共查询到20条相似文献，搜索用时 15 毫秒
1.
Purpose: In business markets, working with customers and users has become increasingly important to get knowledge about customer needs and to develop new products. The purpose of this article is twofold: (1) to develop a framework for analyzing customer involvement in product development in a business market context, and (2) to apply this framework to a particular company to describe and analyze how it practices customer involvement. Methodology/approach: The article takes its main theoretical starting point in the industrial network approach, but also uses other literature from the innovation and product development field. The empirical study applies a qualitative case study approach and focuses on one company in the truck business. Findings: The suggested framework deals with four key aspects of customer involvement: Why, when, how, and who. The observed pattern of the truck manufacturer shows how dealers, hauliers, and truck drivers are all part of the overall understanding of the customer. These actors are involved for different, typically very clear, purposes at different points in time through surveys, product clinics, and field testing. The pattern, referred to as mixed facilitative, is not one of close collaboration with individual customers, but one of broad involvement of several customers through business intelligence and direct involvement. Research implications: First, the article provides researchers with a framework and method for studying customer involvement in product development. Second, the case study provides an illustrative example of the customer involvement pattern pursued by a leading company in a major industry. This enhances the understanding of the focal phenomenon, leads to managerial implications, and gives ideas for future research. Practical implications: There are several managerial implications related to the why, when, how, and who questions. For example, it is pointed out that managers should consider involving customers more extensively than what seems to be common today—for example, by using customers as codevelopers, working with them throughout the entire development process (i.e., not only early and late), and including different types of users (with different requirements and wishes). Originality/value/contribution of the article: The contribution lies in the development of a framework centered on the four key questions of customer involvement inproduct development and using this framework for observing a pattern, and finding explanations and relating this pattern to how other firms are doing. 相似文献
2.
The commonly accepted assumption of a need for a market orientation for companies to be profitable led many authors to suggest an increase marketing power in strategic decision making. To achieve an enhanced marketing power, they encourage a growing power of Chief Marketing Officers (CMOs). In reality, while companies are becoming more and more market oriented, CMOs seem not to be increasing their power. This apparently controversial situation has generated a vivid debate in the marketing community aimed at understanding the phenomenon. We try to contribute to the debate by arguing that the correlation between marketing power and CMO power may be problematic in a market-oriented strategic paradigm. To do that we show the evidence of a longitudinal case study in a company shifting from product centricity to market orientation, observing that it has experienced a noticeable increase of marketing power without a significant increase of CMO power. The case suggested implications for practitioners and academicians alike. 相似文献
3.
ABSTRACT We argue that the model of relationships and networks proposed by the IMP group in terms of actors, activities and resources (AAR), which forms the basis of much IMP research, needs to be extended to incorporate a fourth dimension of relations and networks, namely that of ideas or schemas. These schemas are the way managers make sense of their world and the interactions taking place with other organizations and represent a different kind of dynamical force shaping relationship and network development. We use an extended longitudinal case study to illustrate the role of firms' schemas in shaping the evolution of a business network and consider the research and management implications arising from this additional network dimension. 相似文献
4.
This paper considers the shift towards relationship marketing principles and the implementation of CRM in the retail financial services sector. Many players offering personal banking and related products have now ‘bought in’ to the concepts behind relationship marketing, and are investing heavily (particularly in new information technology) to enhance customer relationships and improve retention rates. This trend is considered from the perspective of an organisation that is one of those leading the change. An in‐depth case study reveals the progress made in recent years towards the company's goals, focusing especially on the introduction of new systems and moves to enhance customer data. However, the analysis also suggests that major challenges remain if the benefits of CRM are to be fully realised. Issues involving the structure of the organisation and its approach to a range of staff issues such as recruitment and training are of particular concerns for the implementation of CRM principles. 相似文献
5.
