Can cooperation drive the success of suppliers in B2B crowdsourcing innovation projects? A large scale data perspective

Crowdsourcing innovation projects (CIPs), that enterprises outsource the non-core projects to outside individuals or organizations for innovation, are critical forms for business to business (B2B) innovative service collaboration. Based on value network theory, this paper investigates whether cooperation is a critical influencer of supplier performance and examines how suppliers in CIPs can achieve and maximize value capturing under the customer value dominant condition. Large-scale data is collected from >110,000 CIPs suppliers from 2010 to August 2018 on Kaggle, one of the most well-known crowdsourcing platforms. According to econometric calculation results: 1) Suppliers' predominant capabilities and resources contribute to their workforce and financial performance improvement. 2) Excessive competition intensity has a negative impact on suppliers' performance. 3) The cooperation between suppliers is extremely important for their performance. More detailed, the accumulation of cooperation experience, the increase of partners and the heterogeneity of members in the organization have positive impact on suppliers' workforce and financial performance. The results demonstrate that for suppliers in the CIPs platform, cooperative is more optimal than competitive. The cooperation is more significant when the needs of customers are gaining more and more attention. Therefore, suppliers should explore a more flexible way of cooperation to achieve value capture. Subsequently the value balance between demanders and suppliers can be achieved.     

The theory and practice of workload control: A research agenda and implementation strategy

The Workload Control (WLC) concept is one of few Production Planning and Control (PPC) solutions appropriate for Make-To-Order (MTO) companies yet its successful implementation is an enduring challenge. Most implementations reported are in large organisations yet it has been argued that WLC is particularly suitable for Small and Medium sized Enterprises (SMEs) with limited financial resources. Moreover, previous studies do not adequately describe the process through which implementation success was achieved. In this paper, data collected through semi-structured face-to-face interviews with key personnel from 41 companies is presented in order to build up a body of evidence on the characteristics of MTO SMEs that affect WLC implementation. The data paints a complex picture of MTO production and suggests that research is likely to be required to move theory closer to practice and organisational change to move practice closer to theory. The former is recommended where processes perform well or appear difficult to change; the latter is recommended where fundamental WLC principles are involved. Two outputs emerge from the study: (1) a research agenda for refining the WLC concept to improve alignment between theory and practice, covering the customer enquiry, order entry, design and engineering and order release stages; and (2) an implementation strategy, including elements of organisational change and covering pre-implementation, implementation and post-implementation stages. The characteristics of MTO SMEs identified should be used in future research to develop more realistic simulations for testing conceptual refinements while field research should apply and extend the implementation strategy presented in order to develop a more detailed roadmap for successful WLC implementation in practice.     

An integrated artificial intelligence framework for knowledge creation and B2B marketing rational decision making for improving firm performance

This study examines the effect of big data powered artificial intelligence on customer knowledge creation, user knowledge creation and external market knowledge creation to better understand its impact on B2B marketing rational decision making to influence firm performance. The theoretical model is grounded in Knowledge Management Theory (KMT) and the primary data was collected from B2B companies functioning in the South African mining industry. Findings point out that big data powered artificial intelligence and the path customer knowledge creation is significant. Secondly, big data powered artificial intelligence and the path user knowledge creation is significant. Thirdly, big data powered artificial intelligence and the path external market knowledge creation is significant. It was observed that customer knowledge creation, user knowledge creation and external market knowledge creation have significant effect on the B2B marketing-rational decision making. Finally, the path B2B marketing rational decision making has a significant effect on firm performance.     

Organizational resources enabling service responsiveness: Evidence from Greece

This article examines the implementation of relationship marketing strategy based on a sample of business-to-business firms operating in Greece. Organizational resources, including a focus on learning and flexibility/adaptation in strategic planning, are demonstrated to be antecedents of effective relationship marketing strategies. The possession of these resources lead to superior customer performance (as measured by customer satisfaction and loyalty) and, ultimately, superior financial performance (as measured by profit levels, profit margin, and ROI). Our results provide support for the development of organizational resources that foster and enable relationship marketing in business-to-business environments since such resources are linked with improved firm performance.     

