KM) approach affects the development of CoPS, and exploring how inter-organizational collaboration affects KM within a CoPS context. Based on a review of the literature and in-depth case studies, this paper puts forward some propositions and develops an integrated conceptual model showing the link between the dimensions of inter-organizational KM and the performance of CoPS development. Finally, the implications of the proposed model for inter-organizational KM in a CoPS environment are discussed.     

Teaching-practice as a critical bridge for narrowing the research-practice gap

Management researchers and management practitioners increasingly appear to be talking past each other. A solution lies in understanding that interactive management education has an important role to play in bridging this divide, but for some reason this mode of academic exchange is often forgotten. Our paper broadens the stakeholder value perspective to explore how and why the interests of researchers and practitioners have diverged, before going on to present illustrative cases of programs attempting to bridge such differences. Current conditions suggest that the dissonance between different cycle-times of research and practice is not sustainable with the inevitable outcome of a shrinking commons. Generating new knowledge and propagating it rapidly through education and teaching-practice is an important way of disseminating higher-order research and findings. In a world where academic relevance is under threat, enabling academics to better cross such a divide is critical. Marketing-management researchers and teachers ironically have their own challenge of taking what can be a complex theory (the marketing academic equivalent of a “sausage”) and making it “sizzle”.     

Stakeholder management in complex product systems: Practices and rationales for engagement and disengagement

Collaboration with stakeholders has become a cornerstone of contemporary business; however, absolute collaboration is not trouble-free. The present study explores how and why firms engage and disengage external stakeholders in their value-creating activities in complex product systems over time. From the existing research on stakeholder management, we know that actor roles, strategies, reasons and challenges of engaging external stakeholders in innovation and business activities vary across contexts. However, additional research is needed to construct a more comprehensive understanding of the practices as well as their rationales by which firms engage or disengage external stakeholders in complex product systems. Our empirical study of a European district development megaproject improves the current understanding of stakeholder management in complex product systems contexts. We derive nine practices and four rationales that timely describe the engagement and disengagement of external stakeholders. The study develops a processual model of stakeholder management in complex product systems with implications for both stakeholder management literature and managerial practice.     

A fast method for analysing and improving complex software processes

This paper presents a simple, fast method (or management tool) for the analysis and improvement of software-intensive complex products and systems (CoPS) called software analysis-software improvement (SA-SI). The tool relies on outside intervention, rapid data collection and structured in-company workshops. The distinctive feature of the method is that it focuses on the 'soft', human side of the software development process and examines and compares formal (or rational) processes ('what should be') with real, actual practices ('what is'), in order to identify problems, their causes and strategies for improvement. The tool complements existing formal approaches by delivering a 'bottom up', grass roots, practitioner view of real processes in action. The purpose of SA-SI is to help overcome the severe problems of measuring, analysing and improving performance in large scale, complex software projects. An illustrative case example (Company X) is used to show how the tool is applied and how it confronts the problem of actual/real processes differing from ideal/formal processes. It also shows how SA-SI is used to identify process 'hot spots'(severe problems), analyse their causes and identify solutions. The paper provides guidance on typical problems encountered in running SA-SI and how to overcome them. It also shows how the tool has been modified and extended to deal with other complex domains and innovation management issues. Although SA-SI cannot be a substitute for a change programme, it can play a useful part in complementing ongoing improvement activities. From a research perspective, the method helps link up studies from the organisational development and software fields and assists in 'closing the loop' between innovation research and business practice.     

Capturing context: An exploration of service delivery networks in complex case management

The purpose of this paper is to explore how the participation practices of stakeholder networks inform an understanding of context functioning in complex service exchange settings. We adapt the concept of the service delivery network (SDN) as a suitable approach to investigate how context is made within collaborative healthcare projects. Case management reviews in a UK Learning Disability service are the focus of study as an area of significant practical interest, and as suitable exemplars of healthcare case management. Based on a template analysis, we describe the SDN related to stakeholder participation and co-participation at the intersection of patient, commissioner and clinician networks. We identify notable variations to SDN profiles and degrees of participation of the different stakeholder networks involved. Our findings suggest a fresh focus for researching complex service settings and for case management practice. We discuss the impact of this perspective for understanding and researching context functioning and developing service theory based on mid-range empirical studies.     