Purpose: Company outsourcing of customer relationship management (CRM) functions is increasing (Kalaignanam and Varadarajan 2012). Although outsourcing CRM may provide financial benefits, the tasks of developing and utilizing the complex, cross-functional processes needed to gain enhanced customer knowledge from CRM may be more difficult when some or all CRM activities are outsourced. Trust in the information provided by the outsourced CRM supplier is vital. In this study, the authors examine the influence of buyer trust in its outsourced CRM supplier on cross-functional learning processes and firm performance within the buyer firm. Methodology: Data were collected from a survey of marketing managers in 221 firms. LISREL 9.2 was used to assess convergent, discriminant, and nomologic validity using the two-step approach (Anderson and Gerbing 1988). Convergent and discriminant validity were evaluated in the measurement model phase, whereas the structural model provided an appraisal of nomologic validity. Findings: The results provide evidence of buyer firm trust in the outsourced CRM supplier playing a critical role in the buyer firm’s success with information sharing, and both trust and information sharing strongly influencing information interpretation and information access in the buyer firm. All three organizational learning processes positively influence buyer firm customer satisfaction/retention and market performance. Research implications: An important area for future research is the possibility of varying levels of trust needed for success with outsourced CRM depending on the buyer firm’s goals for its CRM system. It is possible that the simpler CRM functions could be outsourced effectively through efficiency strategies that do not require significant levels of trust, whereas the more complex CRM activities that affect organizational learning require more stringent coordination and inter-organizational development. Varadarajan’s (2009) cost versus quality classifications of outsourcing could be a useful starting point for this type of analysis. Considering the finding in this study that information sharing is critical for information interpretation and information access in the buyer firm, another area for future research is possible differences in the extent of information sharing required by firms that are outsourcing CRM versus those that conduct the CRM function in-house. One starting point could be possible differences in relevance among Maltz and Kohli’s (1996) factors affecting information dissemination. Practical implications: For effective use of CRM data, it is important for buyer firms to develop trust in their outsourced CRM supplier. Managers can assist in this by communicating qualifications of the outsourced CRM supplier, such as any trade-specific certifications, awards, information about the supplier’s number of years in business, and examples of other companies the supplier has assisted. Managers can also help employees develop confidence in the supplier’s integrity by sharing the supplier’s code of ethics and serving as a champion for the supplier. In addition, firms engaged in outsourced CRM are encouraged to develop reward systems that motivate employees to build relationships with their counterparts in the supplier firm, and it would be useful for the buyer firm to help its employees understand the importance of the CRM outsourcing relationship to the buyer firm’s success. Finally, it is important for management to provide opportunities for interaction between the outsourcing partner and key buyer firm employees who will use the CRM data, to encourage effective processes in information sharing, information interpretation, and information access. Contribution of the article: This article addresses the significance of outsourcing the CRM function and provides evidence that buyer trust in its CRM supplier is a critical factor in its utilization of CRM data for organizational learning and firm performance. It also demonstrates that effective sharing of information, cross-functional integration of customer data, and CRM information accessibility are critical for firm success. 相似文献
6.
Commercial organisations are increasingly asked to perform tasks traditionally associated with governmental bodies, such as law enforcement. The rationale for these public–private partnerships is that there are synergies between traditional business skills and those required to achieve certain societal goals. However, there is a lack of research into whether this is, indeed, the case. This paper addresses this gap by investigating one particular type of public–private partnership: anti-money laundering (AML). The study explores the potential synergies between customer relationship management (CRM) and those required for AML. A quantitative survey-based approach is used to identify the overlaps and connections between these two areas of competence. The findings reveal tensions between financial institutions’ dual roles as both commercial organisations and players in the battle against money laundering. The consequences for these firms are explored, and the wider implications for other organisations supplying non-commercial services to government are considered. 相似文献
7.
The Contemporary Marketing Practice (CMP) research tradition has formulated and investigated a set of different marketing practices or archetypes ranging from transactional to relationship and network approaches. We identify gaps in previous research, and report on a case study in the house-building industry, which begins to fill these gaps. Specifically, we propose some amendments to the definition and detail of the marketing practices, arguing for example that e-marketing does not exist as a separate practice but rather that marketing practices are independent of the specific media and technology used at the customer interface. We also explore drivers and enabling factors of transitions between practices. Further case study research is called for in this domain. 相似文献
8.
