Once more, with feeling: Empathy and technology in customer care

Information technology is reshaping relationships between companies and customers, often bringing benefits to both. The unfettered use of technology, however, can erode customer care. For a company to care for customers, its managers and front-line employees must listen empathetically to what they have to say. But a rash of ‘innovations’ aimed primarily at reducing costs has made many companies opaque to their customers, who are—as a consequence—inadequately served and increasingly frustrated. Equally damaging is the resulting estrangement of employees from customers, a separation that dampens the empathy upon which true care for customers depends. As a number of innovative companies have shown, though, technology need not necessarily sour relations between businesses and those they serve. Indeed, technology can actually enrich them if senior managers (1) affirm their commitment to active, empathetic involvement with customers; (2) understand the ways in which current procedures and systems mediate interactions with customers; and (3) promote the deployment of social networks and other technologies to help customers tell their stories, and to enable workers and managers alike to hear them. Only when employees can step into their customers’ shoes can companies add authenticity to the claim: “We care for you.”     

Slowing the adoption and diffusion process to enhance brand repositioning: The consumer driven repositioning of Dunlop Volley

What should you do when your brand becomes ‘hot’ overnight among influential endorsers? Do you exploit this sudden rise in popularity and mainstream the brand, or do you attempt to slow the diffusion process and seek to understand how to market to these consumers? Drawing on the case of Dunlop Volley in Australia, we argue that mainstreaming the brand by targeting later adopters results in a short-term fashion cycle rather than creating long-term brand value. Since these brands are ‘discovered’ by consumers, marketers must first understand the value system underlying this adoption and then fit the marketing program to these values. In the case of Dunlop Volley, slowing diffusion rates was achieved through four tactics: the rejection of hard sell marketing, appearing authentic, targeting alternative distribution channels and delaying launch to the mainstream audience. These activities ensured the ongoing credibility of the brand with endorsers and helped revitalize a long-thought ‘dead’ brand.     

MODELING THE RELATIONSHIP BETWEEN FIRM IT CAPABILITY,COLLABORATION, AND PERFORMANCE

The development and use of information technology (IT) have been thematic in recent literature. IT has been viewed as an enabler of internal and external firm collaboration, which is the foundation of supply chain management. Firm collaboration and information sharing, in turn, are expected to improve firm performance. A model of the relationship between firm IT capability, internal and external collaboration, and firm performance is proposed and tested, using empirical data. The findings show that firm IT capability directly impacts internal and external collaboration as well as firm performance. This finding has important implications for managers as they evaluate investment in information technologies.     

Power, satisfaction, and relationship commitment in Chinese store-tenant relationship and their impact on performance

Managing the distribution channel is a key concern to firms operating in the world's largest developing economy. This study examines channel exchange relationships in China using data on department stores’ relationship with their tenants. The power-satisfaction-commitment-performance framework was used as a basis for the study. Department stores’ contingent use of coercive power was found to have little or no effect on their tenants’ economic and social satisfaction, which suggests that coercive power is perceived as ‘legitimate’ by small and medium-sized retailers in China. Tenants’ behavior towards power also reflects a subtle difference in channel member behavior, which reflects the differences between China's collectivistic culture and the individualistic culture in many Western countries. This study adds to the existing knowledge on channel behavior in Chinese cultural setting. In addition, it tests the degree of cross-cultural generalization of established channel constructs. It also provides managerial insights on channel relationship management in China's market.     

Crescive entrepreneurship in complex social problems: Institutional conditions for entrepreneurial engagement

This paper explores entrepreneurship in the context of complex social problems (often referred to as ‘social’ entrepreneurship). Most management research in this area studies the entrepreneurs; we explore the institutional conditions which frame the likelihood of entrepreneurial engagement. We name these conditions ‘crescive’ and, following A.O. Hirschman's studies on institutional conditions for development we identify two analytically different sets of conditions: those that can stir up actors' motivations to engage and those that can alter their decision making logic. Our exploration of crescive conditions yields a novel conceptual model for entrepreneurial engagement in the context of complex social problems, which we label ‘crescive entrepreneurship’ and place in a space between functionalist and institutional action.     

