绿色价值:顾客感知价值的新维度

本文探讨顾客对绿色产品的感知价值维度。以绿色化妆品为例，提出顾客感知价值包括功能价值、情感价值、社会价值、绿色价值和感知付出五个维度的假设。通过设计测量绿色产品顾客感知价值的量表．并通过问卷调查的方式收集数据。对数据进行探索性和验证性因子分析．验证了顾客对绿色产品的感知价值因子中存在包括绿色价值维度在内的五个维度的假设；最后．对研究结果的理论和实际意义进行了总结，并指出未来的研究方向。     

基于顾客价值的证券交易渠道选择研究

随着分销渠道的迅速发展和多渠道变得越来越普遍,消费者研究不仅要关注产品选择,还要去理解消费者进行渠道选择的理由。文章以证券交易为例,从顾客的角度来研究个体消费者对渠道的感知。通过间接研究（对学术和实践文献的回顾）和直接的消费者访谈相结合的方法,最终识别出了一系列的感知成本和收益。认为,证券交易中的渠道选择取决于下列因素：服务质量,价格,时间／精力成本,便利性,感知风险,体验价值。     

Taking operations strategy into practice: Developing a process for defining priorities and performance measures

Enterprises’ operations systems and environments, characterized by their complexity and dynamics, are challenging operations strategic management models. The study presented in this paper develops a process to integrate operations strategy content to operations performance measurement system design. Essentially, the developed methodology is based on Process Approach (Cambridge Approach) technique that systematizes procedures for generating a performance measures set coherent to operations strategy objectives and also produces a consistent strategy implementation process. To illustrate the development and the application of the proposed design methodology, findings of two case studies related to telecom engineering services companies are used. Results are discussed focusing on testing the proposed methodology in terms of its feasibility, usability, and utility. A refined process, organized in phases, steps, and procedures, is the final result of the presented study.     

Supplier representative activities and customer perceived value in complex industrial solutions

The study of value delivery through complex industrial solutions involves a service-rich deployment of resources, many of which are human. Despite this realization, few studies consider the activities of specific actors in this service-dominant context. Through an exploratory netnography of ten online community discussion boards, this study investigates the link between the activities of supplier representatives and the effects on customer perceived value in complex industrial solutions. The findings reveal four major categories of activity (communication, planning, risk management and coordination) as important sources of intangible value (conceptualized as emotional, social and functional outcomes). The data shows, however, that activities must be executed in a timely, accurate, appropriate and value-added manner. The study compliments research in complex industrial solutions through explicit consideration of activities and their relationship with perceived value from a supplier perspective.     

顾客资产研究的关系视角

随着顾客导向时代的到来，顾客的生命线作用和顾客作为企业战略资产的价值已日益为人们所认同和重视。然而，10年来，人们对顾客资产价值的认知，主要还停留在顾客资产的货币价值层面上。而实际上．除货币价值外。顾客资产还存在极为重要的、不容忽视的非货币价值。本文结合“顾客角色”定位理论．对顾客资产价值进行了较为全面和深入的剖析．指出顾客资产价值的基石在于顾客关系。文章还对伙伴式顾客关系的本质特征做了分析．并认为企业顾客资产的运营活动应该自始自终紧扣“顾客关系”这根弦。     

Evaluating Product Plans Using Real Options

Product planning helps a company to strategically plan its current and future product platforms and offer product variants in the marketplace. Product platforming is widely touted as a successful strategy for mass customization. However, due diligence should be exercised before implementing any product platform strategy. The product planning exercise should account for future uncertainties. Traditional financial tools such as the net present value (NPV) are static since they do not compensate for any exogenous and endogenous uncertainties during the course of the project. The crux of the problem lies in the evaluation model that is used for evaluating the product planning projects. While many view uncertainties in a product planning project as problematic, it can also be viewed as a source of new opportunities. We argue that uncertainties should be an integral part of the evaluation model. If the future possibilities (or strategic options) are not considered in the evaluation model, a corporation may face a “myopic syndrome”.