More and more companies have customer databases that enable them to analyze customer profitability over time. These companies often seek to determine the most important customers as indicated by their current or historical profitability and focus attention on them. Focusing on profitable customers can result in more efficient use of marketing resources, but this approach neglects the fact that customers can evolve over time. Some customers begin as low-profit customers but eventually develop into high-profit customers. Others may start out as high-profit customers but become unprofitable over time. Previous efforts to predict future profitability have been relatively unsuccessful, with relatively simple, naïve models often performing just as well as or better than more sophisticated ones. Our paper presents a new approach to predicting customer profitability in future periods that performs significantly better than naïve models. We estimate the models on data from a high-tech company in a business-to-business context and validate the models' predictive ability on a holdout sample.We show that a model based on simulation of customer futures provides large improvements over naïve extrapolation of average profits. By using the simulation model to select customers, ROI from marketing efforts is projected to increase by 58%. 相似文献
9.
The purpose of this paper is to propose a model which presents an expanded view of the beneficial impact of internal marketing (IM) in organizations. The model innovatively proposes links between the development of internal market orientation, internal marketing programs and external market orientation and external marketing programs. As a significant novel contribution to knowledge, this model advocates a continual process of improvement as marketing knowledge develops. Such an approach to the development of the marketing programs within an organization potentially increases business success and competitive advantage. The model has implications for organizational management, where internal marketing programs are desirous. Future research opportunities are suggested, including assessment of the model. 相似文献
10.
Purpose: The primary goal of this article was to conceptualize a systematic marketing intelligence process for industrial manufacturers because, up until now, such concepts have only been focused on consumer goods settings. Hence, this article investigates how marketing intelligence activities are developed and managed effectively in industrial markets. Methodology/approach: The authors conducted a case study of Maschinenfabrik Reinhausen, a German based manufacturer of regulation technology for power transformers. Findings: We found that a systematic marketing intelligence process should be based on the resource- and market-based view of strategy as well as on the market orientation construct. When implementing marketing intelligence, the integration of the sales force within the whole process is the crucial lever for an industrial company. The formalization of the process is necessary to ensure its continuity and acceptance; however, the varying intensity allows the necessary flexibility of the process. Research implications: The constraints of the decisive process steps of marketing intelligence have to be further enhanced for industrial markets. It is important to find out how the integration of the sales force can best be designed to incorporate reward systems and motivation structures, and how to establish a corporate marketing-minded culture throughout the organization. Practical implications: The important steps for a well implemented marketing intelligence process are a preparation phase, followed by the gathering, analysis, and dissemination of information. This article highlights the success factors for each process step. Above all, managerial and organizational commitment is necessary for the implementation of the whole process. Originality/value/contribution: By focusing on the industrial manufacturing business, this study provides deep insights into a neglected area of research. Light needs to be shed on marketing intelligence in industrial markets, where the lack of traditional market research has to be compensated. 相似文献
11.
Purpose: The authors argue that (1) marketing strategy should focus more on where to compete (rather than on how to compete); (2) making subjective market definitions or market innovations may be the key to growth; and (3) a starting point for business marketers wishing to outgrow their competitors is to increase the granularity of market definition to identify competitive arenas that are growing. The authors illustrate the use of morphological analysis for competitive arena mapping in a market definition and innovation context. Methodology: Using action research, involving a group of twleve firms of various sizes from different industries over a period of three-and-a-half years, we applied morphological analysis in a competitive arena mapping procedure, which enables firms to systematically plot possible competitive arenas and use managerial judgment to select those which are growing and for which the firm has exploitation capabilities. Findings: Competitive arena mapping allows firms to identify and investigate a large set of possible competitive arena configurations. The developed mapping method has certain characteristics: (1) it specifically focuses on the market boundaries and adjacencies, (2) it incorporates both exchange value and use value, and (3) it acts as a learning process that accelerates the practical application of the arenas in business strategy and practice. Contribution: The article builds a bridge between the market definition literature in strategic management and the industrial market segmentation literature, by introducing a novel method for increasing the granularity of market definition, using morphological analysis. Furthermore, the paper responds to the lack of research addressing strategic segmentation processes by developing a six-step market definition process. 相似文献
12.
