Extracting Value from the Supply Chain with Mobile Technologies

Abstract

This paper attempts to alleviate some of the current confusion about the capabilities of mobile technologies in the context of the enterprise and its supply chain. Unique features that differentiate m-business from e-business are explored. We highlight the sources of value creation of m-business applications by extending a theoretical framework proposed by Amit and Zott (2001), and we suggest potential areas in which mobile technologies appear exceptionally suited to produce cost savings or opportunities for differentiation of product or services. Two dimensions of value creation stand out: efficiency and novelty.     

Leveraging Information Across Categories

Companies are collecting increasing amounts of information about their customers. This effort is based on the assumption that more information is better and that this information can be leveraged to predict customers' behavior in a variety of situations and product categories. For example, information about a customer's purchase behavior in one category can be helpful in predicting his potential behavior in a related category, which in turn could help a firm in its cross-selling efforts. In this paper, we present a model to better understand and predict a consumer's purchases and preferences when we may have limited or no information about him in one or more product categories. Conceptually this involves leveraging information from purchases of other consumers in multiple categories as well as partial information (e.g., purchase in one of the categories) of the target consumer. Our approach builds on the pioneering work of (Rossi et al. (1996)) who demonstrate the value of purchase information in the context of a single product category. We present results from an extensive simulation as well as an application on scanner panel data. Our simulation shows many interesting and somewhat surprising results. Specifically, we find that compared to a single-category analysis, a cross-category analysis does not lead to any significant improvement in data likelihood in most cases. Therefore, the single-category analysis of (Rossi et al. (1996)) is even more powerful than previously thought. However, we also find that a cross-category analysis does improve parameter recovery in many situations as compared to a single-category analysis. It is in these conditions that retailers can use cross-category information to better implement micro marketing programs. We demonstrate the transfer of information across categories in an application of two grocery products—Breakfast Foods and Table Syrup. In spite of a reasonable correlation (0.21) in the price parameter across these two categories, our simulation guidelines predict very little benefit of cross-category analysis over single-category analysis. Our empirical results confirm this prediction.     

Leveraging uncertainty through backorder

Business models based on postponement are being increasingly adopted by firms in categories ranging from consumer electronics and information technology to automobiles. Backorder is one example of this system wherein firm produces the product after receiving an order from the customer and they represent a stark contrast to the traditional Make-to-stock (MTS) system where firm anticipates demand and satisfies it from finished inventory. The popularity of postponement is primarily attributed to the operational efficiencies that it can generate for a firm in dealing with highly uncertain and dynamic demand environments. Our focus in this paper is on understanding the implications of the interaction of demand uncertainty and consumer heterogeneity for the optimality of these different systems. We show that the combination of these two forces requires the firm to use both backorder and MTS simultaneously. The optimality of backorder depends on the extent of demand uncertainty—products that exhibit relatively higher demand volatility are better candidates for backorder. Importantly, the combination of the two systems has significant implications for the firm’s product line decision (in terms of product qualities) and pricing.     

Leveraging FDA Health Claims

Although past research has investigated different aspects of various health claims, relatively little effort has been directed toward synthesizing the reasons why some Food and Drug Administration (FDA) health claims are more successful than others. After outlining two necessary conditions for a health claim's success, currently approved FDA health claims are examined to explain both the diet–health relationship and its effect on the widespread awareness and adoption of the claim. Understanding what makes health claims successful provides useful nutrition education and product‐labeling lessons for policy makers in all countries.     

Leveraging Relationships in Marketing

Abstract

The present study is an investigation into the motivational underpinnings of strong relationships in services marketing domain. Based on past research in social psychology and marketing, this study investigates the influence of two independent variables-Intrinsic Interpersonal Commitment and Structural Bonds-on the dependent variable Relationship Strength. Both attitudinal and behavioral variables are studied to measure the quality of relationships. 144 surveys of consumers were completed. The results partially support the research hypotheses. The results suggest refocusing on the type of motivational commitment in relationships. The role of gender, age, involvement, and the interaction complexity need to be explored to further validate the model.     

