Marketing capabilities and innovation. How do they affect the financial results of hotels?

From the point of view of firms’ managers, the knowledge of the factors which explain their firms’ financial results is considered of great usefulness to propose the most appropriate and profitable marketing strategies and actions. This research sets out from this central idea and proposes a model of relationships that considers the marketing results, the marketing capabilities, and the innovation capability as key factors for achieving good financial results. This model is verified via an empirical investigation carried out among 200 directors of hotel establishments in Andalusia, a region in the south of Spain which is one of the country's main tourist destinations. The results indicate that innovation capability is strongly conditioned by marketing capabilities and resources and that this innovation capability affects the financial results of the firms analyzed. Likewise, it is deduced that a market-oriented management philosophy contributes to the development of these marketing capabilities. The implications for management are considered very relevant as they must lead these firms to invest in the development of marketing resources and capabilities, and apply a market-oriented management philosophy if they wish to improve their financial results.     

A framework for strategy formulation in sustainable supply chains: a case study in the electric industry

The aim of a sustainable supply chain is the strategic integration of all social, environmental and economic goals within an organization, through a systematic coordination of key business processes in order to improve the long-term economic performance of a company and its value chain. This paper describes a new methodological approach to support the strategy formulation process in sustainable supply chains. The proposed methodology combines three analytical tools (analytic hierarchical process, fuzzy multi-objective optimization, and clustering methods) within a strategy formulation process, integrating the competitive and corporative strategies with the supply chain strategy on the basis of sustainability. A case study in the Mexican Federal Commission of Electricity Gulf-Center Distribution Division shows the capability of our proposed framework. This company is large and complex enough to encompass the whole issue of the supply chain. Results indicate that our methodology is a valid decision support tool to formulate a set of sustainable supply chain strategies, and it is able to generate a coordinated strategy for the management of a sustainable supply chain.     

What is going on when nothing is going on? Exploring the role of the consumer in shaping waiting situations

Research on waiting in services focuses mainly on the role of companies in waiting situations. Much of the existing research envisages the consumer as a passive victim of the delays caused by companies. This article redresses the imbalance in research on waiting by exploring the role of consumers in waiting situations. A qualitative methodology is used, involving data collection through in‐depth interviews and personal diaries, to facilitate an in‐depth analysis of consumers’ waiting experiences. Additionally, a holistic approach is employed with a view to examining the ‘whole’ waiting experience rather than individual or isolated aspects of waiting. The main finding of the study is that consumers play an active and deliberate role in waiting situations. This is the first study to empirically identify the behaviours and initiatives undertaken by consumers when forced to wait for services. The results suggest that consumers play an active role in organising and reducing the real or perceived waiting time. They actively seek information on the length and causes of the wait. And, on occasions, the consumer may also be the cause of the wait or may even increase the delay by their actions. In contrast to most of the existing research on the topic of waiting, this study adopt a qualitative, in‐depth approach, with a multicultural sample, and a focus on the consumer whose role in waiting has previously been overlooked.     

Trading activities,productivity and markups: Evidence for Spanish manufacturing

This work analyses the firms' internationalisation strategies of importing intermediates and exporting output, and the potential rewards of these activities in terms of total factor productivity (TFP), as a proxy for marginal costs, and markups. It further deepens into the study of the relationship between internationalisation strategies and markups by disentangling whether it operates through affecting firms' marginal costs and/or firms' prices. The panel database employed in this paper is the Spanish Survey on Business Strategies (ESEE) for the period 2006–14. Results in the paper distinguish between SMEs and large firms and indicate that there is high persistence in the performance of these activities and in firms' TFP and markups. For SMEs, we obtain rewards from importing inputs as well as exporting output in terms of TFP and markups. For large firms, we obtain rewards in TFP from the importing activity and rewards in markups from the exporting activity. Finally, we find evidence that the effects of internationalisation strategies on markups are due to both a price channel and a marginal cost channel.     

