Conceptualization and measurement of relationship quality: Linking relationship quality to actual sales and recommendation intention

Following over a decade of relationship marketing, this paper re-visits the notion of relationship quality to determine relational drivers of account profitability. Customer executives from multiple industries are interviewed to identify critical success factors in buyer-seller relationships. Based on their responses, a “back-to-the-basics,” grass roots approach to the measurement of relationship quality is offered. To further demonstrate its value for marketing practice, this measure of relationship quality is administered to a nationwide sample of key customer decision-makers to determine its link to profitable outcomes. The results support this measure as a driver of actual sales and recommendation intention.     

浅谈渠道测量

根据老灌区节水改造工程渠道放线测量工作的实践经验,论述了渠道测量过程中的难点及对策;阐述了在放线测量过程中的设计人员与测量人员如何配合的问题。     

Case study research with moderate constructionism: Conceptualization and practical illustration

This paper develops a case study approach that builds on the foundations of moderate constructionism and abduction. We discuss the case study method and its role in industrial marketing, especially in business-to-business networks. Moderate constructionism is compared with realist, critical realist, and relativist approaches. We argue that moderate constructionism takes better into account the multiple constructed, community-bounded realities that all case studies inevitably deal with. The power of moderate constructionism to produce valid and generalizable new knowledge is critically assessed. We also address abduction in relation to induction and deduction and its role in the moderate constructionist research approach. Finally, we develop a process model, illustrated by a case study of a specific network in the pharmaceutical industry.     

Cross‐Cultural Creativity: Conceptualization and Propositions for Global New Product Development

In today's global business environment, where multinational companies are pressed to increase revenues in order to survive, creativity may hold the key to ensuring their new product development (NPD) efforts lead to innovations with worldwide appeal, such as Apple's iPad and Gillette's Fusion Razor. To leverage creativity for effective global NPD, businesses want to know how cultures differ in their concepts of creativity and the impact of those differences on approaches to developing new products. Because global new products are increasingly developed in, by, and for multiple cultures, a particular need is for a culturally reflective understanding, or conceptualization, of creativity. While creativity is believed to be culturally tied, the dominant framework of creativity used in business and management assumes that creativity is culturally indifferent or insensitive. This knowledge gap is addressed by studying the role of creativity in NPD practices in a cross‐cultural or global context. The study begins by first developing a culturally anchored conceptualization of creativity. Called cross‐cultural creativity, the concept draws on creativity insights from the field of art and aesthetics. The concept specifies two modes of creativity, neither of which is superior to the other, called the spontaneous or S route and the divergent or D route. The S route emphasizes adaptiveness, processes, intuitiveness, and metamorphism, while the D route focuses on disruptiveness, results, rationality, and literalism. Next, this new concept is applied to NPD by positing how creativity in distinct cultures may shape NPD practices, as illustrated by Japanese and U.S. firms. Research propositions are formulated to capture these patterns, and thereafter, theoretical and practical implications of the framework and propositions are discussed. The implications center on global NPD, which is a complex enterprise involving typically more than one culture to design and develop new products for several geographic markets. The study is of interest to researchers needing a globally situated, culturally attached framework of creativity for international NPD studies, and managers seeking to exploit creativity in multinational and multicultural innovation projects.     

The Augmented Service Offering: A Conceptualization and Study of Its Impact on New Service Success

Unlike companies that produce tangible goods, service firms typically cannot rely on product advantage as a means for ensuring the success of a new service. Developing a competitive response to a tangible product may require significant investments of time and effort. In many cases, however, competitors can easily duplicate the core elements of a firm's new service. This fundamental difference between new products and new services means that managers who hope to find the keys to new-service success must look to factors other than sustainable product advantage. Chris Storey and Christopher Easingwood suggest that managers must understand the totality of the service offering from the customer's perspective. They explain that the purchase of a service is influenced not only by the service itself, but also by such factors as the service firm's reputation and the quality of the customer's interaction with the firm's systems and staff—in other words, by the augmented service offering (ASO). Using the results of a study they conducted in the consumer financial services industry in the U.K., they identify the components of the ASO, and they examine the relative contributions of these components to the success of new services. In their model, the ASO comprises three elements: the service product, service augmentation, and marketing support. The core of the ASO—the service product—includes such dimensions as product quality, product distinctiveness, and perceived risk. The study's results suggest that improvements in the service product open up new opportunities for the firm, but have only modest effects on sales and profitability. Rounding out the ASO model are service augmentation and marketing support. Service augmentation encompasses such dimensions as distribution strength, staff-customer interactions, and reputation. The customer recognizes and responds to these elements of the ASO, but they are not part of the product core. Marketing support involves those marketing and management actions that affect the quality of the product and its augmentation, even though customers typically are not aware of them. These elements include knowledge of the marketplace, training of contact staff, and internal marketing. Enhanced service augmentation has significant effects on profitability and sales for the firms in this study, but it does not offer enhanced opportunities. The marketing support elements contribute significantly to all aspects of performance for the firms in this study.     