自营式电商的数字化升级机理

自营式电商是传统零售自营模式基于互联网情境的拓展,然而其原有的痛点与瓶颈依然存在。探讨自营式电商如何更好地发挥商业资本职能具有理论和实践的双重意义。不同于电商发展的早期阶段,数字化为自营式电商跳出传统的盈利困境、摆脱单一的平台化转型思路、回归自营并最终驱动流通效率变革提供了广阔可能。为了揭示自营式电商如何实现数字化升级,文章首先从理论视角出发,归纳了自营式电商的本质属性和数字化作用的可能路径。而后选取了两家典型的案例企业,结合微观情境刻画了其内在机制。研究发现：利用数字技术,自营式电商可以通过强化商业资本职能提升商品经营效率,通过供应链反向整合实现流通效率与生产效率的同步改进,更能以数字化赋能的方式加速市场扩张并提升线下实体门店的运行效率。以上机理为自营式电商及其数字化零售创新提供了一定启发。     

专有技术出资的特殊性及对策研究

专有技术作为一种无形资产,因其特殊性,在其作为资本出资入股时与货币、实物、知识产权、土地使用权等可以用货币估价并可以依法转让的非货币财产存在一定的差异。公司注册登记等法律法规应对专有技术出资进行特别规定,出资人、入资企业也应采取相应措施。     

Leveraging Green IS in Logistics

Logistics and especially road transportation account for a major proportion of global greenhouse gas emissions. Thus, increasing eco-sustainability is particularly important in this sector. Green information systems can support the transition towards more eco-sustainable business processes in logistics. To date research in Green IS has been dominated by conceptual and empirical studies, while the community has been reluctant to do design science research developing IS artifacts. Addressing this gap, we develop and evaluate a Green IS artifact for GHG emission tracking in road transportation processes – named Carbon Tracker. The design process was guided by design principles derived from prior Green IS literature. The artifact enables more eco-sustainable practices in logistics to emerge as it provides detailed information about GHG emissions that is indispensable for advanced organizational sense- and decision-making. The evaluation shows that the use of Carbon Tracker leads to more accurate and detailed information on emissions as well as more seamless and efficient workflows than today’s best-practice approaches. Thus, the paper demonstrates how Green IS can be leveraged for more eco-sustainable and efficient business processes and paves the way for further design-oriented research in the Green IS domain.     

Technological Resource Leveraging and the Internationalisation of New Ventures

A growing body of research on international entrepreneurship suggests that new ventures have succeeded in entering international markets by creatively exploiting their tangible and intangible technological resources. Using the resource-based view of the firm, this paper explores the impact of leveraging selected tangible and intangible technological resources on the speed and degree of sales internationalisation among US software new ventures. Even though R&D investments are not significant predictors of the speed or degree of sales internationalisation, technological networks and technological reputations are. The interactions of networks and reputation with R&D spending are also positively and significantly associated with higher sales internationalisation. Technological networks also interact positively with R&D spending to expedite sales internationalisation, but the interaction of these investments with technological reputations is not significant. The results show that intangible technological resources play an important role in the internationalisation of software new ventures' sales. The implications of the findings for future international entrepreneurship research are discussed.     

The Performance of Proprietary Compared with Mutual Life Offices

This paper is a structure conduct performance analysis of the executive search and selection industry. The industry illustrates well the general problems of applying this framework to service industries. Structure and conduct can be analysed with some modifications to techniques but it is in the area of performance that the analysis is most difficult to apply. Much of the analysis is based on a comprehensive survey of the UK industry carried out by the authors.     

Leveraging sponsorship with corporate social responsibility

Sponsors increasingly engage in corporate social responsibility (CSR) activities surrounding sponsored events (e.g., the soccer World Cup and Olympic Games). This study examines how linking CSR to sponsorship affects consumer attitudes towards sponsoring brands. Schema theory suggests that consumer CSR perception and brand credibility act as serial mediators. They transfer the positive effects of a CSR-linked sponsorship strategy. These effects only occur for brands with a moderately low congruity to the sponsored event (but not for brands with a moderately high congruity to the sponsored event). Two experiments measuring (Study 1) and manipulating (Study 2) sponsor–event congruity confirm the proposed mediation mechanism for brands with a moderately low sponsor–event congruity. CSR-linked sponsorship (vs. sponsorship without CSR linkage) does not influence attitudes towards brands with a moderately high congruity to the sponsored event. The study develops theoretical and practical implications for sponsorship and CSR strategies.     

Leveraging Equity Across The Brand Portfolio

Industry informants suggest that the equity of well-known, established brands can be leveraged to create value for unfamiliar or less-established brands. To the extent that cues in the retail environment imply some commonality between the high-equity brand and the less-established brand, benefits to the less-established brand may be expected. We refer to this implied commonality as strategic equivalence. Sharing the retail brand portfolio with high-equity brands is one way of establishing strategic equivalence. Display structure—whether the brands are displayed separately or intermixed—can also affect perceptions of strategic equivalence. In two studies, we demonstrate the ability of high-equity brands to increase the value of lower-equity brands in the same retail department and the ability of display structure to moderate this effect.     