Managing Diffusion Barriers When Launching New Products

In recent years there has been a growing interest in the link between new product launch activities and market success. So far, most empirical research has focused on launch activities that target customer adoption barriers. However, with such a focus the influence of other stakeholders on innovation diffusion is not taken into account. A review of diffusion research and stakeholder theory serves as a basis for discussing the influence of different stakeholder groups such as customers, dealers, suppliers, and competitors on innovation diffusion. Essentially, it is expected that addressing multiple diffusion barriers during new product launch will have a positive impact on market success. The new concept for launch activities addressing multiple diffusion barriers is tested with data on new product launches in industrial markets using a multiple‐informant approach. The results lend support to the notion that a successful launch requires activities addressing diffusion barriers related to different stakeholder groups. Specifically, barriers related to customers, suppliers, and stakeholders of the further firm environment need to be lowered during market launch. For the group of competitors, a balanced launch approach including measures to both lowering and erecting entry and diffusion barriers will increase the market success of new products. The subsequent investigation of the influence of technological turbulence, market turbulence, and product complexity on the performance relationships shows that under high uncertainty managing multiple‐diffusion barriers is of higher relevance than in more unambiguous, clear‐cut contexts. Thus, the results demonstrate that a careful management of diffusion barriers related to multiple stakeholders is a relevant task when launching a new product. The paper concludes with implications for management practice and avenues for future academic research.     

Anatomy of a social partnership: A stakeholder perspective

We offer an anatomic analysis of a social partnership among a complex network of stakeholder organizations. Contributions of this research are twofold. First, we use explanatory case data to develop a framework of stakeholder collaboration in a complex setting involving a mix of for-profit and non-profit organizations. Our study is motivated by a need for understanding about how organizations can work within social partnerships to achieve their goals (be they profit related or otherwise). Second, we offer insight about lateral relationship exchange from the view of the entire project—a perspective not typically employed in the domain of relationship marketing. The focal issue in the case, use of technology to improve highway safety, is a social initiative which further sets our study apart in the relationship marketing literature. Using fieldnotes from 33 in-depth interviews, we employ a mix of inductive and deductive reasoning to formulate a conceptual framework and research propositions for the social partnership. The conceptual framework offers in-depth understanding of social partnership development and relationship dynamics. This, in turn, may help stakeholders achieve organizational goals more effectively in this unique environment.     

The co-development of innovative projects in CoPS activities

While CoPS literature extensively covers how suppliers use modularity and systems integration to innovate, it fails at providing insights on the marketing and sales processes supporting innovation. We aim to contribute at filling this gap by comparing the contrasted approaches developed by two suppliers to integrate an innovative sustainable demand related to a tramway project. Based on analytical grid derived from CoPS, project marketing and solutions literature, our in-depth case analysis enables to propose a preliminary model for the co-development of innovative projects in CoPS activities. Our findings capitalize on these complementary research streams and contribute an integrated model of the marketing and sales processes supporting CoPS innovation.     

Customer Success Management: The next evolution in customer management practice?

Customer Success Management (CSM) has transcended from a buzzword into the latest permutation in customer management practice and accordingly deserves rigorous academic analysis. The current article aims to accelerate such analysis through three steps. First, the article examines the broader customer management literature and situates CSM in a larger tradition following Customer Relationship Management, Customer Experience design and management, and Customer Engagement. Second, the article examines the initial articulations of CSM in the literature. Third, the article draws upon goal management, stakeholder management, and learning management in hopes to provoke original research questions and management experimentation. Altogether we provide evidence that CSM forefronts the customer as the primary actor supported by the seller, rather than the seller acting upon the customer, and discuss implications for organizational design and customer facing operations.     

A transition from goods-dominant to service-dominant exchange logic in a B2B relationship: A relationship positioning perspective

The study complements the dominant interpretations of positioning in marketing management research by introducing a relational perspective on positioning in the industrial markets. Instead of focusing on products, brand, or company image only, the study focuses on the exchange logic of the relationship. The study suggests that exchange logic of the relationship i.e. relationship logic comprises a fundamental unit of positioning in the industrial markets. Accordingly, the study defines that relationship logic stems from the dynamics of the action, structural and management dimensions that integrate the buyer and supplier organizations into their mutual relationship. Through a longitudinal empirical study of a relationship between buyer and supplier companies in the food service industry, we show how the relationship has been repositioned from goods-dominant to service-dominant relationship logic. The results reveal elements on the action and structural dimensions, their mutual dynamics and managerial reframing actions that catalyze changes in the relationship logic, i.e., reposit the relationship. The results are organized into a framework that delineates the relationship positioning dimensions, and discusses the implications of such relationship positioning to guide further academic research and managerial practice.     