Customer‐Perceived Positioning Effectiveness: Conceptualization,Operationalization, and Implications for New Product Managers

An extensive body of literature documents that positioning is a central success factor for the launch and overall performance of new products in the marketplace. Under certain circumstances, however, the measurement of positioning success can be problematic. Specifically, the application of attribute‐based measurement methods, which are frequently used in practice for this purpose, is subject to limitations in certain situations. For example, these methods can be problematic in product categories where products are evaluated as a whole or where they even lack attributes that create valuable differentiation. Their application can also be difficult in product markets in which the importance of product attributes is constantly shifting or in a cross‐national context where the importance of various attributes is likely to differ across countries. This paper introduces a new approach for measuring positioning effectiveness that helps overcome some key limitations of extant approaches and serves as a support tool for positioning‐related decisions. Positioning effectiveness is modeled as a customer‐based multidimensional construct capturing conceptually relevant dimensions of positioning success (namely dissimilarity, uniqueness, favorability, and credibility) at the holistic product level rather than the individual attribute level. Altogether seven studies show that the proposed positioning effectiveness measure is reliable, valid, and viable to be used across various types of branded products and distinct product categories. The results of the studies indicate the measure's ability to successfully predict important consumer behavior variables such as overall superiority or purchase intentions and demonstrate superior predictive performance compared with common attribute‐based approaches. The recognition of the relevance of different dimensions of positioning effectiveness should also enable new product managers to detect strengths and weaknesses of a product's current positioning, and thus serve as a tool to develop more effective product strategies. The general nature of the measurement instrument makes it particularly suitable for application in (1) longitudinal product‐tracking studies; (2) cross‐national studies involving comparisons of positioning effectiveness between products in different countries; (3) product categories characterized by technological turbulence (and hence attribute instability); and (4) studies aimed at comparing the positioning effectiveness of different products in a portfolio. Boundary conditions for the application of the measure and potential areas for further study are finally considered.     

Just-in-time selling construct: Definition and measurement

Contemporary JIT literature provides evidence that the JIT philosophy has been extended to the selling function. The literature, however, lacks a concise definition of JIT-selling and reliable, valid scales for measuring the construct. A formal definition is proposed and JIT-selling scales are scientifically developed using survey data from manufacturers.     

Sources and assessment of complexity in NPD projects

When examining the reasons why NPD projects are late, over budget, or why they suffer from performance problems, complexity is often directly linked to the results achieved. While some research has been done in the complexity area, more research is needed to assess the role that complexity plays in the successful development of new products. In this paper complexity is defined and several reasons are examined why this factor can be a significant issue in successfully managing NPD efforts. Several sources of complexity are also examined including technological; market; development; marketing; organizational; and intraorganizational complexity, i.e., one company partnering with another to develop a new product or technology. A template is then constructed to help product developers evaluate complexity in their development projects. Finally, the paper concludes with suggestions of how the complexity template can be applied by development managers and their teams.     

The growing complexity of content delivery networks: Challenges and implications for the Internet ecosystem

Since the commercialization of the Internet, content and related applications, including video streaming, news, advertisements, and social interaction have moved online. It is broadly recognized that the rise of all of these different types of content (static and dynamic, and increasingly multimedia) has been one of the main forces behind the phenomenal growth of the Internet, and its emergence as essential infrastructure for how individuals across the globe gain access to the content sources they want. To accelerate the delivery of diverse content in the Internet and to provide commercial-grade performance for video delivery and the Web, Content Delivery Networks (CDNs) were introduced. This paper describes the current CDN ecosystem and the forces that have driven its evolution. We outline the different CDN architectures and consider their relative strengths and weaknesses. Our analysis highlights the role of location, the growing complexity of the CDN ecosystem, and their relationship to and implications for interconnection markets.     

Firm-like behavior in markets: The administered channel

Partially cooperative behavior of member firms of the same channel of distribution, normally under the leadership of a dominant firm, is often very firm-like, giving rise to the concept of the administered channel. Analysis suggests that it is information creation and control, and their associated costs, rather than the contract which determines the extent of firm-like behavior. Administered channels are frequent alternatives to vertical integration or entirely market directed allocation, but do not emerge unless the benefits from cooperation exceed the costs of maintaining that cooperation and also can be appropriated by those firms bearing the costs.     

Tracking,tracing, and business process interests in food commodities: A multi-level decision complexity

The ability for tracking and tracing activities has become a common feature in supply chains not the least because of quality assurance and product liability considerations. Furthermore, food safety concerns have put tracking and tracing at the centre point of discussions on the development of a competitive and sustainable food production. However, in commodities and especially in food commodities, the establishment of tracking and tracing capabilities meets many barriers that have prevented their broad based use beyond what is legally required. Characteristics in the food sector as well as the nature of food commodity products may result in unfavourable cost–benefit considerations at enterprise levels. The view is different at sector and policy levels which creates a complex decision situation. The paper develops a suitable tracking and tracing process and decision model which also supports the understanding of the deadlock the sector is in. The decision situation for enterprises and the sector is summarized in a cost–benefit decision table that provides a framework for future developments.     