Leveraging Online Communities to Support the Brand and Develop the Community

While numerous organizations and consumers utilize interactive online marketing activities (e.g., creating discussion forums, having brainstorming sessions, and running surveys) to interact with the brand and fellow brand users, there is little research that addresses how important it is to offer community members activities based on their motivations to participate in the community. This research is an important first step at examining the degree to which marketers need to match marketing activities in online communities with community member motivations to affect brand and community outcomes. Using a longitudinal study of 256 members from 9 marketing research online communities in 3 different industries, this research finds that online communities can be used to positively influence a broad range of brand assessments, brand-supportive behaviors, and community-supportive behaviors. Furthermore, leveraging marketing activities in online communities is more complex than previously thought.     

Leveraging purchase regularity for predicting customer behavior the easy way

The valuation of future customer activity is a mainstay of any organization seeking to efficiently manage its customer portfolio. In the area of customer-base analytics, the ongoing race for predictive power has yielded a large corpus of research to assist managers in this respect. Approaches in the tradition of stochastic models have been particularly successful because they rely only on easy-to-compute key metrics and integrate them within a parsimonious probability-modeling framework. Recent advances in this field have demonstrated that incorporating the timing regularity of past purchases can improve predictive accuracy relative to purely recency/frequency-based approaches. This paper expands that idea and introduces generalizations of a well-established probability model, the BG/NBD (Fader et al., 2005a), by replacing the exponential with a more flexible Erlang-k interarrival timing process. The resulting model variants are capable of leveraging regularity while retaining almost the same level of data requirements and algorithmic efficiency. Using extensive simulation studies and six data sets covering a wide range of empirical settings the authors demonstrate substantial improvements in predictive accuracy against the baseline models and performance gains close to or on par with a more complex model alternative. The availability of efficient and easily accessible implementations of the new model variants in the R-package BTYDplus allows marketing analysts to apply them in large-scale scenarios of data-rich environments on a continuous basis.     

Leveraging knowledge-based resources: The role of contracts

Every firm faces the challenge of leveraging valuable resources in the form of the intellectual assets, know-how and expertise of itself and others around it. They can only achieve this through interaction with other idiosyncratically capable firms. But through interaction, resources, activities and actors themselves evolve in relation to each other. In this situation of complex business interaction and uncertainty, the conditions under which the respective knowledge and expertise can be leveraged often need to be expressed and manifested as joint consent between the involved parties. Designing an agreed platform for using knowledge-based resources of others poses a real challenge for many companies because the knowledge that firms need to access is inherently indeterminate and continually evolving. This study addresses this issue by investigating the role of contracts in leveraging knowledge-based resources. The study builds on an interactive view of resource leveraging in general and on ideas on knowledge-based resources in particular (Håkansson et al., 2009). The paper reports on empirical research conducted between 2003 and 2007 that examined real-world contracts in manufacturer-retailer networks. The study draws conclusions on the role of contracts in leveraging knowledge-based resources and more widely on the dialectic nature of resource transformation.     

Innovation analytics: Leveraging artificial intelligence in the innovation process

Artificial intelligence (AI) is about imbuing machines with a kind of intelligence that is mainly attributed to humans. Extant literature—coupled with our experiences as practitioners—suggests that while AI may not be ready to completely take over highly creative tasks within the innovation process, it shows promise as a significant support to innovation managers. In this article, we broadly refer to the derivation of computer-enabled, data-driven insights, models, and visualizations within the innovation process as innovation analytics. AI can play a key role in the innovation process by driving multiple aspects of innovation analytics. We present four different case studies of AI in action based on our previous work in the field. We highlight benefits and limitations of using AI in innovation and conclude with strategic implications and additional resources for innovation managers.     

Working the crowd: Leveraging podcasts to enhance crowdfunding success

Crowdfunding has become an increasingly popular tool for entrepreneurs to solicit public funding from individuals. As its popularity grows, entrepreneurs are seeking to learn more about crowdfunding to improve their chances of success. In this article, we explore how podcasts can offer fresh insights to crowdfunding and serve as an effective tool for entrepreneurs to improve their knowledge and the likelihood that their campaigns are funded. We discuss key insights for entrepreneurs offered by ten popular podcast episodes on crowdfunding. Each episode offers enduring lessons for entrepreneurs interested in launching a campaign and also exemplifies the value that podcasts can potentially offer entrepreneurs.     

Leveraging Associations: The Promotion of Cultural Sponsorships

SUMMARY

Sponsorship of the arts is growing as a marketing communication method, and companies are using this tool to achieve various business objectives. These include branding, corporate hospitality, and building community relations. The activities that the companies engage in to promote the sponsorships are guided by the objectives they wish to achieve. Additional leveraging is supported by advertising and public relations for branding. For corporate hospitality, promotional support is vested in personal selling with public relations initiatives. For community relations, promoting the sponsorship is focused primarily on public relations activities with an emphasis on personal selling.