Customer Involvement in Product Development: An Industrial Network Perspective

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 in

product development and using this framework for observing a pattern, and finding explanations and relating this pattern to how other firms are doing.     

How to Become Central in an Informal Social Network: An Investigation of the Antecedents to Network Centrality in an Environmental SCM Initiative

Environmental supply chain management (SCM) initiatives often evolve as informal, grassroots efforts that are driven by policy entrepreneurs at lower management levels in an organization. These individuals usually are not in positions of power or authority to convince others to support the initiative. They thus rely on central positions in informal networks to gain access to and influence over other employees to be better able to sell these initiatives. This study examines how individuals arrive at positions of centrality within the networks surrounding environmental SCM initiatives. Linking social network theory and social capital theory with findings from the organizational behavior and environmental arena, the study investigates how an individual's proactive personality and commitment profile—affective, normative, and continuance commitment—might affect network centrality through the mediating role of championing behavior. Investigating the implementation of an environmental SCM initiative at a multinational enterprise, the authors identified a 90‐actor social network surrounding the initiative. The results provide evidence that championing behavior fully mediates the relationship between commitment and network centrality and to a lesser extent between proactive personality and network centrality. These findings suggest that championing behavior can enable an actor to become more central in social networks. Further, the results indicate that in an environmental SCM context, engendering the right type of commitment is a much more important driver of championing behavior than the proactive personalities of individual actors. This finding suggests that even employees who do not have proactive personalities can champion environmental initiatives and become central within the informal networks that surround these initiatives, if they strongly desire to support the initiative and believe that the initiative will lead to positive change.     

Why did the electorate swing between parties during the Great Depression?

The Democratic Party's electoral success during the 1930s has long intrigued politicians and scholars. To gain new insight into that success, this paper examines the striking heterogeneity in county-level support for Roosevelt. Even though the Depression's effects and the New Deal's benefits were famously widespread, only some parts of the country responded with large and durable partisan shifts. One reason is that several factors, including pre-New Deal economic hardship, Dust Bowl conditions, and New Deal spending, appear to have had effects that were largely transitory (i.e., faded by 1940). A complementary reason is that swing electorates can, and did, swing both ways. By contrast, several other variables – notably economic and demographic factors discussed in the previous literature – are related to relatively durable shifts. Finally, heterogeneity in marginal responses may have mattered greatly to national-level Democratic success. By demonstrating which factors were transitory and which were more durable, this paper illuminates the New Deal Realignment and, more generally, the influence of economic conditions and distributive policy on voter behavior.     

Consumer workers as immaterial labour in the converging media markets: three value‐creation practices

This paper takes a practice‐based approach to consumer studies and focuses on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets. Based on a case study of a print media organization and its customers, the aim is to discuss the collaborative practices through which value is created in the market. By means of a textual analysis of online and interview data, three value‐creation practices are abstracted and illustrated: constructing a sense of belonging and collective identity, mutual helping and peer support, and building pride and self‐respect. Overall, the paper suggests that in global media environments, consumer‐customers are playing increasingly significant strategic roles in the practices and processes through which value is co‐created in the market. It is therefore concluded that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities needs to be problematized and the dynamic strategic roles that consumers currently play in the market need to be acknowledged and actively incorporated into the business praxis of media corporations.     

Market-oriented sustainability: a conceptual framework and propositions

Utilizing Resource-Advantage Theory as the underlying theoretical foundation and drawing on literature from a variety of disciplines, we develop a market-oriented sustainability framework. By incorporating sustainability into market orientation, the goal of strategic alignment of sustainability with marketing strategies is achieved to create a competitive advantage. Three constructs identified in the model are DNA, stakeholder involvement, and performance management. These three constructs are the drivers of sustainability. DNA is used as an extended metaphor to clarify and illustrate the workings of an organization and how sustainability may be implemented. This construct includes core ideology, dynamic capabilities, and societal engagement. The firm’s DNA is communicated to both internal and external stakeholders, and stakeholders’ concerns should be an influence on strategic marketing planning. Performance management is the third major construct in the model and includes corporate social performance and corporate financial performance metrics. Within the model explication, we offer propositions to support market-oriented sustainability research and provide directions for sustainability theory, research, and practice.     

The effectiveness of publicity versus advertising: a meta-analytic investigation of its moderators

This study provides an answer to the question whether and under which conditions publicity is more or less effective than advertising. Advertising refers to paid communication that identifies the message sponsor, whereas publicity is communication that secures editorial space in media for promotion purposes and does not have an identifiable sponsor. The primary advantage of advertising over publicity is the sponsor’s control over message content; its disadvantages are audience skepticism and lack of credibility. We investigate this trade-off between credibility effects and effects of recipients’ processing and evaluation of message content. Results of a meta-analytic structural equation model show that the positive credibility effect of publicity is on average about three times as strong as the information evaluation effect, supporting the overall superiority of publicity over advertising. This effect, however, is moderated by prior knowledge and only holds for products about which recipients lack prior knowledge. The effects change for known products when advertising becomes superior. The effectiveness of publicity depends on further moderating variables. In particular, academic studies tend to underestimate the true effects of publicity over advertising due to experimental manipulations. Campaigns that combine publicity and advertising weaken the effects of publicity, whereas advertorials (i.e., advertisements disguised as editorial material) are more effective, since they combine the advantages of both publicity and advertising. The results have theoretical and practical implications.     

Long-term forecasting of the development of Russia’s pension system: Factors and conditions

The problems associated with the reformation of the pension system have gained extreme urgency in the process of forming the long-term strategy for Russia??s socioeconomic development (until 2030), which is determined by the growth in its influence on the macroeconomic strategy. This paper gives an actuarial substantiation of the actual factors and conditions, on which the development of the pension system in the Russian Federation depends, and prospects for the stability of the pension budget based on insurance principles.     

Container storage and transshipment marine terminals

This study addresses the storage arrangement of transshipment containers on a container yard, in order to carry out efficiently the ship handling operations at a terminal where mega-containerships call. An optimization model is specified to investigate the flow of containers from the mega-containership to feeder ships using intermediate storage at the yard. A heuristic based on the lagrangian relaxation is formulated. The quality of the heuristic approach is tested in a number of experiments. In the experiments, various situations are analyzed with respect to mega-containership arrival rates, some strategies for stack arrangements and terminal layouts.