Moving from basic offerings to value-added solutions: Strategies, barriers and alignment

Commoditization erodes the competitive differentiation of companies and often leads to a profit squeeze. Existing literature recommends the transition from basic product offerings to service-based value concepts in order to regain competitiveness in such a context. This paper explores the concrete efforts of suppliers in the commoditized electro-technical industry to create new non-price-based customer value. In this paper, a taxonomy of efforts is developed which builds on the competitive strategy and strategic marketing literature. Our research identifies barriers to the market introduction of these new value concepts. Observations in this industry lead to a framework that (1) proposes alternative step-by-step strategies for making the transition from basic products to service-based solutions, and (2) offers alignment suggestions for overcoming identified barriers. Migration paths to introducing new service-based value concepts are incremental rather than radical, and managers should complement their market approach with (a) value chain actions to create multilevel industry support and (b) an organizational alignment approach.     

The blame game: An attribution theory approach to marketer-engineer conflict in high-technology companies

Marketer-engineer conflict is a pervasive and as-yet unresolved problem of critical importance to high-technology companies. This study updates and extends marketing literature by applying qualitative research methods including the critical incident technique to examine the causes of conflict between marketers and engineers in high-technology companies. Narratives from both marketers and engineers are interpreted from an attribution theory perspective as well as in the context of recent management research on interfunctional conflict. Results draw attention to a high proportion of personal attributions, indicating high levels of relationship-conflict; these results are in contrast to the task-conflict typically addressed by the marketing literature. Discussion highlights the changes in high-technology organizational culture since first by described by Workman 15 years ago [Workman, J. (1993). Marketing's limited role in new product development in one computer systems firm. Journal of Marketing Research, 30 (4), 405-421.], and recommendations for managers are offered.     

The roles of service encounters, service value, and job satisfaction in achieving customer satisfaction in business relationships

Along with variables like the service process, perceived service value and customer satisfaction, job satisfaction of service employees plays a vital role in customer evaluation of service result. However, there has been little in-depth research into the nature of this relation, in particular in the context of B2B relations. In the sphere of an organization providing financial intermediation services to the banking sector and on the basis of a literature review, hypotheses are developed which establish the mediator role of service value and the moderator role of job satisfaction of service employees when delimiting customer satisfaction. Reliability and validity analysis give satisfactory results and our conclusions establish firstly that service encounter directly and significantly affects perceived service value which is the final antecedent to customer satisfaction and secondly, that the level of employment satisfaction moderates its effect on service value.     

The internationalisation from a network perspective: A longitudinal study

This article explores a range of internationalisation options in terms of their adequacy in explaining the patterns of internationalisation undertaken by contemporary organizations. It is argued that there is a life cycle in the internationalisation of firms and that existing explanations of internationalisation cater for some, but not all, elements in this life cycle. The paper then outlines a longitudinal study of the internationalisation of an Australian firm from its early tentative involvement via export in the 1960's to its acquisition by an overseas firm in 2000. This study shows that network embeddedness appears to offer the most comprehensive explanation for the international life cycle of contemporary organizations.     

Making real money in virtual worlds: MMORPGs and emerging business opportunities, challenges and ethical implications in metaverses

Today, millions of people from around the globe play online role playing games (MMORPG), in which a large number of players interact with one another in a virtual world, either using their existing identities in the physical world, or more often than not, through new virtual identities that might not even be remotely linked to the identities of the players in the physical world. The number of users is growing at an exponential rate and we are probably on the verge of a new development that is going to be as significant as the Internet itself. This positioning paper will discuss the business opportunities and challenges of such a virtual world, that of Second Life, and will examine the resultant corporate social responsibility implications focusing on the ethical and policy-related ones. This will help to identify important research questions that need to be systematically addressed.     

A functional approach for studying technological progress: Extension to energy technology

This paper extends a broad functional category approach for the study of technological capability progress recently developed and applied to information technology to a second key case—that of energy based technologies. The approach is applied to the same three functional operations—storage, transportation and transformation—that were used for information technology by first building a 100 plus year database for each of the three energy-based functional categories. In agreement with the results for information technology in the first paper, the energy technology results indicate that the functional approach offers a stable methodology for assessing longer time technological progress trends. Moreover, similar to what was found with information technology in the first study, the functional capability for energy technology shows continual—if not continuous—improvement that is best quantitatively described as exponential with respect to time. The absence of capability discontinuities—even with large technology displacement—and the lack of clear saturation effects are found with energy as it was with information. However, some key differences between energy and information technology are seen and these include:

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Lower rates of progress for energy technology over the entire period: 19-37% annually for Information Technology and 3-13% for Energy Technology.

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Substantial variability of progress rates is found within given functional categories for energy compared to relatively small variation within any one category for information technology. The strongest variation is found among capability progress among different energy types.

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More challenging data recovery and metric definition for energy as compared to information technology.

These findings are interpreted in terms of fundamental differences between energy and information including the losses and efficiency constraints on energy. We apply Whitney's insight that these fundamental differences lead to naturally modular information technology artifacts. The higher progress rates of information-based as opposed to energy-based technologies follows since decomposable systems can progress more rapidly due to the greater ease of independent as opposed to simultaneous development. In addition, the broad implications of our findings to studies of the relationships between technical and social change are briefly discussed.     

Tracking emerging technologies in energy research: Toward a roadmap for sustainable energy

Science and technology for renewable and sustainable energy are indispensable for our future society and economics. To meet the goal of sustainable energy development, there is a growing body of research efforts world wide. The planner of energy research has to grasp the broader coverage of scientific and technological research, and make decisions on effective investment in promising and emerging technologies especially under circumstances of limited resources. In this paper, we track emerging research domains in energy research by using citation network analysis. Our analysis confirms that the fuel cell and solar cell are rapidly growing domains in energy research. We further investigate the detailed structure of these two domains by clustering publications in these domains. Each citation cluster has characteristic research topics, and there is a variety of growth trends among the clusters. By using citation network analysis, we can track emerging research domains among a pile of publications efficiently and effectively.