In this article, we consider two important product planning decisions—platform decisions and product variant decisions. The platform decision involves strategic selection of a concept product platform from various possible alternative concept product platforms. The product variant decision involves deciding how long a company should continue to offer its current product variant in the marketplace and whether the existing product variant should be discontinued, scaled down, or scaled up with additional product features. To address the two aforementioned decisions, we developed a real options–based methodology that considers technical, project implementation, and market-related uncertainties. The proposed methodology uses a binomial and quadranomial lattice approach to build a decision tree. Product planning decisions at various decision tree nodes are evaluated using a risk-neutral option valuation methodology. We demonstrate the working of the proposed methodology using an illustrative example.     

Will eChannel additions increase the financial performance of the firm?—The evidence from Taiwan

The emergence of the Internet has forced firms to add eChannels to their existing channel system. Nevertheless, empirical studies failed to provide direct evidence on whether eChannel addition could enhance the financial performance of the firm. In this research, an attempt was made to fill in this literature gap from three financial measure perspectives, i.e., Event Study methodology, Economic Value Added (EVA) measure and Market Value Added (MVA) measure. Empirical data were collected from Taiwan's financial service sector. The finding revealed that eChannel addition announcement could increase a firm's accumulative abnormal returns, EVA value and MVA value. We therefore concluded that eChannel addition could help increase the financial performance of the firm.     

Well Known or Well Liked? The Effects of Corporate Reputation on Firm Value at the Onset of a Corporate Crisis

Research summary : We study how two dimensions of reputation (i.e., generalized favorability and being known) and attribution of crisis responsibility affect firm value at the onset of a crisis. Analyzing 126 corporate crises befalling publicly listed firms in China from 2008 to 2014, we find that generalized favorability serves as a buffer, while being known can be a burden, in influencing firm value. We also find that the buffering effect of generalized favorability is stronger when the attribution of crisis responsibility is low (vs. high). In addition, there is a negative interaction effect between the two dimensions of reputation such that the buffering effect of generalized favorability weakens when firms are better known. We discuss our contributions to research on corporate reputation and crisis management. Managerial summary : Corporate reputation is an intangible asset, especially at the onset of a corporate crisis. This research sheds light on the “double‐edged sword” of corporate reputation by examining the effects of two reputation dimensions (i.e., being liked and being known) on firm value. Our results suggest that well‐liked firms can leverage their generalized favorability among stakeholders to assuage firm value loss, whereas well‐known firms may have to better communicate with stakeholders to overcome the burden of stakeholders' attention that escalates firm value loss. To better cope with the onset of a crisis, firms should therefore enhance their generalized favorability and simultaneously avert stakeholders' excessive attention. In addition, well‐liked firms can further buffer against the loss in firm value by reducing the perceived intentionality of a crisis. Copyright © 2017 John Wiley & Sons, Ltd.     

"深度经济"与顾客终身价值管理

在顾客资产日益重要的情况下,顾客终身价值(LTV)概念为企业重新认识与顾客的关系提供了新的视角。实施LTV型经营必须从战略层面考虑问题,不能短期地模仿,要构建防止顾客流失的有效经营体制。顾客终身价值与深度经济正成为企业管理新的思路和模式。     

A demand‐based perspective on sustainable competitive advantage

We develop an approach to analyzing the sustainability of competitive advantage that emphasizes demand‐side factors. We extend the added‐value approach to business strategy by introducing an explicit treatment of how firms create value for consumers. This allows us to characterize how consumer heterogeneity and marginal utility from performance improvements on the demand side interact with resource heterogeneity and improving technologies on the supply side. Using this approach, we address a variety of questions including whether technology substitutions will be permanent or transitory; the sequence in which new technologies attack different market segments; how rents from different types of resources change over time; whether decreasing marginal utility and imitation give rise to similar rent profiles; the extent of synergies within a firm's resource portfolio; the emergence of new generic strategies; and the conditions that support strategic diversity in a market. Our focus on consumer utility and value creation complements the traditional focus in the strategy literature on competition and value capture. Copyright © 2006 John Wiley & Sons, Ltd.     