It Won't Fit! For Innovative Products,Sometimes That's for the Best

The degree of overlap (i.e., fit) between product development organizations' resources and the product development projects pursued has powerful performance implications. Drawing on organizational learning theory and the resource‐based view, this research conceptualizes and empirically tests the interrelationships between the levels of fit, innovativeness, speed to market, and financial new product performance. After reviewing the research literature relevant to resource fit and new product performance, the level of innovativeness is posited to be an important moderating and mediating factor, which is validated by analysis of data gathered from 279 product developing firms. Technological fit has a negative direct effect on both technological and market innovativeness, while the use of existing marketing resources (i.e., a high degree of marketing fit) positively impacts technological innovativeness. This suggests, consistent with findings from market orientation research, that a deep, long‐held customer understanding can promote technological innovativeness. The moderating hypotheses proposed are also well supported: First, a high degree of marketing fit has a more positive impact on performance for market innovative products (e.g., products which address a new target market or use a nontraditional channel for the firm). Drawing on a deep customer understanding is more critical to performance for market innovative products. Conversely, the benefits of marketing fit are limited where market innovativeness is lacking. Interestingly, the counterpart moderating role of technological innovativeness on technological fit's performance effect is not significant; the level of technological innovativeness does not significantly impact the performance impact of technological fit. There are also significant moderating effects across dimensions. Our results show that the financial benefit of using existing marketing resources is lessened for technologically innovative products. Technological innovations necessitate drastic adaptation of marketing resources (i.e., channel and brand); firms drawing only on existing marketing resources for a technologically innovative new product will incur reduced profit. Similarly, the positive implications of using existing technological resources are limited for products which are highly market innovative. Generally, resource fit is seen to have an (oft‐overlooked) dark side in product development, though several of our findings suggest that marketing resources are more flexible than are technological resources.     

Investigating the Drivers of Innovation and New Product Success: A Comparison of Strategic Orientations*

The notion of producing innovations and achieving new product success has received a great deal of attention. Though many have investigated these effects in marketing and various fields within management, there has been little cross‐fertilization between fields of study to explain the basis for this superior performance. Though research has examined the resource‐based view (RBV) and market orientation individually, none has evaluated and compared their effect on firm innovation and new product success in one study. Furthermore, although empirical work has been conducted between market orientation and organizational learning, comparatively less research has been conducted to evaluate the relationship between organizational learning and the RBV to examine their combined effects on a firm's ability to innovate and succeed. Subsequently, the purpose of the present article is to investigate whether a focus on the customer (i.e., market orientation) or the firm (i.e., RBV) will drive the ability to (1) innovate within the firm and (2) succeed in terms of new product success, financial performance, market share, and customer value. The present article examines the relationship between organizational learning and the RBV and market orientation. It presents an empirically testable framework that investigates the relationship that RBV and market orientation have with performance outcomes. Data were collected from 249 senior executives. LISREL was applied to evaluate the relationships. Confirmatory factor analysis and related techniques were applied to assess the robustness of the measures used. Findings show that organizational learning is strongly associated with market orientation, which in turn impacts various performance outcomes including customer value. The RBV had a significant relationship with new product success. These results suggest that managers seeking innovation and new product success should focus less on the provision of customer value. Instead they should look toward developing their resources within the firm, including investing in human resources, to ultimately provide value to the firm. Findings indicate that this unique offering—innovations—will have an indirect effect on customer value and financial performance. In contrast, those in pursuit of positive financial performance and customer value should focus on the development of market orientation. Even though this will not necessarily lead to the development of innovative processes and new product success according to the present study, this approach may lead to a greater market share in the long term. This article reviews theoretical and managerial implications in more depth, providing an impetus for further research.     

Projective customer competence: Projecting future customer needs that drive innovation performance

Projective customer competence is the ability of a product development organization to both understand as well as shape the future needs of customers. To conceptualize this competence and establish its antecedents and performance implications, we draw upon the literature on inter-organizational relationships and innovation. Based on survey data from managers involved with business to business product development, validated with secondary financial data and in-depth interviews, we establish measurement properties for projective customer competence and demonstrate that this competence develops through customer relationships characterized by relational embeddedness, knowledge redundancy and interactivity. Projective customer competence is also shown to have positive implications for both innovativeness and financial performance. Surprisingly, relational embeddedness is shown to be the strongest predictor of projective customer competence, and, while knowledge redundancy helps build projective customer competence, it also has a negative impact on innovativeness.     

