Beyond high tech: early adopters of open innovation in other industries

Companies have historically invested in large research and development departments to drive innovation and provide sustainable growth. This model, however, is eroding due to a number of factors. What is emerging is a more open model, where companies recognize that not all good ideas will come from inside the organization and not all good ideas created within the organization can be successfully marketed internally. To date, Open Innovation concepts have been regarded as relevant primarily to 'high-technology' industries, with examples that include Lucent, 3Com, IBM, Intel and Millenium Pharmaceuticals. In this article, we identify organizations in industries outside 'high technology' that are early adopters of the concept. Our findings demonstrate that many Open Innovation concepts are already in use in a wide range of industries. We document practices that appear to assist organizations adopting these concepts, and discover that Open Innovation is not ipso facto a recipe for outsourcing R&D. We conclude that Open Innovation has utility as a paradigm for industrial innovation beyond high tech to more traditional and mature industries.     

Better use of the industrial marketing concept

Customer orientation is vital in order for industrial marketers to enjoy greater profitability in the industrial marketplace, which is at present characterized by rapidly changing environmental factors. These shifts include increased computerization of the purchasing departments, greater social and legal challenges to various buying organizations, deteriorating economic conditions and the changing role of the industrial purchasing manager. This paper suggests a way by which industrial marketers may adopt the marketing concept. The first part of the paper presents evidence of industrial marketers' failure to adopt the marketing concept and highlights the consequences of this practice. In addition, emphasis is given to the manner in which industrial marketers may adapt to the changing conditions—while capitalizing upon new opportunities that become available—by adoption of the marketing concept. The second part explores the use of market segmentation as a means for adopting the marketing concept. After reviewing the approaches that are now being utilized to segment industrial markets, a more pragmatic approach is presented.     

橇装式加油站——成品油营销管理方式创新与实践

橇装式加油站的推广应用是近年来中国石油探索的一种全新的成品油零售网络开发经营管理方式。中国石油早期推广应用橇装式加油站技术是从北京中油公交橇装式加油站项目开始的,项目实施后的经济社会效益十分显著。橇装式加油站具有投资成本低、建设周期短、运行成本省、投资收益高等特点,广泛受到成品油销售企业的推崇。在目前国内成品油销售网络开发难度不断加大,成品油市场竞争十分激烈的状况下,橇装式加油站既可以作为一种零售网络开发方式,也可以作为一种成品油营销方式。推广应用橇装式加油站,企业集团客户是首要选择目标,重点要做好前期开发公关工作;定点客户是重要补充,适当的价格优惠是激发用户合作欲望的关键;也可以利用这种方式对现有低效加油站进行改造,以及对部分固定站设立加油网点扩大经营规模。此外,还必须选好合作经营管理模式,协调当地政府关系,加强运营管理,规避政策法律风险。     

Firm survival through a crisis: The influence of market orientation,marketing innovation and business strategy

As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of operating under the current economic conditions. A conceptual model linking market orientation, marketing innovation, competitive advantage and firm survival is tested using structural equation modelling. Three key findings are derived. First, the examined Chinese manufacturing SMEs had a greater perceived likelihood of survival had they developed and sustained a competitive advantage. Second, marketing innovation assisted in developing and sustaining competitive advantages based on differentiation and cost leadership strategies. Third, marketing innovation capabilities improved when the examined manufacturing SMEs were competitor oriented and had good inter-functional capabilities.     

The field of radical innovation: Making sense of organizational cultures and radical innovation

Organic organizational structures and cultures facilitate innovation because they allow organizations to shift their understanding of what a product, service or technology means. Yet, organic organizations may have to instill mechanistic structures and bureaucratic processes if they produce successful radical innovations. Thus, the basis of innovation can be undermined by its consequences. To explore this issue, this paper analyzes data from an ongoing longitudinal case study of a SME digital-design agency that developed a radical innovation for the market research industry. The paper observes that founders of the organization shifted their position to become managers as a result of their radical innovation and that other members of the organization have, consequently, re-evaluated their attitude toward the organization. To conceptualize our findings we turn to the work of Pierre Bourdieu. His notion of fields—which structure experiences and are, themselves, structured by experiences—offers a framework to understand the dynamics within an organization that occur as a result of a successful radical innovation. The contribution of our paper is: theoretically, we relate the discussion of innovation to wider social theories of practice and, thus, introduce temporal and cultural dynamics into the account of radical innovation; methodologically, we provide an example of a longitudinal study; and, in managerial terms, we indicate where divisions occur within an organization concerning the construction of meaning between managers and employees after a radical innovation.     

