A real options reasoning approach to hybrid vehicle investments

Long term increases of petrol prices and the threat of a global climate change have created in the automotive industry a new competitive environment based on the development of more sustainable technologies. Using the real option reasoning lens we provide a theoretical framework to better account for the technological and market uncertainties and irreversibilities that impact the investment and innovation decisions of automotive firms supporting the development of more sustainable vehicle technologies. We investigate the case of hybrid vehicles in a transitional perspective by insisting on their potential to influence the dynamic shaping of investment decisions of firms in the car industry. We consider the hybridization strategy as intra-project and inter-project compound growth options to manage the flexibilities and irreversibilities of investment decisions during the transition process. We provide four different-sometimes conflicting-strategic rationales structuring the investment efforts of firms in hybrid vehicles and illustrate them with numerous examples from the automotive industry.     

Developing transition pathways for a low carbon electricity system in the UK

This paper describes the approach to developing transition pathways for a low carbon electricity system in the UK, being pursued in a major new inter-disciplinary research project. The project aims (a) to learn from past transitions to help explore future transitions and what might enable or avoid them; (b) to design and evaluate transition pathways towards alternative socio-technical energy systems and infrastructures for a low carbon future; and (c) to understand and, where appropriate, model the changing roles, influences and opportunities of large and small ‘actors’ in the dynamics of transitions. The paper describes the approach, which builds on the work of Dutch researchers on transitions and transition management using a multi-level framework of niches, socio-technical regime and landscape, as well as on other parts of the innovation systems literature. It also describes its application to several outline transition pathways to a low carbon energy system in the UK. The pathways embrace both the evolution of the physical and institutional infrastructure changes and the roles of both large actors, e.g. multinational energy supply and distribution companies, national governments, major investors, and small actors, e.g. households, innovators and entrepreneurs.     

Future memories

Although the concept of foresight is now widely used by Anglo-American writers, the Romance-language countries have continued to refer to the concept of la prospective or prospectiva since the early 1960s. Despite cultural differences, the two concepts are very similar. Nevertheless, the author argues that prospective is closer to strategic foresight. The prospective attitude does not wait for change and then react; it aims to master expected change (preactivity) and to induce a desired change (proactivity). Preactivity is what guides all approaches to future studies, forecasting, scenario planning and foresight. Proactivity is more voluntarist, and aims to bring about the desired changes by means of strategic planning. This leads to a hopeful message: We just have to rethink the problems to move forward. The author highlights the enduring relevance of several key thinkers ranging from Saint Augustine and Seneca to Gaston Berger and Igor Ansoff. He emphasizes the importance of a collectivity's thinking together about the future and taking action. Overall the article pleads for rigor yet some common sense explains the utility of participatory foresight with simple tools (morphological analysis, prospective workshops). In conclusion, this article emphasizes two symmetrical errors: ignore the existence of a hammer when in front of a nail or consider every problem a nail because you have a hammer!     

Public sector corporate branding and customer orientation

The objectives of branding and marketing in the public sector can differ in nature from those in the private sector, to include an improved responsiveness to public needs, rather than an increase in customer numbers. In addition, the customer orientation (a disposition that will influence brand perception) of public services is often questioned. Drawing from prior work in the private sector on the relationships expected between employee and organization customer orientation (hereafter referred to as CO), corporate brand personality, and both employee and customer satisfaction, the authors propose a number of models. These models are tested using structural equation modeling on data from a study of the employees (n = 302) and customers (n = 200) of a public hospital. Corporate brand personality mediates the positive links between employee customer orientation (hereafter referred to as ECO) and satisfaction; ECO influences brand personality, which in turn influences satisfaction. However, while both the needs and enjoyment dimensions of ECO improve customer satisfaction, the former has an unexpected, negative effect on employees. Organization customer orientation (hereafter referred to as OCO) influences customer, but not employee, satisfaction. The paper discusses the implications for managing and researching corporate branding in the public sector.     