Purpose: Companies engage in business relationships for a variety of reasons, including specialization, product development, and building competitive networks. Research has demonstrated that mergers and acquisitions (M&As) may challenge ongoing business relationships. The purpose of this article is to investigate whether and how competition authorities consider business relationships when evaluating M&As. Methodology: The article uses the documentation from 450 M&As reported to the Swedish competition authority to capture the way in which an authority evaluates M&As. The Swedish competition authority evaluation corresponds to other national and international evaluation procedures. Findings: The findings indicate that the competition authorities neglect an important aspect of business life, namely companies forming business relationships. The competition authorities evaluate M&As on the basis of risk for price increases, and consequently disregard such issues as heterogeneity in demand and offerings, and values built into existing business relationships. Originality/Value/Contribution: The article contributes to research on business relationships through exploring how a public authority deals with such relationships. It also contributes to research on mergers and acquisitions through examining how these activities are evaluated by competition authorities. Furthermore, the article contributes to competition research by reflecting on competition law concerning M&A regulations in relation to business relationships. 相似文献
13.
The study aims at eliciting dimensions of customer value (CV) of website communication in business-to-business relationships. It draws upon the literature on CV and the interaction approach, utilizing a qualitative case study in the elevator industry. The study portrays seven dimensions of CV of website communication in business-to-business relationships: convenience, efficiency, competence, confidence, comfort, appreciation and enjoyment. 相似文献
14.
This work aims to approach the reasons for Business Incubators (BINCs) to replace Business Plan by Business Model Canvas (BMC) for creating and accelerating the startup process. The main value of this study lies in its empirical appliance to test the adoption of business modeling for startups in two different entrepreneurial ecosystems. A qualitative approach has been used in analyzing two case‐studies, one from Brazil (Supera) and the other from Portugal (Fabrica). The method used was inquiring into the managers' impressions when helping to create startups and accelerating their development. The analysis was based on the data obtained from interviews and secondary data through a content analysis technique supported by ATLAS ti 7.0 software. The findings highlight how the use of BMC is bringing real opportunities for the development of nascent businesses. Furthermore, the perceptions of the BINCs studied suggest the adequacy of this model to startups due to their flexibility, user‐friendliness, and capability to manage innovation, communicate, and share business logic. 相似文献
15.
Purpose: Prior literature has acknowledged multi-foci customer loyalties (loyalty to the selling firm and salesperson-owned loyalty) and argued that both entities (selling firms and salespersons) foster customer loyalty through respective loyalty-capturing efforts (relationship investments). However, scholars have not investigated the influences of different types of interfirm relationship-specific investment (RSI) activities and salesperson behaviors (brand-building and guanxi behavior) on customer loyalty to the selling firm and salesperson-owned loyalty, especially their simultaneous (interaction) effects. The current research attempts to address this issue and examines the impacts that RSIs and salesperson behaviors have on customer loyalties. Methodology/approach: A survey of seller–buyer dyads was conducted to test the proposed theoretical model and hypotheses. Using 192 dyadic data from customers and salespersons in the Chinese business-to-business contexts, this study specifies the direct and interactive effects of sellers’ RSIs and salespersons’ behaviors on customer loyalties. Findings: Results indicate that selling firms’ loyalty-capturing efforts—property-based and knowledge-based RSIs—have different influences on two types of customer loyalty. Salespersons’ relationship investments—brand-building and guanxi behaviors—also have asymmetric impacts on customer loyalty. Counterintuitively, salespersons’ loyalty-capturing efforts weaken the relationships between firms’ RSIs and customer loyalties. Originality/value/contribution: This study specifies different types of relationship investments and examines their respective and interactive impacts on two types of customer loyalty—loyalty to the selling firm and salesperson-owned loyalty. The findings indicate that firms’ and salespersons’ efforts may lead to unexpected and unintended effects on multi-foci loyalties. Therefore, the current study enriches our knowledge about multi-foci loyalty management and relationship marketing. Practical implications: Because firms’ and salespersons’ loyalty-capturing strategies exert positive direct influences on loyalty to the selling firm and salesperson-owned loyalty, both entities may actively leverage relationship investments’ impact on customer loyalty. However, as the interactive effects derived from concurrent loyalty-enhancing activities are negative, firms need to clearly assess the nature and characteristics of their relationship with buyers and properly design relationship investments and guide salesperson behaviors. Managers should use property-based RSIs as a primary safeguard of customer loyalty to the selling firm. Meanwhile, internal branding and training programs can help salespersons develop brand building behaviors and better understand the potential unintended outcomes that different behaviors may induce. Aligning a branding goal between the firm and salespersons can benefit both parties while avoiding counter-productive outcomes. 相似文献
16.