Integrating Multiple Stakeholder Issues in New Product Development: An Exploration

Addressing the interests of a wide set of stakeholders is important because it may have positive effects on financial performance. At the same time, however, it is also very complex because managers may face conflicting stakeholder issues, much more so than organizations that listen to only one stakeholder. Little is known about how multiple stakeholder issues are dealt with in the context of new product development (NPD). The objective of this study is to delineate the elements of stakeholder integration in the context of NPD. A combination of insights from stakeholder theory and market information processing serves as a theoretical perspective to guide the empirical exploration in this study. The authors take the development of green (ecological) products as an empirical context for their qualitative multiple case study. Specifically, they selected four case studies with different expected levels of stakeholder integration, based on literature about green NPD. Data were collected through in‐depth interviews with key informants, collecting documents, and obtaining artifacts. In total, 28 informants from various domains were interviewed. Transcribed interviews were coded using qualitative analysis software. The results show that a distinction needs to be made between market and nonmarket stakeholders, and that not all organizations are equally capable of identifying issues that are important to both categories of stakeholders. Organizations that identify issues that are relevant to both market stakeholders and nonmarket stakeholders are more likely to face tensions between stakeholder issues in NPD. Organizations manage these tensions using several, sometimes redundant, coordination mechanisms and using multiple prioritization principles in conjunction. Based on the results, the authors conceptualize stakeholder integration capability in an NPD context as the combination of stakeholder issue identification techniques, coordination mechanisms, and prioritization principles. They propose that stakeholder integration capability is the result of a learning process. Moreover, they propose that proactivity of environmental management and environmental impact of the industry help to explain why stakeholder issue identification techniques are developed, and that the identification of more stakeholder issues leads organizations to develop coordination mechanisms and prioritization principles. Finally, the authors propose that stakeholder integration capability leads to competitive advantage through organizational identification by stakeholders. The study implies that integrating multiple stakeholder issues is not just a matter of feeding additional information into NPD processes, but of changing the nature of these NPD processes.     

An exploratory study of Principal Investigator roles in UK university Proof‐of‐Concept processes: an Absorptive Capacity perspective

The increasing emphasis on academic entrepreneurship, technology transfer and research commercialisation within UK universities is predicated on basic research being developed by academics into commercial entities such as university spin‐off companies or licensing arrangements. However, this process is fraught with challenges and risks, given the degree of uncertainty regarding future returns. In an attempt to minimise such risks, the Proof‐of‐Concept (PoC) process has been developed within University Science Park Incubators (USIs) to test the technological, business and market potential of embryonic technology. The key or the pivotal stakeholder within the PoC is the Principal Investigator (PI), who is usually the lead academic responsible for the embryonic technology. Within the current literature, there appears to be a lack of research pertaining to the role of the PI in the PoC process. Moreover, Absorptive Capacity (ACAP) has emerged within the literature as a theoretical framework or lens for exploring the development and application of new knowledge and technology, where the USI is the organisation considered in the current study. Therefore, the aim of this paper is to explore the role and influence of the PI in the PoC process within a USI setting using an ACAP perspective. The research involved a multiple case analysis of PoC applications within a UK university USI. The results demonstrate the role of the PI in developing practices and routines within the PoC process. These practices and processes were initially tacit and informal in nature but became more explicit and formal over time so that knowledge was retained within the USI after the PIs had completed the PoC process.     

Value creation through stakeholder synergy

Our “stakeholder synergy” perspective identifies new value creation opportunities that are especially effective strategically because a single strategic action (1) increases different types of value for two or more essential stakeholder groups simultaneously, and (2) does not reduce the value already received by any other essential stakeholder group. This result is obtainable because multiple potential sources of value creation exist for each essential stakeholder group. Actions that meet these criteria increase the size of the value “pie” available for essential stakeholder groups, and thereby serve to attract exceptional stakeholders and obtain their increasing effort and commitment. The stakeholder synergy perspective extends stakeholder theory further into the strategy realm, and offers insights for realizing broader value creation that is more likely to produce sustainable competitive advantage. Copyright © 2014 John Wiley & Sons, Ltd.     

