高技术企业多元化战略对创新持续性的影响——动态能力的调节作用

基于资源基础理论和持续创新内生机制，利用435家高技术企业2010—2018年面板数据，对多元化战略对高技术企业创新持续性的影响进行探究。结果表明，产品多元化与创新持续性呈正U型关系，技术多元化对创新持续性具有正向促进作用，产品多元化与技术多元化协同效应对创新持续性具有负向影响；动态能力强化了产品多元化与创新持续性之间的正U型关系，并正向调节技术多元化与创新持续性之间的关系。在动态能力调节作用下，高技术企业产品多元化与技术多元化协同效应对创新持续性具有正向影响。     

Out-of-stock justifications and consumers’ behavioral outcomes– exploring the role of product type and sales level information in out-of-stock situations

The present study extends prior research on stockouts by examining how product-related attributes interact with OOS justifications to influence consumer responses to stockouts. Drawing from Out-of-stock (OOS) literature, this study investigates how perceived popularity, perceived uniqueness, negative affect, and behavioral outcomes are influenced by out-of-stock justifications, product type, and sales level. Two scenario-based experiments and two field studies are conducted in which the cause of the stockout, product type, and sales level are manipulated at different levels. The results of the studies provide the following primary insights- 1) Consumers infer popularity of the product when the product is OOS due to high demand or when the sales level is high 2) Consumers infer uniqueness of the product when the product is OOS due to short supply but not when sales level is low 3) As the perceived popularity of utilitarian products or the perceived uniqueness of hedonic products increases, consumers' propensity to switch stores to purchase the OOS products increases 4) Consumers’ intention to spread negative word of mouth decreases when the cause of OOS or a high sales level is specified. Retailers can influence behavioral outcomes by specifying the cause of stockout tailored according to the type of product, or by providing sales level information.     

Product line transformation,foreign sales,and firm value: Evidence from COVID-19 pandemic governance in urban China

Using a sample of Chinese firms, we examine stock market reaction to firms that announce a change in their product lines to those related to COVID-19 management (medical masks and ventilators, among others). We find the market reacts positively to the announcements. In addition, when a firm ordinarily has a large share of export sales, the stock market reaction is more salient, indicating that export sales provide a certification effect that positively signals investors. Additional analysis on moderating effects suggest that, conditional on foreign sales, prior experience with medical product lines or less uncertainty about supply availability enhances the cumulative announcement returns (CARs), while the adverse impact of firm size on CAR magnifies.     

Multi-criteria analysis of economic complexity transition in emerging economies: The case of Paraguay

Like many emerging economies, the productive structure of the Paraguayan economy is not complex. It relies extensively on low value-added activities in the primary sector such as agriculture and cattle ranching. These activities have a lower return in terms of economic and social benefits than other potential productive activities and do not contribute to increasing capability accumulation. In this paper we present a tool to support the identification of strategic sectors and products which if taken advantage of, could leverage development through the accumulation of productive capabilities. Our guiding question is: Which productive sectors should be promoted to foster economic development in Paraguay through a transition towards a more complex economy? To answer this question, we use concepts from the Economic Complexity theory to identify new products and cluster them based on the Product Space methodology for the determination of potential products and combine it with the Analytic Hierarchy Process (AHP) for multicriteria analysis considering multiple criteria. In doing so, our proposed methodology contributes to both the Economic Complexity and the AHP literature. Through this combination, we tackle the multiplicity of juxtaposed criteria, which should be considered at the prioritization stage in the crafting of economic restructuring measures according to the country's capabilities. Our evaluation showed that the combination of the approaches is useful, and for Paraguay's case, it helped identify sectors, which, if promoted by policymakers, could help boost economic development through complexity and capability accumulation.     

产品差异与技术差距影响研发溢出的理论探讨

在传统研发溢出效应假设基础上，通过技术差距将溢出效应与产品差异有机联系起来，并通过构建双寡头企业两阶段博弈模型对研发卡特尔、生产卡特尔、完全合作等不同形式合作联盟的均衡水平和福利变化进行分析比较。研究证实：当企业间技术差距较小时，完全合作或研发卡特尔能有效提高企业利润和社会福利；而当技术差距较大时，研发阶段的合作不仅无法激励企业进行研发投入，还会抑制企业创新的积极性。此外，与完全合作相比，局部合作具有更强的稳定性和可持续性，尤其是在产品差异程度较大的情况下，研发卡特尔最为稳定。     

The aesthetic fidelity effect

Product aesthetics is a powerful means for achieving competitive advantage. Yet most studies to date have focused on the role of aesthetics in shaping pre-purchase preferences and have failed to consider how product aesthetics affects post-purchase processes and consumers' usage behavior. This research focuses on the relationship between aesthetics and usage behavior in the context of durable products. Studies 1A to 1C provide evidence of a positive effect of product aesthetics on usage intensity using market data from the car and the fashion industries. Study 2 corroborates these findings and shows that the more intensive use of highly aesthetic products may lead to the acquisition of product-specific usage skills that form the basis for a cognitive lock-in. Hence, consumers are less likely to switch away from products with appealing designs, an effect that is labeled as the ‘aesthetic fidelity’ effect. Study 3 addresses an alternative explanation for the ‘aesthetic fidelity effect’ based on mood and motivation but finds that the ‘aesthetic fidelity’ effect is indeed determined by usage intensity. Finally, Study 4 identifies a boundary condition of the positive effect of product aesthetics on product usage, showing that it is limited to durable products. In sum, this research demonstrates that the effects of product aesthetics extend beyond the pre-consumption stage and have an enduring impact on people's consumption experiences.     

More than meets the eye: The functional components underlying influencer marketing

Influencer marketing is the practice of compensating individuals for posting about a product or service on social media. Influencer marketing is on the rise, and many marketers now plan either to start using influencers or to increase their use of them in their media mixes. Despite such growth, relatively little strategic or academic insight exists that is specific to influencers. In this article, we describe the roots of influencer marketing and the many different types of influencers that now exist. We identify influencers’ three functional components: the audience, the endorser, and the social media manager. We then detail for each of these components the different sources of value influencers potentially offer marketers. We draw on relevant academic research to offer advice about how to leverage each component strategically. We close by describing how the interplay of these functional components makes influencers a potentially powerful—and undervalued—marketing tool.     

Disruptive framing in value creation and price setting: Transforming value with strategic frames of reference

Framing in business is frequently found in the digital economy with dramatic and innovative new products and disruptive value propositions. However, framing in business is not an exclusively digital economic strategy. Creating or revising frames of reference, value propositions, and pricing based on either new or newly framed offerings is a basic strategy skill that brings new differential value creation to customers and new price-setting models to firms. In this article, I define framing and explain its influence on managerial cognition as well as its application to value-based marketing and price setting. Using economic value theory and behavioral economics, I propose steps managers and decision makers can take in an effort to achieve framing innovation as a way to leverage the disruptive competitive advantages that flow from strategic frames of reference in the marketplace.     

When less is more? The contingent effect of product supply limitation in the release of new electronic products

In the market of consumer electronics, firms often limit their product supply to create a scarcity effect to entice consumers to buy their product. However, the outcome of such a strategy is not always desirable. In this study, we propose the product configuration level as a contingent variable that works with the supply level to affect the outcome of a supply limitation strategy. With a vignette-based experiment, we find that for a product with a superior configuration, consumers' purchase intention is boosted only if the supply is very limited. For a product with an inferior configuration, however, the supply limitation strategy does not work at any supply level. Therefore, the supply limitation strategy works only for a superior product configuration and at a fine-tuned supply level.