Improving Marketing's Contribution to New Product Development

In many firms, the marketing department plays a minor role in new product development (NPD). However, recent research demonstrates that marketing capabilities more strongly influence firm performance than other areas such as research and development. This finding underscores the importance of identifying relevant capabilities that can improve the position of marketing within the NPD process as part of the quest to improve innovation performance. However, thus far, it has remained unclear precisely how the marketing department can increase its influence on NPD to enhance a firm's innovation performance. The results of this study demonstrate that the relationship between marketing capabilities and innovation performance is generally mediated by the decision influence of marketing on NPD. In particular, both marketing research quality and the ability to translate customer needs into product characteristics serve to increase marketing's influence on NPD. This increased influence, in turn, positively contributes to overall firm innovation performance. Hence, these results show that in addition to having the appropriate marketing capabilities, the marketing department must achieve a status in which these capabilities can translate into performance implications.     

Task Conflict,Narcissism and Entrepreneurial Capability in Teams Planning a Business: A Moderated Moderation Approach to Explaining Business Planning Performance

Drawing on the dynamic self‐regulatory processing model of narcissism, we hypothesize that in teams planning a business, task conflict relates positively to business planning performance and that this link is reinforced by the team's narcissism. By integrating aspects of human capital theory, this brighter side of narcissism is amplified where the narcissism is aligned with entrepreneurial capability and the team members' belief in their entrepreneurial capability. The findings of the moderated moderation analysis examining 66 teams of entrepreneurship students support the study's assumptions and provide meaningful implications for social psychology and personality researchers in entrepreneurship.     

The need for services and technologies in physical fast fashion stores: Generation Y’s opinion

ABSTRACT

This study answers the question of in which services and technologies should fast fashion retailers with physical stores invest. Fifteen improvement options were identified through a literature review, corporate practice and expert interviews. Then, a sample of 255 members of Generation Y evaluated and classified these options as attractive, indifferent, must-be, one-dimensional, or reverse according to Kano’s approach using the segmented Kano perspective. Results show that Generation Y generally values service improvements (e.g. with respect to salesperson friendliness and competence) higher than technology improvements. However, this evaluation differs among customer segments: whereas quality-conscious fast fashion shoppers are mainly indifferent to technology improvements, other customer segments rate ‘3D Bodyscan’, ‘Barcode App’, ‘Click&Collect’, ‘iDressroom’, ‘iTerminal’, ‘Loc Aware App’, or ‘Self-Checkout’ as highly attractive.     

New firm survival: the interdependence between regional externalities and innovativeness

Small Business Economics - Many studies have shown that regional externalities play a crucial role for the survival prospects of newly founded companies. However, recent research provides evidence...     

Fast food,ads, and taste in a Russian child’s mind

Research demonstrates that brands can influence children’s food preferences and potentially contribute to unhealthy consumption patterns. This article extends this line of research by investigating the complex and interacting effects of food brand marketing on experienced taste. The empirical field in a remote Russian town enabled the assessment of branding effects when entering a newly established market. Examining the combination of various advertisement features with emotional brand elicitation, we derive hypotheses about the interplay of brands and advertisement components linked to the perceived taste of a fast food meal. In Novosibirsk, Russia, 778 children and adolescents aged 10–18 years were exposed to fast food advertisements with real and imaginary brand logos and varying advertising claims. The advertisements consisted of a warning, an exaggerated credence claim, or both. A subsequently offered fast food meal—a portion of French fries—was experimentally varied and prepared to be either healthier but less tasty and unsalted, or less healthy but tastier and salted. The findings verify strong and positive brand effects on children’s taste satisfaction. Warnings in advertisements “worked” only for novel fast food brands by negatively affecting taste satisfaction, but increased taste satisfaction when applied in advertisements for established brands. Single credence claims did not improve the taste experience, but counteracted the negative effects of warnings for novel brands. Finally, the established brand influenced taste satisfaction positively when the fries were saltier. The findings reveal various opportunities for fast food marketing to artificially create taste satisfaction for potentially unhealthy food. Public health strategies that focus on advertising claim restrictions should be reconsidered in the context of possible evasion strategies of the food industry and counter‐effects of warnings among strong fast food brands.     

Technological and organizational capital: Where complementarities exist

This study analyzes the complementarities between technological and organizational capital within enterprises. Different components of technological and organizational capital exert distinct—and often opposed—forces on each other. Our empirical results show that greater employee voice promotes firm productivity when combined with information technology, but harms firm productivity when combined with communication technology. On the other hand, flexible work design is positively associated with communication technology and negatively associated with information technology.     

Patentdimensionen und die Entwicklung und Herstellung von Corona-Impfstoffen

Wirtschaftsdienst - Hoffnungsträger zur Überwindung der Corona-Pandemie sind die potentiellen Impfstoffe. Um die Pandemie zu beenden, wäre ein weltweiter Einsatz dieser Impfstoffe...     

Estimating dynamic games of oligopolistic competition: an experimental investigation

We evaluate standard assumptions in the estimation of dynamic oligopoly models with laboratory data. Using an entry/exit game, we estimate structural parameters under the assumption that the data are generated by a Markov-perfect equilibrium and subsequently predict counterfactual behavior. If behavior was collusive, however, the assumption would be violated and one would mispredict counterfactuals. The laboratory allows us to compare predicted behavior to true counterfactuals implemented as treatments. Our main finding is that prediction errors due to collusion are modest in size. We also document a different deviation from equilibrium behavior (inertia) that can lead to large prediction errors.     

What is macroeconomic causality?

The paper aims to develop an adequate account of macroeconomic causality. It discusses the definition that is central to Woodward’s interventionist account and the definitions that can be extracted from Hoover’s remarks on privileged parameterization and from the potential outcome approach that Angrist and Kuersteiner have introduced into macroeconomics more recently. The definition to be defended can be regarded as the gist that is common to all three definitions when they are relieved of overly restrictive conditions. It says (roughly) that X causes Y if and only if there is a possible intervention on X that changes Y, where X and Y stand for macroeconomic aggregates, where an intervention is understood as a manipulation of an intervention variable I that satisfies conditions requiring that I be a cause of X, and that there be no confounders of X and Y, and where an intervention variable is either a variable or a parameter.     

Das Web als Fenster zum Kunden - Neue Regeln für neue Insights

Mit dem Paradigmenwechsel im Internet hin zu partizipativ angelegten Internetangeboten ergeben sich neue Chancen für eine bedürfnisgerichtete Marktforschung. Die Analyse der intrinsisch motivierten Beitr?ge von Verbrauchern in Blogs und Communities erlaubt einen neuen Zugang zu den tats?chlichen Episoden und Ritualen im t?glichen Leben der Kunden. So ergibt sich die M?glichkeit einer „netnografischen“ Identifikation von latenten Bedürfnissen. Eine systematische Herangehensweise liefert authentische Customer Insights.