Organizational learning and market orientation: interface and effects on performance

This paper discusses the relationship between market orientation and organizational learning and, in particular, the former's contribution to the generation of double-loop learning. Although prior contributions on this topic have been controversial, the authors, departing from the principles of RBV, consider market orientation a resource capable of generating higher order organizational learning and, in this way, capable of additionally reinforcing firms' sustainable competitive advantage. The empirical study provides evidence on the existing relationship between a firm's learning and market orientation degree and the organization's economic and non-economic results. Findings indicate that learning orientation stimulates the market-oriented behavior and that it also positively affects the establishment of long-term relationships with strategic clients. Contrary to prior research a significant and positive effect on business performance is only contrasted in the case of market orientation.     

Global alliance networks: A comparison of biotech SMEs in Sweden and Australia

The role of networks in business operations is widely recognized. We discuss social network theory, identify its main constituents, and outline a methodology and procedure that enable the identification and valuation of informal networks in an international business-to-business environment. Research is carried on informal Internet networks among firms in the biotechnology industry from Sweden and Australia. We use the methodology to recognize salient nodes, determine prominence and identify structural holes that allow the unveiling of brokerage opportunities that lie latent in networks. Global firms and suppliers of industrial products that are or can position themselves effectively in a social network are in a position to leverage considerable value.     

Metatheory of network management: A contingency perspective

This paper introduces a metatheoretical, contingency-based framework of inter-organizational network management. We define four basic network management functions and suggest that they are universal to all inter-organizational networks. We argue that management tasks, derived from more general management functions and contingent upon network characteristics, differ according to network type. We further argue that the roles that different actors in a network can adopt depend on their resources and capabilities. The framework contributes to the emerging theory of network management by clarifying the connections between its different conceptualizations and layers. A clear implication of the framework is that it is fundamentally useless to argue that networks cannot be managed. Networks are being managed, all of the time. However, we agree that the extent to which networks can be managed differs from one network to another along with the managerial tasks employed.     

Twists and turns of triadic business relationship recovery

This study focuses on triadic business relationship recovery processes through a single case study. We address the question of what kind of process takes place when a business relationship on the verge of ending is recovered and what roles a third actor can play in the process. As a result, we model a process through which a triadic business relationship is recovered and attraction, trust, and commitment are restored.     

Case study research with moderate constructionism: Conceptualization and practical illustration

This paper develops a case study approach that builds on the foundations of moderate constructionism and abduction. We discuss the case study method and its role in industrial marketing, especially in business-to-business networks. Moderate constructionism is compared with realist, critical realist, and relativist approaches. We argue that moderate constructionism takes better into account the multiple constructed, community-bounded realities that all case studies inevitably deal with. The power of moderate constructionism to produce valid and generalizable new knowledge is critically assessed. We also address abduction in relation to induction and deduction and its role in the moderate constructionist research approach. Finally, we develop a process model, illustrated by a case study of a specific network in the pharmaceutical industry.     

Customer segments as moving targets: Integrating customer value dynamism into segment instability logic

Segmentation is a mature concept in marketing strategy that continues to receive significant attention from managers and scholars alike. The key goal in segmentation is identifying and reaching profitable segments with products and services that meet the common needs of these customers. However, a fundamental issue needing rigorous attention is that customers' needs are dynamic and can induce segment instability. The purpose of this paper is to draw focus to segment instability in business-to-business markets by conceptually exploring its theoretical underpinnings and integrating related theory on customer value change to propose an agenda for future research.     

Reconceptualizing professional service firm innovation capability: Scale development

Building on capability theory, this paper presents a reconceptualization of the innovation capability construct within a knowledge-intensive service context, specifically, professional service firms (PSFs). Employing a rigorous multi-stage scale development process we interviewed 37 participants and surveyed 463 respondents across a wide range of PSFs including lawyers, accountants, consulting engineers and management consultants. The results of exploratory and confirmatory factor analyses highlight the multi-dimensional nature of innovation capability within this context. Three dimensions were identified: client-focused, marketing-focused, and technology-focused innovation capability. We provide evidence of face validity, content validity, convergent and discriminant validity, nomological validity and reliability of our scale. Our scale offers a new way to measure innovation capability within PSFs and highlights the need to move beyond the narrow manufacturing mind-set focus of prior innovation research. Implications for theory and practice are discussed.     

Sales technology within the salesperson's relationships: A research agenda

The average cost of a sales call has declined approximately 15% over the past decade, while average salesperson compensation has doubled. These statistics illustrate an important benefit of technology: salespeople are more productive. To better understand the impact technology has played on sales and sales management, this paper examines the impact of sales technology from four perspectives: the salesperson, the field sales manager, the sales executive, and the customer. Noting that the needs and evaluations of technology vary, depending upon the functional position and viewpoint, a research agenda is offered that reflects these various perspectives.