The impact of Enterprise 2.0 in organizations

Many organizations have embarked on Enterprise 2.0. However, not many have successfully implemented it. Availability of inexpensive tools does not guarantee their usage by organizations and their employees. To have Enterprise 2.0 implemented widely and effectively by organizations, it is important that both managers and employees benefit from using it. It is expected that the level of congruence of management–employees perceived benefits would affect the level of adoption of Enterprise 2.0 in organizations. Testing this is the purpose of this research. Using the case study of two large global organizations, this study analyzed the use of Enterprise 2.0 by both employees and managers. The results showed that even though both employees and managers believe that Enterprise 2.0 usage does have a positive impact on communication, collaboration, community building, and employee engagement, the level of belief is different: managers’ perception of Enterprise 2.0 benefits is less than that of employees. There was a greater degree of congruence though between both the groups on the perceived benefits of Enterprise 2.0 on knowledge management and organizational outcomes. The size and the type (not-for-profit) of organization was a disadvantage in adopting such tools. The not-for-profit organization was more at loss when applying Enterprise 2.0 as its employees are less aware of the type of tools and of their benefits, and there is less managerial support.     

Greening Goliaths versus emerging Davids — Theorizing about the role of incumbents and new entrants in sustainable entrepreneurship

This paper proposes a model of how incumbents and new entrants engage in sustainable entrepreneurship. We suggest that in the early stages of an industry's sustainability transformation, new entrants (‘Emerging Davids’) are more likely than incumbents to pursue sustainability-related opportunities. Incumbents react to the activities of new entrants by engaging in corporate sustainable entrepreneurship activities. While these ‘Greening Goliaths’ are often less ambitious in their environmental and social goals, they may have a broader reach due to their established market presence. This paper analyses the interplay between ‘Greening Goliaths’ and ‘Emerging Davids’ and theorizes about how it is their compounded impact that promotes the sustainable transformation of industries.     

Middle managers' role in transferring person-centered management and care

This paper presents a study of the role of middle managers in the knowledge transfer related to a person-centered management and care approach at a physical rehabilitation center. This qualitative research comprises a multi-case study, representing the six middle managers of the organization studied. The main findings generated by this research indicate that despite top management's efforts to disseminate a person-centered approach throughout the organization, the knowledge transfer process mainly depends on the absorptive capacity of middle managers. When middle managers have the capacity to absorb the person-centered approach, often because it is compatible with their values and current practices, this capacity is expressed mainly through their behavioral exemplarity. The results of the study also engender an intervention model illustrating the key role of middle managers in the transfer of a person-centered management and care approach. The model includes macro- and micro-contextual elements that facilitate the transfer.     

Marketing retirement—or staying on the job

Financial packages provide the most common incentive to meet the legal requirement that retirement be voluntary. However, managers have other tools to encourage retirement or encourage staying on the job—within legal constraints and consistent with current health insurance changes that may make pre-65 retirement more desirable. In using these tools, managers must consider demographic realities that offer a large cohort available to replace retirees. To assist managers, a qualitative study among human resource experts probed how companies decide between encouraging retirement and encouraging staying on the job and also how each is accomplished to maintain a workforce best matched to job requirements. Suggestions for marketing retirement include starting early to encourage saving so that employees can afford to retire and improving the retirement ‘product’ by flexible alternatives to full-time work, including self-employment. Suggestions for keeping employees on the job include tailoring schedules and rewards to the preferences and needs of individuals who might otherwise retire.     

Line,line, everywhere a line: Cultural considerations for waiting-line managers

Given the trend of increasing business globalization, management teams of multinational companies have taken steps to better understand consumers, local business partners, and local governments. Local queueing preferences present managers with additional challenges and opportunities in international markets. The world may be ‘flat,’ but it is foolish to believe that all cultures perceive lines and waiting through the same lens. As discussed herein, perceptions regarding waiting and management of queues vary greatly; therefore, managers should adopt different policies and procedures when managing waiting lines across natural and cultural borders. Considering queue management in a global context offers benefits. Thinking globally—and acting locally—can prioritize and clarify important decisions any waiting-line manager has to make.     

