Art of the possible or fool's errand? Diffusion of large-scale management innovation

Organizations are continually challenged to increase efficiency and improve performance despite frequent cuts to personnel and budgets. These challenges force organizations to identify, develop, and diffuse various management innovations. Diffusion efforts are often met by resistance, reluctance, or ambivalence, resulting in what many consider to be a fool's errand. While management innovation may not be the forte of large, bureaucratic organizations, we present a case study of a U.S. Air Force maintenance, repair, and overhaul organization that has recently, and successfully, diffused a large-scale management innovation. Results from the case study support the development of a diffusion of innovation framework that identifies important mechanisms associated with the acceptance, routinization, and assimilation of management innovation. The framework informs leaders of the diffusion process, while the recommended actions of relentless leadership, deliberate development of personnel, and enterprise involvement drive diffusion efforts and help leaders achieve desired results in innovation diffusion and associated performance improvement. Overall, we assert that the pursuit of management innovation is not necessarily beyond the art of the possible for business leaders.     

Celebrity chef adoption and implementation of social media,particularly pinterest: A diffusion of innovations approach

Pinterest research is beginning to emerge, in part due to the importance of visually stimulating photos within hospitality and tourism. Photos are popular with many chefs for marketing, with some actively using Pinterest and other social media. Some of the world’s top celebrity chefs are a growing phenomenon as influential leaders of their personal brand as well as other goods, services, and causes. This research reports on a pilot study of how celebrity chefs have adopted and implemented social media, especially Pinterest, using the Diffusion of Innovations as a theoretical framework. The study found that of the top 48 chefs, all adopted Facebook, closely followed by 47 adopting Twitter; just 17 adopted Pinterest. The chefs’ social media and Pinterest implementation varied widely. This study sheds insights about social media, particularly Pinterest, extends innovation diffusion research, and serves as a base for future research of both celebrity chefs and social media.     

Training in service – importing and imparting customer service culture as an interactive process

Customer service culture initiatives have received renewed academic attention. Recent surveys of employee responses have highlighted the importance of training. However, its precise nature and how messages and various responses are mediated through an interactive and dynamic process have been largely neglected. In addition, employees' experience of customer service as consumers and of its contradictions has yet to be fully explored in accounting for employee responses. In an effort to develop existing knowledge and models of customer service culture, these issues are addressed by drawing on observational research. Four training programmes are examined in varied contexts, including a UK call centre and a Malaysian bank. They reveal a dynamic whereby trainers' anticipation of employee attitudes such as cynicism and the immediate reactions and dialogue of trainees help shape both the service message and subsequent responses.     

The patterns of induced diffusion: Evidence from the international diffusion of wind energy

Recent years have seen growing academic interest in the concept of induced diffusion as efforts to address concerns about energy security and climate change have intensified. Research on induced diffusion explores whether policy tools or interventions can incentivise the diffusion of innovations. This body of literature has explored the effectiveness and efficiency of various policy interventions and as such has been mainly concerned with the determinants of diffusion. This paper is, by way of contrast, concerned with the patterns of diffusion when diffusion is induced. Drawing on the Bass and Davies models of innovation diffusion we develop a number of propositions that suggest that the patterns of diffusion are different when policy plays a role in the diffusion process. These propositions are then econometrically tested in the context of the international diffusion of wind energy in 25 OECD countries. We find that, as predicted, without effective and strong policy interventions, countries will have conventional logistic diffusion with very similar speeds of diffusion. However, as expected the patterns of diffusion take on a different functional form (Bass curve) when there is a strong policy inducement. We conclude by discussing the implications and limitations of these results and suggesting avenues for further research.     

The different roles of product originality and usefulness in generating word-of-mouth

This paper explores how the dimensions of new products, specifically, the originality and usefulness of the products, influence word-of-mouth (WOM). In four studies, using lab and field setups, we find that originality and usefulness have different effects on WOM. We show that consumers spread more WOM about original products, but the valence of what they say depends on the usefulness of the product. Therefore, originality enhances the effect of usefulness such that consumers spread relatively more and more positively valenced WOM about original and useful products compared to less original but equally useful products. Conversely, consumers spread more and more negatively valenced WOM about original products that are not useful compared to less original products with the same level of low usefulness. The results indicate that product originality should be managed carefully when developing and positioning new products. Although originality increases buzz, it might lead to negatively valenced WOM when the usefulness of the product is perceived to be low.     