Purpose: Drawing on the relationship marketing perspective, this study explores the effects of interorganizational relationship variables on export market orientation (EMO), in turn enhancing the export performance. Furthermore, firm internationalization was included as a moderator between export market-oriented behavior and export performance. Methodology: The authors tested the hypotheses via a mail survey involving 235 exporting firms. LISREL and regression analysis were used to test the proposed model. Findings: The results support the hypotheses, which posit that commitment, trust, and social interaction are positively related to EMO behavior, whereas power is negatively related to such behavior. Second, firm EMO behavior is positively related to export performance. Third, the degree of internationalization strengthens the effect of EMO on export performance. Research implications: This study improves existing theoretical understanding by supporting the relationship marketing perspective and international channel research for performing export market-oriented behaviors. Practical implications: The leverage of interorganizational relationships appears a solid strategy for performing export market-oriented behaviors. Exporters can focus not only on export market-oriented behaviors being performed but also on expansion to new markets. Originality/value: This study contributes to the marketing and international business literature and provides insights to exporters by examining the relationships among interorganizational relationship variables, EMO, and export performance. This study also introduces the degree of internationalization from a contingency-based view and demonstrates that internationalization complements EMO, and thus facilitates export performance. 相似文献
17.
ABSTRACT In this article the authors respond to the commentaries by Professors Spekman, Wilson, and Woodside on their article, “Business Marketing: A Twenty Year Review” and share their thoughts on the future of business marketing. In responding to the commentaries, the authors concede that while their review has started the dialogue, much remains to be done. They conclude with a call for the establishment of a broad-based research task force to develop a research agenda and to coordinate research efforts that systematically address the key problems facing business marketing and research practices in business marketing. 相似文献
18.
ABSTRACT The present article investigates the business environment of a single Arab country, Tunisia, which is one of the least explored markets in international business literature. The study revealed that the market is witnessing considerable change subsequent to the liberalization policy in general and the move towards the trade agreement with the European Union in particular. By doing so, the article attempts to contribute to the actualization of business studies treating national markets in the Arab region given that the bulk of research dealing with this area are concerned either with business in the pre-liberalization era or mass marketing in the oil-rich Arab economies. 相似文献
19.
ABSTRACTPurpose: In order to explore the multiplicative interaction between clustering and reach, as well as their effect on members’ knowledge production and patent value, the authors researched university–industry collaboration networks in the emerging interdisciplinary field at a corporate level. Methodology: The authors based their research on a platform of nano-biopharmaceuticals complex network analysis. Furthermore, they built a network to analyze the influence of small-world properties, as well as the impact of the largest component on the patent value of innovation activities at a corporate level. In this article, the authors conduct an empirical investigation of university–industry patent innovation collaboration in the nano-biopharmaceutical field and propose that their research be considered as new evidence in addition to the previously published literature in this field. Given the pre-existing high skew of patent values in relation to registered patents, they used weighted patent value in the measurement of university–industry innovation performance, rather than simple patent counts. Results: The results show that small-world structures have a parabolical influence on patent innovation performance at corporate level. Findings: The findings go beyond previous research results and can contribute to policy formulation and relevant entrepreneurial decisions in the establishment of university–industry collaboration. 相似文献
20.
Abstract This study analyses the metaphor of spirituality in the non-profit art gallery, a metaphor overlooked in previous marketing research. Using content analysis and interviews in a single depth case study, this article illustrates how spirituality has been a staple in the non-profit art gallery over time. It was found that even though the non-profit art gallery acknowledges its use of spirituality, it has a paradoxical attitude to it. Therefore this article (a) traces the historical influences that led to the extension of metaphor in the art gallery and its relationship to marketing theory, and (b) draws on Hunt and Menon ( 1995 Hunt, S.D. and Menon, A. 1995. Metaphors and competitive advantage: Evaluating the use of metaphors in theories of competitive strategy. Journal of Business Research, 33(2): 81–90. [Crossref], [Web of Science ®] , [Google Scholar]) to identify deliberate and emergent strategies using metaphor in the non-profit cultural organisation. 相似文献
|