Reviewing and improving performance measurement systems: An action research

Reviewing and updating performance measurement systems (PMS) based on internal and external environmental changes are as important as developing and implementing them. The results of an action research study carried out to improve the PMS of an energy company's maritime transportation area are presented. The findings of this longitudinal study illustrate the difficulty and complexity of reviewing and updating an energy company's PMS for its maritime transportation area. This difficulty is due to the involvement of PMS users, the assessment of performance measures, the establishment of targets, and data availability. The complexity is related to the changes in information technology when implementing changes in procedures for computing performance measures. This article contributes to a better understanding of the process of reviewing and updating a company's existing PMS.     

Multiple versions of markets: Multiplicity and performativity in market practice

Recent research efforts in economic sociology have attended to the performativity of economic sciences, that is, to the import of various economic theories on economic reality. Hitherto, these efforts have been limited to idiosyncratic market situations such as financial and auction markets. Moreover, the efforts have largely focused on the performativity of economics and financial economics (narrowly defined). This paper argues for the need to broaden the discussion on performativity to take into account multiple theoretical influences and for the importance of studying performativity in more mundane markets. The paper contributes to this endeavor by developing a practice-based framework that deals with the multiple theoretical influences that can be expected to take part in the shaping of markets.     

Contingency Organizations and Shared Values: Multiple Logics in Managing Diversification

Two logics of managing diversification have been suggested in the strategic management literature. The first is a very economic and structural approach that emphasizes the contingency fit between strategy and structural arrangements to maximize organizational effectiveness, while the second is a cultural approach that focuses on the use of strong shared values to minimize opportunistic behaviors of members. This paper empirically examines and compares the efficacy of two approaches to managing diversification, by using Taiwanese business groups as the sample. It is found that both approaches can lead to satisfied economic performance and they are supplementary. Diversified firms employing simultaneously two management logics will outperform firms with only one logic.     

Making channel incentives work: A discriminating match framework

Suppliers using independent resellers are vulnerable to low compliance and frequent opportunistic behaviors. We expand predominant attention to monetary incentives to motivate independent resellers in two ways. First, we propose that a supplier needs to achieve alignment on two issues: Aligning reseller actions with its actions through coordination mechanisms and aligning reseller interests with its interests through monetary incentives. Second, we propose and test the logic of a discriminating match between the two facets of monetary incentives (magnitude and immediacy) and two coordination mechanisms (monitoring and improvisation). We propose that it is a discriminating match between an incentive facet and a coordination mechanism that enhances compliance and suppresses opportunistic behavior. Conversely, a mismatch between the two negatively affects reseller outcomes. Analysis results of data from 198 mobile phone resellers in South Korea support our predictions.     

我国生物制药企业技术创新的融资新途径:私募股权投资

随着生物技术的发展,生物制药产业突飞猛进,技术创新正在成为生物制药企业未来增长的主要源泉,而生物制药企业的技术创新有赖于巨大的资金投入,传统的银行贷款已经难以满足生物制药企业的资金需求,私募股权投资作为国际上比较成熟的投资方式,可以较好的解决我国生物制药企业技术创新的融资问题.     

An evolutionary framework for service innovation: Insights of complexity theory for service science

There is an increasing need for a theory-based and industry-oriented framework for service innovation in both research and practice. However the study of service innovation has been somewhat limited. This paper applies two models of complexity theory (Kauffman's NK model in biology and organizational ambidexterity in organization science) for service innovation and proposes a novel perspective on service innovation as an evolutionary process, which is interactive, local, unpredictable, and emergent. The paper also proposes a typology of service innovation that includes eight different strategic orientations of service innovation; also included are illustrations from a knowledge-intensive service industry, particularly the IT-based consulting and service industry sector. Drawing from this complexity theory perspective, the paper discusses numerous implications for future conceptualization of service, multidimensionality of service innovation, and service innovation strategies.     

A CRM performance measurement framework: Its development process and application

We suggest a performance measurement framework called a customer relationship management (CRM) scorecard to diagnose and assess a firm's CRM practice. The CRM scorecard was developed through a rigorous and stepwise development process collaborated with a number of firms in a variety of industries. During the development process, we conducted an extensive literature review to build a theoretical causal map, in-depth interviews with practitioners to extract a hierarchical map from industrial perspectives, feasibility tests to check whether or not Key Performance Indicators (KPI) could be measured, and Analytic Hierarchy Process (AHP) analysis to prioritize the evaluation factors on the CRM scorecard. The CRM scorecard contains antecedent/subsequent and objective/perceptual evaluation factors in four different perspectives to comprehensively measure corporate CRM capability and readiness. To illustrate the applicability of the proposed CRM scorecard, we apply the framework to a retail bank in Korea well-known for its exemplary CRM strategy.