Value propositions in a digitally transformed world

Business-to-Business and broader marketing are increasingly influenced by the digital transformation of business, leading to the evolution of new central marketing concepts (e.g., value propositions, value co-creation, customer experiences/journeys, customer centricity, etc.). Therefore, it is not surprising that important emerging marketing concepts, such as value propositions remain ill-defined. We argue herein for the evolution/expansion of the theoretical boundaries of value propositions from largely a firm-centric communication marketing tool toward a concept representing a significant step in an actor's judgment & decision-making processes. A framework emphasizing marketing interactions is developed that reconciles much of the emerging evidence related to goal theory, perceived value, resource sharing, value propositions and their communication, marketing ecosystems, and the value co-creation process. In the proposed framework, value propositions are re-conceptualized as a central within-subject belief about resource-sharing vis-à-vis marketing interactions within the larger process of value co-creation over time. The managerial and research implications of the proposed framework are presented and discussed.     

“蓝海战略”的经济学解释

蓝海战略的理论精髓是规则再造与价值创新。本文为蓝海战略提供了一个经济学视角的分析框架,指出价值创新的奥秘在于整合运用边际效用递增与边际成本递减两大经济规律,从而实现高效用与低成本的有效结合;规则再造的关键在于将传统市场逻辑下的“价格—需求—供给—价格”机制,改造成非竞争性市场逻辑下的“效用—需求—供给—成本”机制,重新塑造新的供求法则。这正是蓝海战略取得成功的奥秘所在。     

Network process analysis: An event-based approach to study business network dynamics

To develop business, managers need to understand the dynamic nature of the business networks in which their company operates. Qualitative process research offers a promising methodology to deliver that understanding but does not yet provide elaborate analysis methods applicable to business network research. We therefore introduce an event based analysis strategy developed to study processes in business networks. Employing a longitudinal case on a paper trader's internationalization process in a network context as an experimental arena, we propose three tools for process analysis. First, a research steering wheel that combines both retrospective and real time event analysis; second, an analytical scheme comprising influencing factors, critical events and consequent change; and third, an event trajectory that unfolds process patterns. The proposed strategy offers a viable alternative to social network analysis, network pictures and narrative analysis with which to study network change and dynamics. Elaborating events from a moderate constructivist perspective, it enables the researcher to trace and understand processes beyond mere structural change, and to capture their evolution in a multilayered network context. We evaluate the strengths and weaknesses of the methodology and discuss its relevance for research and practice.     

CEO compensation: A resource advantage and stakeholder‐bargaining perspective

This paper studies how CEO pay and its composition is shaped by strategic factors related to the firm's capacity to generate rents and value, the uncertainty of its resource advantage, and the competitive interaction between firm stakeholders and top management. This is done using an analytical framework in which the CEO and other firm stakeholders interact over the firm's resource surplus as utility‐maximizing claimants based on their relative bargaining power while providing shareholders their market‐based required return. Results from the model yield a number of cogent strategic insights and predictions on the causal interplay between CEO pay, firm growth and risk characteristics, stakeholder management, corporate strategy (e.g., offshoring production), and behavioral biases such as CEO optimism and overconfidence. Copyright © 2012 John Wiley & Sons, Ltd.     

Value creation and destruction in cross‐border acquisitions: an empirical analysis of foreign acquisitions of U.S. firms

We conduct an investigation of the sources of gains and losses in cross‐border acquisitions in light of different motives for undertaking these transactions: synergy‐seeking, managerialism and hubris. We find that the data are consistent with the expectation that multiple sources of value creation exist in synergistic cross‐border acquisitions: asset sharing, reverse internalization of valuable intangible assets, and financial diversification. Gains accrue to bidder firm shareholders only for the least fungible of these sources of gains, i.e., reverse internalization. For value‐destroying acquisitions that are expected to be driven by managerialism, we find that the data are consistent with only one of the sources of value destruction that we examine, i.e., risk reduction. In these acquisitions, the evidence also suggests that the relative size of the target to the bidder mitigates the negative effects of risk reduction. Our results underscore the importance of considering the implications of alternative behavioral assumptions in empirical strategy content research. Copyright © 2002 John Wiley & Sons, Ltd.     