Policy takers or policy makers? The lobbying of global banking regulators

Do financial sector groups act as passive policy takers, or do they ‘shape’ the policies to which they are subject? This article responds to this question with three arguments pertaining to the policy shaping power of the financial industry when it comes to international financial standards. First, industry groups confront a number of additional challenges when it comes to lobbying international regulatory bodies, which tend to be more opaque in their decision making and more difficult to hold accountable when they make unpopular decisions. Second, while these groups are sometimes able to shape financial regulatory policy, the extent of this influence is more partial and contingent than most depictions suggest. The third argument advanced is that since the global financial crisis, business groups have had many of their traditional lobbying tools adversely affected, making lobbying a more uphill battle than before. Financial industry groups are able to influence the governance of their own activities and act as ‘policy shapers’ some of the time, but are less strongly positioned in this role than many existing depictions seem to suggest.     

How to grow a brand: Retain or acquire customers?

While customer acquisition is clearly important for new brands, mature brands are often said to rely on defection management for maintenance and growth. Yet the theory to support this approach has been subject to very little empirical investigation. How do brands actually increase the size of their customer base? Through superior acquisition or by reducing customer defection? Or some mixture of both? Conversely, do brands decline through deficient acquisition or excessive defection? This work analyzes changes in ‘first brand loyal’ customers to answer these questions, using a combination of panel data on the prescribing behavior of doctors and a cross-sectional tracking survey for residential finance. This study is the first research to compare defection and acquisition against stochastic benchmarks for customer churn under stationary conditions. The results are surprising: for both growth and decline, unusual acquisition plays a much stronger role than unusual defection. This finding demonstrates that acquisition has been under-rated in the past, and implies that prospect management is at least as important as defection reduction. A simulation shows that unusual acquisition also accounts for far more improvement in profit than does unusual defection.     

Social spending: Managing the social media mix

There is incessant demand for ‘proof’ of return on investment (ROI) for social media spending, and a significant degree of uncertainty among marketers with respect to allocating effort and budget to social media. In this article, we address these issues by identifying different ways that organizations use social media, highlighting important distinctions in these approaches and describing how to frame the spending decision for social media. Additionally, we identify dimensions that can be used to differentiate important types of social media in a social media mix, and relate this to tactical marketing execution. We also highlight the different nature of social objectives, the ‘backward’ process for meeting them, and the importance of establishing a social media ‘mission control’ as part of that process.     

Diversity challenge: An integrated process to bridge the ‘implementation gap’

At this time of crisis, companies rediscover the key role people play in achieving a sustainable competitive advantage. Taking into account the heterogeneity of their workforces, boards of directors and managers alike face the challenge of understanding how to manage diversities such that the benefits outweigh the costs. This article argues that companies can deal with this challenge by adopting an integrated process of change across strategic, tactical, and operational levels. Indeed, people's differences and diversity management need to be introduced and integrated within company values and vision (strategic level). This vision has to be translated into strategies, a specific policy, and its associated practices to promote the development of synergic cultural and organizational changes that affect the whole company (tactical level). Finally, this policy and its associated practices need to be turned into real actions (operational level). Herein, we propose and discuss an integrated process to implement diversity management in a detailed and sufficiently flexible way such that it can be personalized and adapted to a specific organization. From a managerial standpoint, the proposed model could be a guide for bridging the ‘implementation gap’ of diversity management.     

Ethical Beliefs and Management Behaviour: A Cross-Cultural Comparison

A cross-cultural empirical study is reported in this article which looks at ethical beliefs and behaviours among French and German managers, and compares this with previous studies of U.S. and Israeli managers using a similar questionnaire. Comparisons are made between what managers say they believe, and what they do, between managers and their peers' attitudes and behaviours, and between perceived top management attitudes and the existence of company policy. In the latter, significant differences are found by national ownership of the company rather than the country in which it is situated. Significant differences are found, for both individual managers by nationality, and for companies by nationality of parents, in the area of organizational loyalty. The attitude towards accepting gifts and favours in exchange for preferential treatment, as a measure of societal values, is also found to show significant differences between national groups. However, no significant differences are found for measures for group loyalty, conflict between organizational and group loyalty and for conflicts between self and group/organization. The findings have implications for cross-border management decision strategies regarding such issues as receiving and giving of gifts, and the management of relations between local employees and international organizations which may be affected by differences in attitude to corporate loyalty.     

