Reflections on longitudinal action research with the English National Health Service

This paper reflects on a longitudinal collaborative action research programme between the Centre for Research in Strategic Purchasing and Supply and the UK National Health Service Purchasing and Supply Agency that has operated since 1995. During the collaboration, research has changed practice and practice has changed research. A framework for analysing change is introduced as a means of examining how supply strategy has changed during the course of the research. The framework is applied to three supply strategy cases of prosthetics, clinical waste and cardiology, illustrating how practice and research have changed and influenced the production of knowledge over time. The methodological, theoretical and managerial implications of such longitudinal action research programmes are reflected on.     

If we label it, will they care? The effect of GM-ingredient labelling on consumer responses

More than 60% of foods in North American supermarkets contain GM ingredients. While North American consumers seem less concerned about GM foods than Europeans and Japanese, many consumer activists argue that consumers have a “right to know” if what they eat has GM ingredients. Will informative labelling of GM foods lead to major shifts in buying patterns? An experimental study found minimal effects of GM labelling overall but significant differential reactions to GM-labelled products across consumers with differing levels of consumer activism, perceived benefits of genetic engineering, and interest in novel foods with consumer benefits.     

Co-innovation in networks of resources — A case study in the Chinese exhibition industry

This work explores how network partners collaborate to innovate and innovate to collaborate and thereby achieve value. The innovation processes analyzed are within an IJV in the Chinese exhibition industry. The findings highlight that the IJV's development of a successful trade show resulted from effective co-innovation by partners which enabled the exploitation of opportunities in an industry characterized by rapid growth and continuing structural change. Partner co-innovation enabled evolving strategic and operational capabilities which has led to continued and growing market success. This co-innovation involved the targeted co-mingling of partner resources which creates value that motivated continued cooperation. The effectiveness of the partners' activities is evidenced by the growing size and prestige of their large-scale trade show as well as the expansion of the IJV into other endeavors. The paper concludes by considering the way these innovative processes can be applied in other contexts.     

Memory for implied versus directly stated advertising claims

An experiment tested young adults' memory for advertising slogans that either stated a strong claim directly or only implied the same claim by stating it in a much weaker form. Several advertising slogans were inserted into a story. There were two versions of each slogan, asserted and implied. The asserted version made a claim very directly and strongly (e.g.Alka-Seltzer stops common aches). The implied version only suggested the stronger claim (e.g. Alka-Seltzer helps lessen common aches ). Subjects read the story, which contained one of the two versions of each ad. After subjects finished reading the story, they were asked to recall all the brands and products. Then they performed a multiple choice task testing memory for the content of the advertising claims. While results showed no difference on the recall task, subjects on the multiple choice task frequently falsely recognized implied claims as asserted but seldom the reverse. Although they correctly recognized more asserted than implied claims, they were more confident in their correct memory for the implied claims. Results were applied to the problem of deceptive advertising.     

New technologies, employment shifts and gender divisions within the textile industry

This article examines the implications of the restructuring of the textile industry. In particular, the interlinked themes of technical change, employment restructuring and gender divisions are explored. The tensions which exist between production process and labour process transformations are considered, and a possible policy framework is offered.     

Book reviews

The Co-operation Phenomena: Prc)spects for Small Firms and the Small EconomiesDermont O'Doherty (Ed.)London, Irish Science and Technology Ajrency, Graham & Trotman, 1990, 270pp.

Flexible Manufacturing Technologies & International Competitiveness J. Tidd London, Pinter, 1991, ll3pp., £35.00.

Technology Strategy and the Firm: Management and Public Policy Mark Dodgson (Ed.)London, Longman, 1990, 252pp., £25.00 pb.

Computerization in Developing Countries: Model and Reality Per Lind London, Routledge, 1990, 175pp., £35.00 hb.

The Fifth Branch—Science Advisers as Policy Makers Sheila Jasonoff Cambridge, MA, Haroard University Press, 1990, 302pp., £22.50.     

Managing the environmental adaptation process in supplier–customer relationships

This paper details the results and managerial implications from four case studies, which examine how the environmental adaptation process (EAP) is managed within business‐to‐business relationships. The research uses models of supplier–customer interaction and inter‐organization cooperation in order to explore inter‐firm relationships and the process of adaptation. The research findings show that either party might pursue adaptations and also establishes features of the process itself as well as identifying factors that can facilitate or hinder the introduction of environmental changes. Arriving at a satisfactory outcome to the adaptation process can be determined by individual company and relationship characteristics, as well as the behaviour and experience of those managers involved in the process. Guidelines for the management of the process of environmental adaptation are proposed. Copyright © 2001 John Wiley & Sons, Ltd and ERP Environment     

Enacting risk reduction: an examination of the volitional stages of smoking cessation within Scotland

This study examines an extended version of the Theory of Planned Behaviour (TPB) in the context of nicotine replacement therapy (NRT) as an aid to smoking cessation. An attempt is made to address the intention–behaviour gap identified in the literature by specifically focusing on the role and interrelationships of volitional stages, namely intention, planning and anticipated effort. A convenience sample of 207 female smokers, aged 16–36, provided information about their views, attitudes and volitional behaviour regarding the use of NRT as an aid to smoking cessation. Results of this study show the TPB to be pertinent, accounting for 41% of the variance in intention to use NRT as an aid to smoking cessation. Furthermore, behavioural intention is found to mediate the relationship between the TPB antecedents (attitude, subjective norm and perceived behavioural control) and each of the two volitional elements, planning and anticipated effort. The implications of these findings are discussed.