Multiple Criteria Assessment of Insulating Materials with a Group Decision Framework Incorporating Outranking Preference Model and Characteristic Class Profiles

We present a group decision making framework for evaluating sustainability of the insulating materials. We tested thirteen materials on a model that was applied to retrofit a traditional rural building through roof’s insulation. To evaluate the materials from the socio-economic and environmental viewpoints, we combined life cycle costing and assessment with an adaptive comfort evaluation. In this way, the performances of each coating material were measured in terms of an incurred reduction of costs and consumption of resources, maintenance of the cultural and historic significance of buildings, and a guaranteed indoor thermal comfort. The comprehensive assessment of the materials involved their assignment to one of the three preference-ordered sustainability classes. For this purpose, we used a multiple criteria decision analysis approach that accounted for preferences of a few tens of rural buildings’ owners. The proposed methodological framework incorporated an outranking-based preference model to compare the insulating materials with the characteristic class profiles while using the weights derived from the revised Simos procedure. The initial sorting recommendation for each material was validated against the outcomes of robustness analysis that combined the preferences of individual stakeholders either at the output or at the input level. The analysis revealed that the most favorable materials in terms of their overall sustainability were glass wool, hemp fibres, kenaf fibres, polystyrene foam, polyurethane, and rock wool.     

Broadening the scope of the resource-based view in marketing: The contingency role of institutional factors

Drawing on the resource-based view (RBV) of the firm and institutional theory, the authors propose and test an integrated model in an industrial marketing context that expands the boundaries of the RBV to incorporate institutional factors pertaining to societal and political issues. The rationale for taking such an integrated approach stems from the knowledge that firm performance can be explained better by incorporating not only the inability of managers to take particular actions but also their reluctance or unwillingness to pursue those behaviors. The authors develop an integrated model that tests (1) the direct effect of marketing institutional factors on the development of marketing RBV factors and (2) the moderating role of marketing institutional factors on the performance effect of marketing RBV factors. The empirical results indicate general support for the hypotheses, and this research provides several implications for broadening the scope of the RBV in marketing by underscoring how fit between marketing resources and the context in which those resources are deployed affects firm performance.     

The moderating effect of control systems on the relationship between commission and salesperson intrinsic motivation in a customer oriented environment

Using a social psychology theory, Cognitive Evaluation Theory (CET), the authors show how commission compensation can be viewed as a sales performance contingent reward and the extent of its use to reward performance, coupled with a sales control system, impacts salesperson intrinsic motivation in a relationship selling environment. In essence, the sales control mechanisms modify the impact of the commission based on whether it is perceived as controlling or informative. This is empirically tested using a sample of business-to-business salespeople. Partial support for three hypothesized relationships is shown providing preliminary evidence that CET is a way to study the integration of commission compensation rewards, sales control systems, and motivational impact. Implications of the findings for theory and for managers are considered, along with suggested directions for future research.     

An investigation of the influence of coping resources in salespersons' emotional exhaustion

Salesperson burnout continues to be a major concern among industrial marketing organizations. In this work, the authors examine whether certain coping strategies moderate the impact of work-related stressors on salesperson burnout; a previously unexamined area in the marketing literature. More specifically, this work examines if problem-focused coping and emotion-focused coping significantly moderate the impact of role stress (ambiguity, conflict) on feelings of emotional exhaustion in an industrial sales setting. Findings indicate that problem-focused coping strategies moderate the impact of role stress on salespersons' emotional exhaustion; actually reversing the overall impact from positive to negative. However, findings surrounding the moderating effect of emotion-focused coping are mixed, raising interesting questions for future research efforts.     

Expanding the sales professional's role: A strategic re-orientation?

Based in social exchange theory, this study empirically examines a model of salesperson participation in strategic communication activities. Results show that performance of sales professionals often stems from roles and activities that extend beyond the traditional selling function. Findings indicate that managers' orientation toward change, the firm's selling strategy, and salesperson's trust in their manager all play an important role in the salesperson's likelihood to engage in greater strategic communication activity. Participation in these activities is linked to individual selling performance. Thus, the study provides evidence that expanding the salesperson's role beyond the selling function can add firm value.     

Channel power, commitment and performance toward sustainable channel relationship

The primary purpose of this article is to expand our understanding of the sophisticated utilization of independent incentives and its influence on channel relationship commitment and performance toward sustainable channel relationship and competitive advantage. On the basis of a conceptual framework, this paper develops an analytical model to explore the correlations among channel power, relationship commitment and channel performance under the implementation of diverse independent incentives. The proposed model is empirically tested using LISREL and questionnaire survey data sampled from the liquid crystal display TV manufacturer-dealer channels of the optoelectronic industry in Taiwan. The results reveal that the sophisticated utilization of independent incentives through channel relationship commitment as the key mediator determines the channel performance; furthermore, relative to contractual incentives, relationship-building incentives appear to be more effective in promoting channel relationship commitment, thus leading to superior channel performance toward the ultimate goal of sustainable channel relationship management.