The importance of being first : The case of prescription drugs in Canada

There is a growing literature on the importance of being first, which suggests that where there is uncertainty about the product quality of late entrants' brands the pioneering brand will retain a competitive advantage. This is consistent with studies of the U.S. drug industry. Using Canadian data for the drug industry it is shown that eliminating quality differences is a necessary but not sufficient condition for late entrants to gain market share. In addition, price competition has to be stimulated. Under these conditions the late entrants have taken up to 100 percent of the pioneering brands market.     

Value innovation in business markets: Breaking the industry recipe

The industrial marketing as well as the strategic management literature stresses the importance of “value innovation” in order to create/sustain competitive advantage and to rejuvenate the organization.In the first part of this article the construct of value innovation is operationalized within the context of selected business-to-business markets. We report the results of an ongoing research project; starting from traditional ways of value creation, the study reveals different types of value innovation initiatives undertaken by industry participants. We observe, however, that networks, firms and managers are embedded in industry recipes. These recipes block the creation and realization of value innovation. Some firms are trying to break out of existing frames and their experiences pinpoint to specific ways of markets sensing, strategic marketing and different marketing-mix tools. As such, the research frames value innovation initiatives in the existing industry contexts and managerial frames, and identifies drivers, barriers and perceived success factors for the process of value innovation.The second part of the article then looks at the stages of value innovation and their impact on marketing, organizations and networks. Based on the data analysis, the paper posits propositions which stress the concept of “multilevel absorptive capacity”.     

A Consumer-Based Approach to Designing Product Line Extensions

A high proportion of new product introductions entail line extensions (e.g., new flavors, sizes, convenience packs, features) rather than totally new products. An attendant problem with line extending involves the possibility of cannibalization of the firm's current products. Paul Green and Abba Krieger describe an approach for designing line extensions that employs consumer tradeoff data and a variety of search heuristics to find "optimal" extensions that explicitly consider the cannibalization of current offerings. The methodology is applied to a case in which an agricultural chemicals firm is introducing a new soybean herbicide.     

Reassessing forest products demand functions in Europe using a panel cointegration approach

In a panel of European countries, we analyse paper products, sawnwood and wood panels consumption data. With this object, we use a classical demand model where national consumption depends on real GDP and real prices. In contrast to previous panel estimations in the literature, we highlight non-stationarity time series which can lead to spurious regressions. We explicitly take into account the issue by using recent panel cointegration techniques. Cointegration is present for printing paper and fibreboard, though less clear cut for other products. Then we estimate demand elasticities and find that GDP elasticities are significantly lower than estimates from the literature. Finally, we simulate the implications of modified demand elasticities by using a partial equilibrium model of the forest sector. For most products, changes in elasticities would lead to lower projected demand and lower prices over a 20-year time horizon. Lower demand for solid wood and wood fibre would lead to less tensions with fuel wood- and wood-based chemical markets. In a context of rising interest for renewable bio-based products, updated long-term demand models contribute to the analysis of the forest sector’s sustainability.     

Impact of individual market orientation on selling and customer orientation

ABSTRACT

We analyze the direct effect of individual market orientation on selling orientation-customer orientation of corporate insurance agents licensed in an emerging market based on the data collected using a random survey of corporate insurance agents in the Life Insurance sector in India. The results indicated that individual market orientation had a significant relationship with selling orientation, but the intensity was weak. However, causal relationship between individual market orientation and customer orientation was moderate. Future research should focus on analyzing the influence of the dimensions of individual market orientation on employee commitment, loyalty and should analyze the moderating effects of various associated variables. The findings indicate that efforts should be made to generate market-oriented behavior among individuals to propel selling orientation and customer orientation.     

Small Firms in Regional Clusters: Local Networks and Internationalization in the Southern Hemisphere

This paper reports on a three‐country comparative study examining the internationalization of family winemakers in distinct regional wine clusters of Argentina, Chile, and New Zealand. In‐depth interviews were conducted with owner–operators, to understand the drivers and barriers to internationalization of their businesses. Key findings reveal that while size and age are not determinants of the ability or propensity to export wine, the existence of an independent industry body has a positive impact and greatly speeds up the internationalization process, providing an effective route for small firms to establish their very often, relatively unknown brand(s) in lucrative foreign markets.     

Participatory budgeting,community engagement and impact on public services in Scotland

ABSTRACT

The institutional engagement and analysis needed to effectively integrate the requirements of equality legislation into participatory budgeting (PB) processes requires a transformational approach. Equality processes appear to exist in parallel with PB activity, rather than being operationalized as integral to the objectives and character of PB activity at local level. This paper proposes that PB and the Public Sector Equality Duty (PSED) in the Equality Act 2010 share a transformative intent and potential, but that this is undermined by siloed thinking on equalities and enduring discriminatory behaviour and practices. The paper concludes with propositions for aligning the conceptual links between equality and community empowerment and, thereby, participation in local financial decision-making in practice.