A literature review and future agenda for B2B branding: Challenges of branding in a B2B context

The existing body of research knowledge on brand management has been predominantly derived from business-to-consumer markets, particularly fast moving consumer goods and has only recently started to expand in other contexts. Branding in business-to-business markets has received comparatively little attention in the academic literature due to a belief that industrial buyers are unaffected by the emotional values corresponding to brands. This paper provides a critical discussion of the fragmented literature on business-to-business branding which is organized in five themes: B2B branding benefits; the role of B2B brands in the decision making process; B2B brand architecture; B2B brands as communication enablers and relationship builders; and industrial brand equity. Drawing on the gaps and contradictions in the literature the paper concludes by proposing an agenda for future research.     

A systematic literature review of sustainable purchasing and supply research: Theoretical perspectives and opportunities for IMP-based research

This paper evaluates and compares the theoretical lenses that underpin sustainable purchasing and supply management research. In particular, our interest is on evaluating the extent to which the IMP Interaction Approach is used to underpin or influence the focus of existing research and exploring the opportunities for further research into sustainable purchasing and supply guided by an IMP perspective. The methodology employed is a systematic literature review (Tranfield et al., 2003). A systematic search process is used to identify 1899 papers that are gradually reduced through a filtering process to 276 papers. The theoretical perspective of each paper is identified and recorded in a database along with methodology, unit of analysis and reported findings. We find that a significant proportion of sustainable purchasing and supply management papers adopt stakeholder theory, institutional theory and resource-based perspectives, however, relatively few papers rely on an IMP Interaction Approach. We evaluate the rationale for the typical theoretical perspectives adopted and discuss the potential for the IMP Interaction Approach to underpin studies of sustainable purchasing and supply management. The paper concludes by outlining future avenues of research that specify how the IMP Interaction Approach can underpin and further advance sustainable purchasing and supply research.     

Encouraging and enabling action research in innovation management

Although action research offers great advantages of connecting academia and practice, it is surprisingly underutilised in innovation management. This paper, therefore, focuses on how innovation management research and researchers can more effectively and efficiently apply action research to their domain. The analysis commences with the rationale for aligning action research and innovation management before assessing the strengths and limitations of existing interdisciplinary action research approaches from an innovation management perspective. Combining and enhancing the strengths of these approaches, a new Action Innovation Management Research (AIM-R) framework is developed to assist in resolving the increasing demand for action-orientation in innovation management. AIM-R offers a structured research process for systematically applying action research as a way of encouraging rigorous research processes, while also importantly stimulating relevant practical outcomes. AIM-R specifically considers different change levels (individual, team, organisational) and objects (e.g. outcome, process, capability) critical for the multi-faceted character of innovation management. A real-world example towards the end of the article illustrates how AIM-R has been applied to a complex problem-solution space. This example adds important insights for readers wanting to apply this more engaged, but currently underutilised, innovation management research technique.     

A multilateral stakeholder salience approach: An extension of the stakeholder identification and salience framework

The stakeholder identification and salience framework of Mitchell, Agle, and Wood (MAW) has become one of the most important models of its type in the management and organizational literature. However, its underlying theory and associated empirical methodology have not incorporated previous research results concerning value creation stakeholder theory, which has gained increasing attention in recent years. In this paper, we introduce a modified multilateral stakeholder salience (MSS) model that extends the original salience framework both conceptually and empirically. We compare the results of the proposed MSS model with the original MAW model using data from European franchise firms. Overall, this study contributes to the ongoing debate about the theoretical foundation of stakeholder involvement in firms and networks.     

解读“企业可持续成长”的内涵、外延与本质特征——一个整合的多维概念框架

目前学术界关于“企业可持续成长”概念在理解上比较混乱,阻碍了企业可持续成长理论的进一步研究。深入探讨“企业可持续成长”概念的内涵、外延与本质特征对于企业可持续成长理论研究和指导企业实践都有重大意义。文章尝试对“企业可持续成长”的概念内涵、外延与本质特征进行详细的阐释,力求从多维的角度对其进行科学明确的定义。