Enabling Innovation through Strategic Synergies

This paper empirically examines the effect that a market orientation (MO) and resource orientation (RO) have on three performance outcomes: financial performance, customer value, and innovation. Individually, the effect each orientation has on performance has been explored but with conflicting results. This study addresses a pertinent gap in the literature by providing insight into a relationship yet unexamined; the role of RO as a moderator of the MO and performance relationship. Although the existing literature considers the role of environmental phenomena as moderators on the MO and performance relationship, the role of alternate orientations has not been studied. While customer value and dynamic resources are needed to succeed, can they each assist the other to perform better? Specifically, does the ability to better develop, deploy, and alter dynamic resources help a firm to better provide customer value to improve performance? This paper is the first to our knowledge to integrate literature from the two paradigms to assess this. Results show that both orientations, when analyzed individually, have a significantly positive effect on all three‐performance outcomes: financial performance, customer value, and innovation. Thus, support for each of the first six hypotheses is provided. The moderated regression provided support for two of the three hypotheses pertaining to this component of the study. It was found that an RO significantly moderates the relationship of an MO with customer value and financial performance but is unable to exert any moderating effect on the MO and innovation relationship because of the dominant role of the RO. Thus, RO appeared superior in delivering innovative outcomes relative to MO. From this, implications, limitations, and recommendations are discussed.     

Integration,knowledge creation and B2B governance: The role of resource hierarchies in financial performance

Knowledge is a critical competitive resource for firms that increasingly exploit resources and capabilities combined with those of channel partners to create new knowledge. However, the opportunism risks inherent in any B2B relationship require firms to employ governance mechanisms to protect their interests. These tensions call for further study of how B2B partners exploit combined resources to produce new knowledge. This research employs a Resource Hierarchy View of resource bundling to describe the ways that firms integrate internal and external processes to achieve financial performance through knowledge creation, and the role that relational governance approaches play in enabling those resource combinations. The study finds that normative and formalized governance forms both enable complex combinations of knowledge creation and integration resources in a way that affects financial performance more than either resource could in simpler combination. However, there are differences in how knowledge is created through internal and external process integration.     

非财务指标与企业财务业绩相关吗——一项基于中国国有企业的实证研究

非财务指标是否能预测企业财务业绩的增长，综合业绩指标体系是否适合我国企业．是我国理论与实务界普遍关心的问题。本文以76家国有企业为样本，系统分析了非财务指标“客户满意度”与企业财务业绩的相关关系，为我国企业建立综合业绩评价体系找到了实证依据。研究表明，客户满意度高的企业具有更高的盈利能力；从客户满意度提高带来的两方面作用来看．企业更可能是通过提高单位产品的利润率来提高盈利能力．而不是通过增加销售来提高盈利能力。     

The effects of an articulated customer value proposition (CVP) on promotional expense,brand investment and firm performance in B2B markets: A text based analysis

Using text-based analysis, we search for evidence of articulated customer value propositions (CVP), in annual reports of US B2B firms, and then demonstrate that B2B firms that explicitly emphasize a CVP invest more in their brands, have higher future sales and sales per customer. We also find that CVP has a negative effect on the size of their customer base, perhaps because firms who care about a CVP appear to attract more long-term, loyal customers. Firms that pay more attention to CVP also tend to spend less on advertising and promotion. Future performance, particularly among small to mid-size firms, is positively affected when these firms emphasize CVP, and this also holds especially in less competitive markets. Our findings are based on a large dataset of around 12,000 firm year observations for a 14-year period from 2004 to 2017.     

How does customer orientation (in)congruence affect B2B electronic commerce platform firms' performance?

Business-to-business (B2B) electronic platforms have become important channels for transforming traditional modes of transaction. The success of these platforms relies heavily on the platform firms' customer orientation (CO) practices, which are designed to attract both sellers and buyers. This study draws on the cross network effect theory to explore whether and how a B2B e-commerce platform firm's (in)congruent CO strategic initiatives toward sellers or buyers affect the firm's performance. In addition, the moderating effects of seller-side and buyer-side demand uncertainty on the relationship between CO (in)congruence and platform firm performance are investigated. The analysis of data collected from 185 B2B electronic platform firms in China reveals that CO incongruence is more beneficial to firm performance than CO congruence. Furthermore, when seller-side demand uncertainty is high, an increase in seller-focused CO incongruence (i.e., higher seller orientation than buyer orientation) or buyer-focused CO incongruence (i.e., lower seller orientation than buyer orientation) improves or impedes a B2B e-commerce platform firm's performance, respectively. However, when buyer-side demand uncertainty is high, an increase in either type of CO incongruence does not improve firm performance. These findings contribute to the literature on and practices of B2B e-commerce and customer orientation.     

Fostering B2B sales with customer big data analytics

This study focuses on the use of big data analytics in managing B2B customer relationships and examines the effects of big data analytics on customer relationship performance and sales growth using a multi-industry dataset from 417 B2B firms. The study also examines whether analytics culture within a firm moderates these effects. The study finds that the use of customer big data significantly fosters sales growth (i.e. monetary performance outcomes) and enhances the customer relationship performance (non-monetary performance outcomes). However, the latter effect is stronger for firms which have an analytics culture which supports marketing analytics, whereas the former effect remains unchanged regardless of the analytics culture. The study empirically confirms that customer big data analytics improves customer relationship performance and sales growth in B2B firms.     

