Customer solutions in the capital goods industry: Examining the impact of the buying center

Based on in-depth interviews with customers, this study explores the customers' view of relevant solution criteria in the capital goods industry. Our research examines (1) whether the initial four-process conceptualization of customer solutions also holds for this industry, or whether it has to be extended and (2) which criteria of the customer solution matter the most for each member of the buying center. This study reveals that customers purchasing solutions in the capital goods industry expect the provider to be excellent in terms of six customer/supplier relational processes, namely (1) customer requirements definition, (2) customization and integration of goods and/or services, (3) their deployment, (4) post-deployment support, (5) signaling activities, and (6) inter-process management. Moreover, we found that the relevance of these processes differs across the most important members of the buying center (users, buyers, and deciders) due to their specific organizational function.     

The role of program fairness in asymmetrical channel relationships

Managing distributor compliance with manufacturer-initiated programs is critical to both program success and relationship enhancement. This study examines how a manufacturer might better motivate distributors with varying levels of dependence. Previous research suggests that two variables influence distributor compliance: economic incentives and dependence dynamics. Drawing from fairness heuristic theory, this study extends previous research by investigating the role of fairness in affecting compliance and long-term relationships. The authors observe the contingent effect of fairness along various levels of distributor dependence. In the context of a naturally occurring program, the authors collect data from a focal manufacturer's distribution channel and find that (1) fairness perceptions have significant impacts on both compliance and relational outcomes, (2) the efficacy of program fairness declines as distributor dependence increases, and (3) distributor dependence increases the effect of economic incentives on compliance. The authors discuss the theoretical and managerial implications of these findings.     

To invest, or not to invest, in brands? Drivers of brand relevance in B2B markets

When allocating resources to brand investments, managers should consider the relevance of brands to the purchase decision process. Past research on consumer markets shows that brand relevance generally is driven by three functions: image benefits as well as information cost and risk reductions. This study is the first to investigate these underlying mechanisms of brand relevance in a business-to-business setting. Our main contribution is that, in contrast with consumer markets, brand relevance in industrial markets depends primarily on risk and information cost-reducing effects. Therefore, business-to-business firms should invest in their brands using tactics that support the reduction of risk and information search costs for customer decision making. This article also demonstrates that brand relevance differs across product categories, such that depending on the specific category, investing in brands may or may not be a promising strategy.     

The industrial brand personality scale: Building strong business-to-business brands

To remain distinct and build strong business relationships in a competitive business-to-business (B2B) environment, an increasing number of industrial marketers attempt to exploit the potential of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the authors introduce the concept of brand personality to industrial markets. Based on a series of qualitative and quantitative studies, the authors develop and validate an Industrial Brand Personality Scale. Furthermore, they examine whether brand personality perception differences exist among different types of industrial transactions and among different members in the buying center. The analysis yields a framework for theoretical discussion and provides B2B managers with a tool to build strong B2B brands in an increasingly competitive industrial market.     

Brands: Just for consumers? Introduction to the special issue on B2B branding

Although there is significant interest in branding in a B2C context substantially less research has been conducted in B2B marketing. The research in B2B marketing is somewhat fragmented and a research agenda to develop coherent models and provide guidance to practitioners is required. Despite the disjointed nature of the research in this area, B2B branding has been found to convey a number of benefits e.g. conferring uniqueness. This special issue consists of eleven papers covering a range of topics including brand alliances, brand personality, brand equity and brand relationships, brand identity, corporate branding and social media.     

Capabilities, innovation and competitive advantage

This special issue was aimed at advancing the literature examining the role of capabilities in innovation-based competitive strategy. Whilst the innovation literature has over the years moved away from its ‘product innovation’ pre-occupation to capture the role of other forms of innovation in value creation, the capability view has progressed from its ‘rigid’ or ‘static’ view to a ‘dynamic’ view in an effort to capture market dynamism. Despite the recent theoretical advancements the dynamic capability view still lacks a strong empirical base. Contributors to the capability literature over the recent years have adopted multiple research methods to capture capabilities that include cross-sectional designs, case studies and longitudinal studies. Within this backdrop, the articles that were selected for this special issue covers both conceptual and empirical approaches to examine the relationship between capabilities and technical and non-technical innovations and performance outcomes. This essay provides a future research agenda to advance this promising research field. It highlights the need for clearer conceptualizations and development of measures of dynamic capabilities, environmental conditions that underpin the development of dynamic capabilities within the firm and research into the much debated relationship between dynamic capabilities and competitive advantage and organizational performance.     

The growth dynamics of the Internet and the long wave theory

The phenomenal growth of Internet users is slowing down and we expect to approach a world limit in the next decade of about 14% of the world population. On the basis of a historical analysis this basic innovation is placed in the context of the Kondratieff cycles (K-waves) and the associated Generational-Learning model. A quantitative analysis using logistic growth curves allows us to evaluate its growth dynamics and to assert that the Internet is coming to the end of the 4th K-wave downswing or innovation structural phase and will then embark on the 5th K-wave upswing or consolidation structural phase. The debate about the future of the K-wave pattern is considered, specifically the factors bearing on the continuation or alteration of the pattern and the trajectory.     

Tourism theory and the earth

Given that tourism is an “earthly business”, why is it that the Earth rarely explicitly appears in tourism studies and tourism theory? In an attempt to grapple with this paradox, this paper seeks to contribute to a conceptual re-cognition of the Earth in tourism theory by probing some theoretical obstacles and possibilities. The paper demonstrates how the Earth has been conceptually erased in tourism theory by a privileging of the mapping of tourism and tourists onto the reference plane of the social. As an alternative the paper seeks to provide a geo-philosophically informed conceptualisation of the Earth as a primary plane of reference of which tourism is a particular form of de/re-territorialisation.     

Relational spatiality and resort restructuring

This study examines the extent to which relational spatiality is captured within coastal resort restructuring visions drawing on a detailed examination of Newquay, UK. It outlines the relevance of relational spatiality for spatial planning generally and coastal resort restructuring specifically. Then, utilising Healey’s (2004) conceptualisations of space and place, and employing content analysis of selected tourism strategising documents, it explores the treatment of space and place in Newquay’s visions for restructuring. It reveals the co-existence of Essentialist and Relational approaches to spatial planning, with greater emphasis placed on the former, whilst the latter is used primarily as a tool through which to extend the resort’s reach. Some implications for coastal resort restructuring in Newquay and elsewhere are highlighted.     

Residents’ support for tourism: An Identity Perspective

Studies on residents’ support for tourism have primarily been conducted in the developed world. This study analyzes community support in the island economy of Mauritius by testing a model based on the social exchange theory and the identity theory. The model proposes that the resource-based occupational identity, environmental identity, and gender identity of the residents influence attitudes to tourism impacts and support (behavior). Results indicate that one’s identity has a direct bearing on support, but may not always influence attitudes. Findings confirm the relevance of the social exchange theory and the identity theory in explaining community support for tourism in island economies. The study’s practical implications and limitations are discussed.