Marketing meets Web 2.0, social media,and creative consumers: Implications for international marketing strategy

The 21^st century has brought both opportunities and challenges in our global, boundaryless world. Importantly, managers face a dynamic and interconnected international environment. As such, 21^st century managers need to consider the many opportunities and threats that Web 2.0, social media, and creative consumers present and the resulting respective shifts in loci of activity, power, and value. To help managers understand this new dispensation, we propose five axioms: (1) social media are always a function of the technology, culture, and government of a particular country or context; (2) local events rarely remain local; (3) global events are likely to be (re)interpreted locally; (4) creative consumers’ actions and creations are also dependent on technology, culture, and government; and (5) technology is historically dependent. At the heart of these axioms is the managerial recommendation to continually stay up to date on technology, customers, and social media. To implement this managerial recommendation, marketers must truly engage customers, embrace technology, limit the power of bureaucracy, train and invest in their employees, and inform senior management about the opportunities of social media.     

Global managers’ perceptions of cultural competence

To work effectively in the global business arena, managers need a strong set of intercultural management skills. When dealing with clients, co-workers, and other stakeholders at home or abroad, managers with cross-cultural competence have a distinct competitive advantage in the multicultural marketplace. Although generally accepted as a valuable asset for doing business, cross-cultural competence defies easy definition. This study attempts to conceptualize the complex term from the practitioner's point of view. What does cross-cultural competence mean to global managers? From their perspective, which aspects of culture do business people need to understand? From the universe of cultural beliefs, values, attitudes, and country-specific information, what should an executive, with limited time, focus on to develop a basic level of cultural competence? This study asked Mexican managers what they needed to know about culture to do business with the U.S. In the process, they consistently identified certain basic components of cultural competence. Responses were surprisingly similar among the managers, indicating they had a clear picture of which cultural essentials were most important for global executives to learn. The results of the study reveal a working definition of cultural competence for global managers. This research also provides trainers and business educators a content framework for a short-term training program, based on the global managers’ perceptions of cross-cultural competence.     

Intrapreneurship or entrepreneurship?

I explore the factors that determine whether new business opportunities are exploited by starting a new venture for an employer (‘nascent intrapreneurship’) or independently (‘nascent entrepreneurship’). Analysis of a nationally representative sample of American adults gathered in 2005-06 uncovers systematic differences between the drivers of nascent entrepreneurship and nascent intrapreneurship. Nascent entrepreneurs tend to leverage their general human capital and social ties to organize ventures which sell directly to customers, whereas intrapreneurs disproportionately commercialize unique new opportunities which sell to other businesses. Implications of the findings are discussed.     

International joint ventures in Russia: Cultures' influences on alliance success

This paper investigates the influence of organizational culture on the strategic success of International Joint Ventures (IJVs) in Russia and the importance of cultural ‘fit’ of alliance partners within this transition economy. Difficult-to-access and rare data is gathered from a sample of IJVs manager in Russia in a strategy-as-practice approach. Questionnaires and in-depth interviews reveal different clusters of values and practices amongst managers and, contrary to previous research, the study suggests that within a transition economy values are not universally applied but influenced by tradition. Adopted organizational culture is also found to be dependent on the dominant IJV stake holding with culture influencing perceived IJV strategic performance. An element of congruency is identified between tradition and openness to change values.     

The dark triad and corporate sustainability: An empirical analysis of personality traits of sustainability managers

Middle managers responsible for sustainability operationalize top management decisions on the organization's social and environmental activities. With their focus on sustainability, they could be expected to consider ethical issues particularly well in their decisions and to possess ethical personality traits. While earlier research has focused on top management this paper examines the influence of personality traits of middle managers on their corporate sustainability preferences. Based on a primary survey sample of 204 professionals responsible for sustainability in their company, we study the relationship between dark triad personality traits (Machiavellianism, narcissism, and psychopathy) of sustainability managers and their environmental and social responsibility preferences. The analysis shows that managers who score higher on the dark triad personality scale are less concerned about environmental and social responsibility issues. The business environment, analyzed in a cross-cultural comparison between the United States and Europe, and the organizational context function as a moderator of the influence of personality traits on sustainability preferences. The results suggest that dark triad personality traits should be considered in recruitment and assessment processes of middle managers responsible for corporate sustainability.