Information styles of marketing and R&D personnel during technological product innovation projects

Abstract The research question in the present article can be phrased in the following way: what are the elements which influence the perception of the utility of information received from another function? A field study research has been conducted in 40 Belgian companies. In each company, we have studied two on-going innovation projects (one planning project, one development project). Crossfunctional communication behaviours at the R&D/marketing interface have been measured by means of mailed structured questionnaires. Three-hundred and eighty-six questionnaires have been returned. The data analyses show that there are four underlying information dimensions, i.e. the perceived relevance, the perceived comprehensibility, the perceived novelty and the perceived credibility of information. We also discuss some contingency variables (function of the message receiver, stage in the innovation process) that might moderate the impact of these dimensions. It will be shown that the interaction between source and receiver has a significant impact on the perceived credibility, the perceived comprehensibility and the perceived novelty of the received information.     

五虎山井田小型地质构造特征及其赋存规律

本文介绍五虎山矿从1970年正式投产至今遇到的一定数量的小型地质构造.并对其形态特征和分布规律,阐述了作者的认识.     

Intuitive managerial thinking; the use of mental simulations in the industrial marketing context

In this paper, we introduce empirical evidence showing how mental simulation was used as a heuristic strategy in an industrial network context. The mental network simulations observed are consistent with the Recognition-Primed Decision (RPD) model, according to which intuitive thinking allows managerial experience to be translated into focal network action, without resorting to a “rational” or comparative decision strategy. We identify the main business significance of mental network simulations in terms of their utility to clarify ambiguous or only partially known focal network situations, to develop coherent focal net plans and tactics, and to mentally preview how specific focal net tactics/strategies are likely to play out in reality. In short, mental network simulations were observed as being useful in generating focal net action through cognitively meeting the complex environmental challenges in dynamic focal net interaction between companies.     

Understanding modelling in technology and science: the potential of stories from the field

This paper tells the story of how two biotechnologists used models, one working as a technologist and the other as a scientist. These stories were collected during the development of the key ideas about the nature of technology and technological knowledge during the latest curriculum development in New Zealand. Their stories of how and why they used models provided insight into the different role of modelling in technology and science. This difference can be linked to the fundamental difference between technology as a discipline that attempts to intervene in the world and create something other, and science as a discipline that attempts to explain the world. The stories illustrate the differences in the purpose, outcome and the underpinning reasoning across technology and science. We suggest that using such stories supports learning about the nature of technology and the nature of science and provides an opportunity to add a critical dimension to the development of technological literacy and scientific literacy.     

Green marketing and its impact on supply chain management in industrial markets

Green marketing and green supply chain have been drawing the attention of both academics and practitioners in the recent decade. However, no holistic framework has been developed on how to build green industrial brands and industrial corporate brands. Whether or not sustainable/green supply chains can be integrated with green industrial marketing in building greener organizations and industrial brands is still unclear. In addition, little is known on the factors on green new industrial product development or how green new industrial products are adopted by organizations. Furthermore, we know little of whether and how green supply chain enables green new industrial product development. This special issue aims at reflecting the most recent advances on green industrial marketing, green/sustainable supply chains and their interplay in green industrial branding, and to explore future research directions. The guest editors hope that the solicited papers can provide insights on the impacts of sustainable or green supply chains on marketing theory in industrial and business-to-business markets.     

Increasing the role of direct mail marketing in industrial marketing strategy

Direct marketing has long been a dominant factor in the distribution strategy of industrial goods and services. Yet frameworks for strategy formulation in this area are nearly nonexistent in the literature. Much that has been written focuses on successful techniques, such as how to use a specific type of sales letter to improve results. This article outlines a set of key perspectives that industrial marketers may use to evaluate the potential effectiveness of direct marketing strategies.     

Sources, characteristics and effects of emerging technologies: Research opportunities in innovation

Diverse technological developments across information technology, biotechnology, nanotechnology, and satellite communications technology are dramatically altering industry landscapes, with important economic and policy implications. Not surprisingly, therefore, managers are challenged to develop strategies to cope with the threats posed by emerging technologies and leverage the opportunities posed by them. Indeed, there is growing anecdotal evidence that firms' inabilities to cope with emerging technologies have produced high product and firm failure rates.From an academic perspective, I argue that emerging technologies have important distinctive features that have not been examined in current theory in marketing, and specifically, in organizational innovation. In this article, I identify several research questions that emerge from the sources, characteristics and effects of emergent technologies in the area of organizational innovation. Insights generated from such a line of inquiry have the potential to broaden the canvas of innovation theory and provide valuable insights to managers who confront these onerous challenges on a daily basis.     

