The Effect of Provision Points on Generic Advertising Funding

Marketing Letters - Generic advertising promotes the general qualities of a product category and, therefore, benefits all firms in the category. Recent examples of such campaigns organized through...     

CASE: Mozilla vs. Godzilla — The Launch of the Mozilla Firefox Browser

The case describes an interactive marketing campaign used to launch the open source, Mozilla Firefox browser. The case highlights key features of the campaign and the facilitating conditions that enabled product success. The sustainability of the community marketing effort in light of product maturation is the central marketing challenge that the organization now faces.     

Towards a model of dynamic capabilities in innovation-based competitive strategy: Insights from project-oriented service firms

With the growing significance of services in most developed economies, there is an increased interest in the role of service innovation in service firm competitive strategy. Despite growing literature on service innovation, it remains fragmented reflecting the need for a model that captures key antecedents driving the service innovation-based competitive advantage process. Building on extant literature and using thirteen in-depth interviews with CEOs of project-oriented service firms, this paper presents a model of innovation-based competitive advantage. The emergent model suggests that entrepreneurial service firms pursuing innovation carefully select and use dynamic capabilities that enable them to achieve greater innovation and sustained competitive advantage. Our findings indicate that firms purposefully use create, extend and modify processes to build and nurture key dynamic capabilities. The paper presents a set of theoretical propositions to guide future research. Implications for theory and practice are discussed. Finally, directions for future research are outlined.     

Incentive Complementarity in China’s Rural Enterprises

Complementarity between incentive instruments is a central theme of theoretical research in industrial organization. However, despite its importance, empirical evidence on the existence of complementarities is limited. We identify complementarities between incentive mechanisms using a dataset on rural firms in China. Using a panel regression framework, we confirm that significant complementarities exist in terms of the impact of incentive instruments on the performance of firms. In order to evaluate the robustness of our results we account for unobserved differences in firm quality using fixed effects and instrumental variables regressions. Support for the complementarity hypothesis is found after controlling for unobserved heterogeneity.     

Improving inventory management in the retail store: The effectiveness of RFID tagging across product categories

While there is a growing body of evidence that Radio Frequency Identification (RFID) tagging can be effective in improving inventory management in the retail store, retailers have little guidance on best practices for implementation. One important unresolved issue is whether tagging is equally effective across different product categories, and if there is a way to predict which categories are better candidates for deployment. We conduct a field experiment comparing the improvement in inventory record accuracy before and after implementing RFID-enabled adjustments to the inventory management system. We find evidence that the effectiveness of RFID tagging is not homogenous for all products. Reductions in the percentage of stockouts ranged from 21% to 36%, depending on category. Categories that are most likely to see a decrease in stockouts, thanks to RFID, have a greater turnover, greater sales volume, greater product variety, lower item cost, and greater inventory density. We draw inferences for retail supply chains which are considering how best to allocate their resources in the most effective manner.     

CAPITAL FORMATION AND THE INTERNET

The Internet is expected to play a significant role in the capital-raising process. Internet investment banks like Wit Capital and WR Hambrecht are supposed to make the IPO process more equitable by giving retail investors access to deals and pricing deals more accurately, thereby leaving less money on the table and lowering the cost of going public.
This article argues that the Internet will not replace, but will likely supplement, the current system. The certification function provided by traditional investment banks and their relationships with institutional investors will continue to be important determinants of a successful offering. Thus, although Internet banks will get pieces of IPO transactions, the lead managers of such deals will continue to be older firms with well-established reputations and ties with institutions.
Nevertheless, the Internet is expected to play a larger role in the case of public bond offerings. Because the issuance of bonds is a repetitive business and the pricing is much simpler, the authors predict that the Internet will significantly reduce the costs of issuing bonds and perhaps limit the role of traditional investment banks in this process.     

Evaluation of supplier capability and performance: A method for supply base reduction

Development of partnership with suppliers is widely recognised today as a potent tool for supply chain improvement. To develop an effective partnership, it is necessary to have a small supply base and an effort to reduce the supply base to a manageable level. Despite its overwhelming importance, models of supply base reduction are rare. Supplier sorting methods, used for pre-selection of suppliers and sometimes seen as methods for supply base reduction, have limitations ranging from (1) requirement of an exhaustive database of historical information (case-based reasoning), (2) inability to predefine the number of elements in a cluster (cluster analysis) and (3) inability to identify suppliers who are both highly capable as well as high performers (data envelopment analysis). In the present work, we develop a systematic framework for carrying out the supply base reduction process. The study assumes two important dimensions of suppliers—performance and capability. Performance of a supplier represents short-term effects on the achievement of supply chain objectives while supplier capability indicates long-term effects. Many of the performance and capability factors are imprecise in nature. In order to account for the imprecision involved in numerous subjective characteristics of suppliers, we use fuzzy set approach to measure the imprecision of these factors and rank a potential list of suppliers against their performance and capability. We then display their ranks in a ‘capability–performance matrix’ that helps a decision maker arrange the suppliers in decreasing order of preference. The desired numbers of suppliers are finally selected on the basis of this ordered list. The suggested framework will be of immense help to the practising managers in reducing the supply base—a prerequisite for building a strong supplier partnership and developing an effective supply chain.