Why the Generalized Bass Model leads to odd optimal advertising policies

We show that the optimal advertising strategy under the Generalized Bass Model (GBM) involves beginning at an extremely low level (the lower the better) and then increasing spending throughout the planning period. This strategy remains optimal in the presence of decreasing prices that affect both margins and diffusion speed. We provide a simple explanation for why this happens. We further show that the intuitively appealing patterns of continuous decrease or increase-then-decrease (both with an uptick towards the end) identified in earlier research are also possible as optimal dynamic advertising paths under the GBM structure, but only if the advertising at launch is constrained to be higher than a particular threshold, which we identify. The constraint necessary to generate intuitively appealing strategies lowers overall profits. Therefore, the GBM generates advertising policy recommendations that most marketers would deem odd. This casts doubt on the value of the GBM for normative purposes. Other existing diffusion models are preferred when seeking normative guidance on optimal dynamic advertising policies for new products subject to word of mouth.     

A model of multiple-unit ownership as a diffusion process

This paper develops and tests a new model for multiple-unit adoptions of durable goods based on the diffusion modeling tradition. Multiple-unit adoptions are a major component of sales for many consumer durable product categories. For instance, sales of multiple-unit adoptions for televisions have been higher than both first adoptions and replacement purchases since 1977, while for automobiles, they have represented more than 20% of sales since 1966 in Australia. The structural drivers of multiple-unit adoptions are quite different from either first purchase or replacement purchase. Hence, identifying and modeling the multiple-unit component of sales is important for aggregate sales forecasts. Moreover, consumer requirements for additional units of a product are likely to be considerably different than for the other components of sales (first purchases and replacement purchases). As such, the ratio of the first, multiple, and replacement sales components will strongly influence the product mix requirements of the market.

While forecasting and influencing multiple-unit sales are an important managerial issue, very little attention has been given to multiple-unit ownership in the diffusion modeling literature. The only model available was developed for the purpose of modeling relatively short-term behavior of multiple-unit adoptions, rather than the longer-term pattern of sales. We propose a model of multiple-unit adoptions as a diffusion process.

We apply the model to both color television and automobiles. Analysis of the model's long-term fit and forecasts in these applications provide support for the structure of the new model.     

A Welcome Revolution in Innovation

This review considers a major new book on von Hippel’s concept of user innovation. Von Hippel’s work has led to a welcome revolution in the economics of innovation. When producers are the innovators, there is an important difference in the interests of innovators and users. This can lead to dysfunctional innovation, especially in mature markets that are monopolised. In contrast, when users innovate, there are no such problems, as the innovator and the user are the same. User innovation can help enhance the power of innovation in wealth creation, and this edited collection helps to establish user innovation as a fully fledged field of the economics of innovation.     

城市科技创新人才政策扩散动力因素时空差异研究

科技创新人才是城市提升创新能力的核心资源,是科技进步的关键要素。科技创新人才政策作为城市争夺人才的工具,被各个城市广泛采纳和使用。以161个城市为研究对象,运用事件史分析方法,探寻城市科技创新人才政策扩散的动力因素并进行时空差异分析。研究发现,城市科技创新人才政策扩散具有双重动力因素：在需求拉动因素中,经济发展水平和财政收入是影响城市科技创新人才政策扩散的主要因素;在压力推动因素中,行政指令、府际竞争和社会舆论显著影响城市科技创新人才政策扩散;在政策扩散平稳增长期,双重动力因素共同作用于政策扩散过程,而在政策扩散加速和减速增长期,城市科技创新人才政策扩散动力因素存在差异;在东、中部地区,压力推动因素占据主导,而在西部地区,双重动力因素都发挥重要作用。     

Multinationals,labour management and the process of reverse diffusion: A case study

This paper investigates a form of diffusion largely overlooked in the literature, namely reverse diffusion, in which practices flow from the overseas to the domestic plants. It examines the process of this type of diffusion, focussing on the role of the HQ and the way in which plant managers are influenced by management at this level. Evidence is presented from a case study of a British MNC.