Introduction to the IMM special issue on ‘Project marketing and the marketing of solutions’ A comprehensive approach to project marketing and the marketing of solutions

This introduction to the special issue on ‘Project Marketing and the Marketing of Solutions’ starts by highlighting the major contributions made in the field of project marketing during the last decade. Then it points out the emergence of integrated solutions and details the major challenges facing the marketing of solutions. It concludes on the possible synergies between the marketing of solutions and project marketing.     

理直才能气壮--论中国天然气发展的七大关系

增加天然气这一优质、高效、洁净能源在我国能源消费中的比例．是实现国家总体能源战略的重要举措要实现2010年天然气在中国一次能源供应中占8％的目标．必须“理直”天然气发展中的七大关系,所谓“理直”才能“气壮”。一是“理直”天然气与其他能源,特别是与煤炭之间的关系;二是“理直”天然气行业上中下游之间的发展关系;三是“理直”天然气发展与电力发展之间的关系：四是“理直”短期利益与长期发展,燃气行业与相关市政产业之间的关系;五是“理直”天然气成本、定价和税收之间的关系：六是“理直”竞争与保护,政府监管与企业作用之间的关系：七是“理直”天然气行业内与行业外之间的关系。只有在整体的能源政策下“理直”了这七大关东,天然气的终端用户市场才能得到快速发展,天然气供应各环节的商业可行性才能得到保障,国内外市场参与者的积极性才能得到发挥,中国的天然气行业才能茁壮成长。     

Business group characteristics and affiliated firm innovation: The case of Taiwan

This paper investigates the relationship between business group factors and affiliated firm innovation in terms of patents granted. We examine the following factors for business groups: group affiliation, group diversification, inside ownership, and family ties. In emerging markets, business groups act not only as an internal capital market, but also as a platform for resource sharing among affiliates. We use Taiwan's business groups as a research sample to investigate how these group factors affect affiliated firms' innovation. The findings indicate that firms that are affiliated with business groups innovate better than their unaffiliated counterparts. Group diversification and family ties have positive effects on firm innovation, while inside ownership has no significant positive effect. Our study contributes to the innovation literature by shedding light on business group factors and firm innovation.     

健全市场营销管理体系 加强企业营销队伍建设

市场营销管理，是企业为了实现组织目标，对旨在创造、建立和保持与目标顾客之间有益的交换关系的方案进行分析、计划、实施和控制的过程。现代市场营销的特点，要求企业以顾客为导向，按顾客要求提供产品和服务，在顾客满意的基础上获得利润。搞好市场营销，对于增进企业效益，推动企业改革和快速发展具有特别重要的意义。传统营销的渠道大致有：（１）生产者→顾客；（２）生产者→零售商→顾客；（３）生产者→批发商→零售商→顾客；（４）生产者→代理商→零售商→顾客；（５）生产者→代理商→批发商→零售商→顾客。其主要特点是：中…     

Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness

It seems logical that performance is maximized when a business produces a creative marketing strategy and achieves marketing strategy implementation effectiveness. However, cultural tensions and resource competition may make it difficult, or impossible, to achieve both. Contingency theory suggests that market and/or firm level influences may exist that make one or the other more important. Thus, it is important for researchers to investigate those conditions so that we can provide managers with guidance regarding where to allocate their resources. The study reported in this article assesses the impact that environmental conditions and business unit strategy have on the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. We discuss implications for managers and scholars.     

旅游营销探析

随着我国经济的持续高速增长,旅游观念已深入人心。旅游业内部的无序竞争空前高涨,旅游营销可加强对旅游业的科学管理,本文就旅游营销的相关知识进行探讨,以期能使我国旅游业得到长足的发展。     

An interdisciplinary approach to assessing the characteristics and sales potential of modern salespeople

Technology is becoming increasingly pervasive in industrial markets. So too are the necessary attributes of salespeople in this context changing, to require not only the typical selling skills of persuasion and tact, and the interpersonal skills usually considered relevant in consumer markets, but also the technical skills associated with technology transfer. The research reported here investigates these three aspects, and measures their influence on actual sales performance in a business-to-business context.     

Misused and missed use — Grounded Theory and Objective Hermeneutics as methods for research in industrial marketing

Since qualitative research methods have always found strong representation within sociology it is warranted to look at the sociological discussion in order to challenge and enrich qualitative research in industrial marketing. With this mission in mind, we discuss two sociological concepts that constitute influential schools within the German-speaking sociology of language community: Grounded Theory and Objective Hermeneutics. The analysis of their suitability for research in industrial marketing along several dimensions shows that while both methods target the reconstruction of meaning, they pursue different paths. Grounded Theory strives to discover higher-ranked social patterns, while Objective Hermeneutics is concerned with universal motives underlying a specific interaction.