Analyzing the Effects of Market and Resource Orientations on Innovative Outcomes in Times of Turbulence*

Innovation and new product success are often a core precursor to superior performance. Although research has examined the resource‐based view (RBV) and market orientation (MO) individually, limited research has evaluated and compared their effect on innovation and new product success in one study. Furthermore, relative to MO, comparatively less research has been conducted to evaluate the relationship between organizational learning (OL) and the RBV to examine their effects on a firm's ability to innovate and succeed. The purpose of this paper is to investigate the role of environmental variables (i.e., market turbulence and technological turbulence) on the relationship between two strategic orientations and performance and to extend a previous study. Specifically, it aims to evaluate whether a focus on the customer or the firm will impact innovation, product quality, new product success, financial performance, and customer value in settings of varying environmental turbulence. Data were collected from more than 200 senior executives. LISREL was applied to evaluate the relationships under examination. Interaction effects were assessed using a nested goodness‐of‐fit strategy using a multiple‐group solution. Results depicted significant relationships between organizational learning and both resource and market orientations. Significant relationships also emerged between each strategic orientation and various performance indicators. Interaction effects were observed for market turbulence on customer value and market orientation as well as for resource orientation (RO) on innovation in times of high technological turbulence. The paper concludes with a review of theoretical and managerial implications to stimulate further debate. These results suggest that managers seeking innovation and new product success cannot afford to ignore the environment and do so at their peril. The provision of customer value is essential for positive financial performance. Thus, management needs to monitor environmental contexts so that they are able to adjust their investment in market orientation and the requisite processes that enable its implementation. Conversely, the effects of RO on performance are more robust across industry conditions, presenting an alternative avenue for management to achieve market superiority. The paper concludes with a review of theoretical and managerial implications to stimulate further debate.     

Is more supply chain integration always beneficial to financial performance?

While most studies argue that supply chain integration (SCI) has positive effect on financial performance, some literature cautions that SCI may impair financial performance under certain conditions. Our research extends this research stream by considering the adverse effect of SCI. In this study, we examine how supplier integration, internal integration and customer integration contribute to or impede firms’ financial performance and investigate the complementary roles of top management support in this process combining the resource-based view and transaction cost economics. Our findings from a survey of 195 firms in China indicate both favorable and adverse effects of SCI by showing an inverted U-shaped relationship between SCI and financial performance. Thus, either too little or too much SCI can impair financial performance. In addition, top management support can be considered as a complementary asset to SCI. This finding suggests that firms should focus on the important roles of top management support so as to improve financial performance through SCI more effectively. This study opens up new research avenues for SCI and suggests directions for future research and practice by exploring under what conditions SCI can help to improve financial performance.     

NSD Processes and Practices in Experiential Services*

This paper examines new service development (NSD) in a distinctive set of services: experiential services. Organizations delivering experiential services place the customer experience at the core of the service offering. They focus on the experience of customers when interacting with the organization rather than just the functional benefits following from the products and services delivered. Increasingly, organizations are recognizing that managing customer experiences is a powerful way of differentiating from competitors, establishing emotional connections, and increasing customer loyalty. Studying experiential services sheds light on this highly intangible type of services and, by representing an extreme end of the service spectrum, can advance the knowledge on the wider area of new product and service development. This paper addresses three research questions: (1) What are the processes and practices used in the development and design of experiential services? (2) How are these processes and practices similar to or distinct from established NSD practices? (3) How do these findings reflect on the wider area of NSD? The study concentrates on five dimensions of NSD: (1) the process; (2) market research; (3) tools and techniques; (4) metrics and performance measurement; and (5) organization. For each of these areas propositions are formulated and refined with empirical data. Using the case research methodology, empirical data were collected in 17 case companies: experiential service providers, design agencies, and consultancies known for focusing on the customer experience. The main method of data collection was interviews with those involved in experiential service design, such as founders, executives, or experienced designers. The case data revealed a number of practices specific to experiential services. These include a strong emphasis on gathering customer insights, in several cases obtained through empathic research and ethnographic research techniques. Other specific practices for experiential services include mapping customer journeys or touchpoints and storytelling. The case study companies also revealed a trade‐off between relatively formal, tight methodologies and more flexible, loose methodologies in NSD. More research is required to investigate the contingency factors surrounding tight or loose methodologies. The results also revealed the use of more broadly used NSD practices, such as a systematic NSD process, multiple performance measures, cross‐functional teams, and front‐line involvement. The observations from this study are captured in a set of seven propositions concerning NSD in experiential services. Reflecting on NSD in general, this study highlights the important role of service process innovation compared with service product innovation and the importance of continuous innovation requiring NSD processes and practices that are more flexible, iterative, and nonlinear. The study also supports the argument that different types of services may require different NSD processes and practices.     