The importance of packaging in purchase and usage behaviour

This study's primary objective is to analyse how consumers evaluate product packaging in two distinct phases of the consumer decision‐making process: at the moment of acquisition and post‐consumption. The packaging's technical, functional and informative attributes, as well as its influence on satisfaction and loyalty, were evaluated. An empirical study was conducted with a product of immediate consumption, milk, using four versions of packaging and a total sample of 265 family units. The model was evaluated using partial least squares (PLS), and differences were compared using variance analysis. The results demonstrate the most and least valued attributes, the primary differences between the four types of packaging, and the perception generated at each moment. The research provides interesting theoretical and empirical perspectives and has business implications for marketing directors and product managers.     

How to encourage social innovations: a resource-based approach

During the last decade, social innovation has emerged as an outstanding topic for scholars, businesses, and public institutions. This growing interest is due to its potential positive effects on well-being and sustainable development. This study analyzes social innovation under the umbrella of the transformative service research framework. Adopting a resource-based perspective, the research attempts to determine whether the deployment in service organizations of two types of factors that support dynamic capabilities, i.e. internal market orientation, and information and communication technology competence, impacts the extent to which these organizations develop different kinds of product, process, marketing, and organizational social innovations. The study also assesses the impact of these innovation activities on the organization's transformational performance in terms of increased access to new targets. Empirical research is based on a two-step survey to a sample of Spanish nonprofits (particularly, a representative sample of foundations), since the nonprofit sector provides services that possess inherent transformational characteristics. Results confirm the expected positive effects of these two factors on social innovation and performance, and provide several guidelines for implementing social innovations in service industries.     

The role of the brand in driving online loyalty for multichannel retailers

Multichannel retailers offer shoppers the possibility to cross channels to complete their shopping process. Multichannel retailers, unlike pure online sellers, offer shoppers multiple contact points to experience the brand. Also, multichannel retailers can leverage the trust and attachment to their brands that has been built with their offline presence to drive customers to buy online. Our paper explores the role of the customer relationship with the brand, with variables such as brand trust, brand attachment and length of brand relationship, as drivers of loyal behaviours towards the online channel. We compare the impact of these variables with those of the technology acceptance model. Multiple linear regression analysis is applied to data collected through a survey answered by 1533 multichannel retail shoppers in two product categories (apparel and consumer electronics) in two countries (UK and Spain). Our findings show that both brand trust and brand attachment have a positive impact on loyal behaviours towards the online channel, and that different loyalty behaviours, i.e. purchase intentions, word of mouth and electronic word of mouth are explained by different variables.     

Knowledge acquisition and corporate entrepreneurship: Insights from Spanish SMEs in the ICT sector

The contingent perspective on the corporate entrepreneurship–performance relationship has focused mainly on the influence of factors either environmental or internal to the organization. Only recently have researchers turned their attention to the relational context and specifically to inter-organizational alliances’ potential to influence this relationship. Our paper analyzes how knowledge acquisition from alliances affects the corporate entrepreneurship–performance relationship in a sample of Spanish SMEs from the Information and Communication Technology sector (ICT). The results obtained show that both corporate entrepreneurship and knowledge acquisition have a positive influence on performance but that the moderating effect of knowledge acquisition on the relationship between corporate entrepreneurship and performance is negative and it varies depending on the level of knowledge-based resources of the firm.     

Improving the effectiveness of academic-business models: an analysis of obstacles in R&D activities in service industries

This study aims to analyze how obstacles to industry–university relations affect the success of their cooperation models, using a sample of collaborations coordinated by the Technological and Industrial Development Center (CDTI) in research and development activities in service industries. The results show that for the industry partner the key considerations affecting the dynamics of cooperation with research organizations are missed deadlines and problems associated with the appropriation of results. The importance of these obstacles also has a negative effect on success, especially in aspects related to the results of the project and its overall performance.