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排序方式: 共有151条查询结果,搜索用时 10 毫秒
1.
Kwaku Atuahene‐Gima Stanley F. Slater Eric M. Olson 《Journal of Product Innovation Management》2005,22(6):464-482
While the benefits of being market oriented are largely accepted, a group of scholars and managers remain skeptical. Marketing scholars have sought to counter the criticisms leveled against market orientation (MO) by arguing that it has both responsive and proactive dimensions. However, few studies have empirically examined the complexity of the effects of these dimensions on firm performance. Drawing on theories of resource‐based advantage and organizational search behavior, this article advances understanding by arguing that responsive and proactive market orientations have curvilinear effects on product development performance, that their interaction may be positively related to product development performance, and that their effects on new product program performance are moderated differentially by the organizational implementation conditions and marketing function power. Survey results of 175 U.S. firms indicate support for most of the hypotheses. Specifically, whereas responsive MO has a U‐shaped relationship with new product program performance, proactive MO has an inverted U‐shaped relationship with new product program performance. Contrary to the arguments presented here, the interaction of both orientations is negatively related to new product program performance. This study finds that both orientations are needed; however, new product program performance is enhanced when one is at higher level and the other is at lower level. Finally, responsive MO is only positively related to new product program performance under specific conditions such as when strategic consensus among managers is high. On the other hand, the positive effect of proactive MO on new product program performance is further strengthened when learning orientation and marketing power are high. Overall, this study suggests that the effects of responsive and proactive MO on new product program performance are more complex than previously theoretically argued and empirically examined. 相似文献
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Drawing on configuration theory, we develop and test a model which posits that overall firm performance will be influenced by how well the marketing organization??s cultural orientation (i.e., market, adhocracy, hierarchy, or clan) complements alternative business strategies (i.e., Prospector, Analyzer, Low-Cost Defender, Differentiated Defender) after controlling for other, key firm-level variables. Responses from a sample of senior marketing managers provide partial support for the model and demonstrate that high-performing businesses of one strategy type have a different cultural orientation than high-performing businesses of the other strategy types. And, contrary to previous research, the results of this study show that each of the cultural orientations may play a role in creating superior performance. We conclude with a discussion of the implications for scholars and for managers. 相似文献
4.
On the importance of matching strategic behavior and target market selection to business strategy in high-tech markets 总被引:1,自引:0,他引:1
Stanley F. Slater G. Tomas M. Hult Eric M. Olson 《Journal of the Academy of Marketing Science》2007,35(1):5-17
Business strategy is fundamentally concerned with the actions required to create superior customer value in the firm’s target
markets with the ultimate goal of achieving superior performance. Marketing theory suggests that two critical marketing activities
required to achieve this end are: (1) the adoption of appropriate strategic behaviors (i.e., customer-oriented, competitor-oriented,
technology-oriented) and (2) targeting of the appropriate market segments (i.e., innovators, early adopters, early majority,
late majority, laggards). This study builds on prior research which demonstrates that the strategic behavior—firm performance
relationship is contingent on the firm’s strategy by examining this relationship in high tech markets and by considering the
incremental contribution of appropriate target market selection. Responses from 160 senior marketing managers in high-tech
firms reveal strong support for our framework. Thus, this study provides useful guidance to executives and managers in high-tech
firms regarding the steps that they should take to increase their probability of success.
相似文献
Eric M. OlsonEmail: |
5.
Paulette Olson 《Journal of economic issues》2013,47(1):302-305
6.
Karne Kozolanka John Olson 《International Journal of Technology and Design Education》1994,4(3):209-225
Science and technology teachers create microcosms of the world beyond school as responses to perceived student needs. The focus of these microcosms for both science and technology classrooms was less of a concern for work preparation than for the development of social and intellectual habits. All of the teachers have strong views of the virtues of civil daily life and what it might take for their students to live the good life. The practical capability the teachers want their students to have transcends the instrumental to become moral. 相似文献
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Brian G. Feagan Chris M. Kozma Terra L. Slaton William H. Olson 《Journal of medical economics》2014,17(12):872-880
Objective:The objective for the research was to evaluate the direct healthcare costs for Crohn’s disease (CD) patients categorized by adherence status.Methods:Adult patients with ≥1 claim for infliximab and ≥2 claims for CD who were continuously insured for 12 months before and after their first infliximab infusion (index date) were identified in a 2006–2009 US managed care database. Patients were excluded if they had rheumatoid arthritis claims, received infliximab billed as a pharmacy benefit, or received another biologic drug. Patients were categorized as being either adherent or intermittently adherent to infliximab using a pre-defined algorithm. Total and component direct costs, CD-related costs, rates of surgery, and days of hospitalization were estimated for the 360-day post-index period. Propensity weighted generalized linear models were used to adjust the cost estimates for potential confounding variables.Results:The total propensity weighted cost for infliximab adherent patients was $40,425 (95% CI?=?[$38,686, $42,242]), compared to $41,082 (95% CI?=?[$38,163, $44,223]) for the intermittently adherent (p?=?0.71). However, adherent patients had lower total direct medical costs, exclusive of infliximab, that were $13,097 (95% CI?=?[$12,141, $14,127]) compared with $20,068 (95% CI?=?[$17,676, $22,784]) for intermittently adherent patients as a result of substantially lower hospital and outpatient costs (p?0.0001).Conclusions:Greater drug-related costs for infliximab adherent patients were offset by lower costs from hospitalization and outpatient visits. These findings indicate that adherent patients have improved clinical outcomes, at a similar aggregate cost, than patients who are only intermittently adherent to therapy. 相似文献
9.
The effects of social justice and stigma-consciousness on gay customers' service recovery evaluation
This study examines how social justice and the stigma-consciousness level of gay customers influence their service recovery perceptions. The results, based on an experiment involving 379 gay respondents, indicate that distributive justice, procedural justice, and interactional justice significantly affect gay customers' service recovery evaluations (satisfaction) and post-complaint behavioral intentions (negative word-of-mouth and repatronage). Also, higher stigma-consciousness gay customers show more negative service recovery evaluations and behavioral intentions than those with lower stigma-consciousness. Service providers who are interested in attracting and maintaining gay customers should create awareness among their employees about stigma-consciousness. 相似文献
10.
Since sponsoring is an increasingly important marketing communication medium, it is important for managers to know whether
their sponsorships are giving a good financial return relative to other communication alternatives. Although several “rules
of thumb” are commonly used in the industry for converting sponsorship exposure time into television advertising equivalent
values, this research is the first to empirically test them by means of two experiments employing realistic stimuli and representative
samples. Across 6 stimuli brands, study 1 finds that an average of 127 s of sponsor logo exposure achieves the same effects
as a 30 s TV ad, but variance around this figure is high and depends on a variety of factors such as communication goal, sponsor
fit, type of exposure, and whether the sponsor is a known brand. Study 2 finds that combining sponsoring with television advertising
does increase the effects of sponsoring, although effects vary widely depending on the context, but even in the best case
the increase is not supportive of the high levels of advertising suggested by many industry experts. Overall, the findings
will allow managers to more confidently assess the financial value of their sponsorship investments. 相似文献