Specific customer knowledge and operational performance in apparel manufacturing

Customer knowledge is an important organizational asset that can be exploited to yield competitive advantage to a firm. However, empirical research on the application of customer knowledge to improve operational performance has been lacking in operations management. In this study we explore how customer knowledge can be used to improve operational performance under a supply chain environment in the clothing industry. We first conceptualize the relationship between customer knowledge and operational performance and delineate their attributes based on a review of the pertinent literature. We then formulate several hypotheses based on past studies and interviews with experienced industry personnel. We develop a self-reported questionnaire to collect data to test the hypotheses. Finally, we conduct a number of regression analyses to identify the key attributes (constructs) of customer knowledge that have a significant impact on operational performance. This paper contributes to research by demonstrating that there are relationships between specific customer knowledge and different facets of operational performance, and provides practitioners in clothing manufacturing with managerial insights on how to leverage customer knowledge for operational performance improvement.     

Market frictions and the competitive advantage of internal labor markets

Research summary : We show that frictions in labor and capital markets can be a source of competitive advantage for affiliates of corporate groups over stand‐alone firms in environments where benefits from internal markets' flexibility are high. We argue that the advantage of flexibility in changing labor inputs is related to how difficult it is to change capital inputs. We predict that if substituting labor with capital is difficult, the group advantage of flexibly changing labor would be stronger in countries with high levels of financial development. Consistent with this prediction, we find a stronger competitive advantage for group affiliates in countries with rigid labor markets but flexible capital markets. In these environments, group affiliates are more prevalent and outperform stand‐alone firms in terms of growth and profitability. Managerial summary : This research shows that the capacity to redeploy workers across internal units of the firm can be a source of competitive advantage in countries that impose strict employment protection laws. We show that the strategic advantage of labor flexibility is affected by how difficult it is to change capital inputs and that labor flexibility is a stronger source of competitive advantage in countries where developed financial markets allow for more flexible capital adjustment. In these settings, strategies designed to lower costs of internal mobility (e.g., locations of greater geographic concentration between units and in regions with less competitive external markets), development of corporate culture supportive of frequent change, and personnel development through internal rotation can result in substantial financial payoffs. Copyright © 2015 John Wiley & Sons, Ltd.     

Product radicalness and firm performance in B2B marketing: A moderated mediation model

There has been ambiguity and controversy in establishing the links between the introduction of radical innovations and firm performance. While radical innovations create customer value and grow product sales, they are also fraught with uncertainty due to customer resistance to innovative products and significant costs associated with commercialization. This research aims to explain the contrarian findings between radical innovations and firm performance in a business-to-business (B2B) context by examining two mediating variables – new product advantage and customer unfamiliarity. Using a multi-informant approach, the authors collected survey data from a sample of 170 Spanish B2B firms engaged in new product development, provided by 357 managers. The authors find that, while new product advantage positively mediates the relationship between product radicalness and firm performance, customer unfamiliarity has a negative mediation effect on this relationship. Furthermore, the authors examine the moderated mediation effect by industry type, manufacturing vs. service, and find that it moderates the mediation of customer unfamiliarity: The negative impact of product radicalness on customer unfamiliarity is greater for manufacturing firms than for service firms. With these findings, the authors discuss implications for development and marketing of radical innovations and how those implications facilitate firm performance in the B2B context.     

Organizational structure,context, customer orientation,and performance: lessons from Chinese state‐owned enterprises

This study develops a model grounded in the contingency theory (i.e., context–structure–performance) applicable to Chinese state‐owned enterprises (SOEs). Using data from a sample of 205 industrial SOEs, the study shows that SOE growth performance relative to the industry is positively predicted by formal control, inversely predicted by decentralization, and positively predicted by the interaction of the two. Customer product knowledge utilization, unrelated to growth performance relative to the industry, is positively predicted by formal control and the interaction of formal control with decentralization. Foreign induced industry competitiveness, technological turbulence, size, and production technology routineness are treated as context variables and modeled accordingly. Copyright © 2003 John Wiley & Sons, Ltd.