Project selection by scoring for a large R&D organisation in a developing country

A project selection method has been derived for the R&D Division of an electrical equipment manufacturer in a developing country. In the method, a scoring model is used to select and rank projects which have a wide range of objectives and characteristics. The criteria used for selection relate specifically to the organisation's needs and culture, and they are weighted according to their relative importance as perceived by executives. The results of the study indicate the research culture of the R&D Division and reflect its environment. As such the paper illustrates a methodology which can be universally applied to large R&D organisations in developing or developed countries.     

社会网络分析在市场营销学中的应用

作为一种日益成熟的研究范式,社会网络分析已经引起了多个学科的关注和应用,也为市场营销学提供了崭新的思想、方法和借鉴工具。文章首先阐述了社会网络分析的基本思路,在此基础上比较了社会网络分析的两种具体研究方法——自我中心网分析和整体网分析。讨论了社会网络分析在市场营销学的应用,重点指出了社会网络分析在发掘意见领袖和重估顾客价值方面的独特作用。对社会网络分析在市场营销学中的应用进行了简要评述,并指出了其局限性。     

Estimating Value Creation from Revealed Preferences: Application to Value‐based Strategies

Research summary : We develop and apply a new set of empirical tools consistent with the tenets of value‐based business strategies, leveraging the principle that “no good deal comes undone” and the methods of revealed preferences, to empirically estimate drivers of value creation. We demonstrate how to use these tools in an analysis of value creation in buyer–supplier relationships in the UK corporate legal market. We show that our approach can uncover evidence of subtle mechanisms that traditional methods cannot easily distinguish from each other. Furthermore, we show how the estimates can be used as parameters of biform games for out‐of‐sample analyses of strategic decisions. With readily available data on relationships between firms, this approach can be applied to many other contexts of interest to strategy researchers. Managerial summary : Managers need to understand the drivers of value creation for customers in order to make competitive positioning decisions and understand when they can capture value under competition. However, estimates of the relative importance of each driver are typically difficult to obtain. In this article, we help remedy this problem by demonstrating a novel method that obtains estimates of the contribution of various drivers of value creation from commonly available data of buyer–supplier relationships. These estimates can then be used to inform the strategy‐making process. Copyright © 2017 John Wiley & Sons, Ltd.     

顾客价值链探析

顾客不仅仅是“经济人”、“消费人”,更是“生活人”,消费行为是其生活活动中的一个环节。研究顾客需求、顾客价值,制定有效的营销战略应该从顾客生活角度出发。生活价值追求形成顾客生活价值链;往往某一生活活动由若干种消费活动组成,各相关消费形成顾客追求生活价值的一个“组合消费价值链”;而某一消费行为是其中一个基本组成单元,单项消费的各有关环节组成“单项消费价值链”,与其他相关生活、消费行为紧密关联。企业的产品经营可以通过顾客价值链营销,提升顾客有关生活价值体系的整体价值水平,来营造良好的产品生态环境,提高顾客满意度和产品营销水平。     

System supplier's customer strategy

The article addresses the management of dynamic customer relationships in large-scale, complex system business. It combines the existing knowledge on system business, high-tech services and buyer-seller relationships with an international multiple case study. As a result, we produce a framework model, which provides the answers to the following critical questions: What are the key activities through which a system supplier provides value for the customer? What are the system supplier's roles for the customer? How does the customer's strategy and capabilities influence the customer's need for the supplier's activities and its evaluation of potential suppliers? And, how does the stage of the supplier-customer relationship and the system's technology cycle influence the customer's perceived need for the supplier's activities? In sum, the framework model provides a major theoretical contribution to more profoundly understand and manage complex system supplier-customer relationships.