On the Use of Value Efficiency Analysis and Some Further Developments

The purpose of this paper is to discuss the use of Value Efficiency Analysis (VEA) in efficiency evaluation when preference information is taken into account. Value efficiency analysis is an approach, which applies the ideas developed for Multiple Objective Linear Programming (MOLP) to Data Envelopment Analysis (DEA). Preference information is given through the desirable structure of input- and output-values. The same values can be used for all units under evaluation or the values can be specific for each unit. A decision-maker can specify the input- and output-values subjectively without any support or (s)he can use a multiple criteria support system to assist him/her to find those values on the efficient frontier. The underlying assumption is that the most preferred values maximize the decision-maker's implicitly known value function in a production possibility set or a subset. The purpose of value efficiency analysis is to estimate a need to increase outputs and/or decrease inputs for reaching the indifference contour of the value function at the optimum. In this paper, we briefly review the main ideas in value efficiency analysis and discuss practical aspects related to the use of value efficiency analysis. We also consider some extensions.     

Business suppliers' value creation potential : A capability-based analysis

Joint value creation through partnering and networking is a topic of current interest. This paper proposes that the dimensions of the supplier's value creation in a supplier-customer relationship could be classified according to efficiency, effectiveness and network functions. These functions are interrelated, but they are conceptually distinct. The value creation process could be described as a spectrum ranging from core value, to added value, to future value. The value-producing potential of a supplier can be assessed reasonably well only in the case of the core value, where there is sufficient benchmarking information in the form of existing alternative offerings and solutions. A priori evaluation of the costs and benefits of added value and, especially, future value projects is problematic, because the realisation of the value is dependent on the development of multiple partners, technologies and industries. In these cases, we suggest that a customer could use a supplier's capability profile as an indicator of how suitable that particular supplier is for specific value creation projects. A framework connecting specific capabilities to different types of value production is suggested, and its managerial implications are discussed.     

Prospect Theory,Fairness, and the Escalation of Conflict at a Negotiation Impasse*

We study a bilateral negotiation set-up where, at a bargaining impasse, the disadvantaged party chooses whether to escalate the conflict or not. Escalation is costly for both parties, and it results in a random draw of the winner of the escalated conflict. We derive the behavioral predictions of a simple social utility function, which is convex in disadvantageous inequality, thus connecting the inequity aversion and the prospect theory models. Our causal laboratory evidence is, to a large extent, consistent with the predicted effects. Among other things, the model predicts that the escalation rate is higher when escalation outcomes are riskier, and that the disagreement rate is lower when the cost of escalating the conflict is higher.     

Hiring Older Employees: Do the Age Limits of Early Retirement and the Contribution Rates of Firms Matter?

We examine the effects of a Finnish pension reform on firms' incentives to hire older employees. The reform restricted the eligibility ages for early retirement and changed the size‐related contribution rates of firms. According to our theoretical model, the positive effect on the values of new hires extends to age groups younger than those directly affected by the reform, and the effects are strongest in the largest firms. These model predictions were confirmed in a difference‐in‐difference‐in‐differences analysis on the probability of the hiring of workers of different ages in firms of different sizes.     

Engaged,but with what? Objects of engagement in technology-aided B2B customer interactions

ABSTRACT

Using new technologies in customer interactions is a popular way of trying to increase customer engagement. It is, however, unknown how such efforts by marketers’ affect engagement, and particularly to what that engagement relates to. By analysing interview and observation data, the engagement manifestations of customers of a B2B company using virtual-reality technology were studied. The results show that customer engagement can be targeted at not only brands or firms but also the service the firm offers or the technology that enables the service. It is argued that the different objects of engagement can coexist and support each other but engagement with the firm is less susceptible to fluctuations. Marketers should be aware of what triggers customer engagement and what it is targeted at.     

Value Capture and Policy Design in a Digital Economy

Pervasive information and communication technology (ICT), intertwined with global dispersion of supply chains, is inducing a sizable structural transformation. All the articles in this special issue highlight that even though technology is the key driver, the reactions of businesses and countries to these transformations will depend on economic, political, and social arrangements within each organization and society. The competitive landscape of the ICT industry itself is likely to remain in flux. Also in other industries, both value creation and value capture are becoming increasingly complex—and remain more favorable for the developed countries than some commonly used measures suggest. According to the prevailing economic thinking, public policies should set market-friendly “rules of the game” and then stay out of the way. In the ICT domain, technical standards, spectrum allocations, and market power associated with various types of lock-ins play crucial roles calling for more active public involvement. In particular, the dynamic aspects of competition and anti-trust policies are important yet complex. While there is limited scope for sectoral or horizontal industrial policies, this special issue provides alternative avenues for considering matrix or systemic policies emphasizing education, openness, and national competitiveness.     

The impact of mood states and surprise cues on satisfaction

Mood effects have been studied in consumer behavior literature, but prior research investigating the joint impact of mood and surprise on satisfaction is scant. To bridge this gap, this study examines the relationship among these three constructs. We manipulated customers’ pre-consumption mood and provided surprise cues with hypothetical scenarios in a 2 by 2 factorial design in a restaurant setting. The results show that a positive surprise yields high satisfaction without a significant effect from customers’ pre-consumption mood. Conversely, with a negative surprise, customers in a negative pre-consumption mood indicate lower satisfaction than those in a positive mood.     

Other consumers in service encounters: A script theoretical perspective

Hospitality service consumptions often involve sharing the service environment with other consumers. Drawing upon the Script Theory, this research provides a theoretical perspective of consumer responses to behaviors of other consumers in service encounters. The results from an experimental study provide strong support for the dual-mode consumer responses (felt emotions and displayed emotions) and for the moderating effect of psychological closeness on consumer responses. Managerial implications for training, service management and service design in hospitality businesses are also discussed.     

An analysis of e-business adoption and its impact on relational quality in travel agency–supplier relationships

This study analyzes how managers of retail travel agencies perceive the antecedents and consequences of adopting e-business in their supplier relationships. A comprehensive model integrating its antecedents and relational effects is developed and empirically tested using SEM. The study surveyed 101 travel agents in Spain. Research findings indicate that customer pressure has a strong influence on e-communication practices. E-communication with the travel agency's supplier and the pressure exerted by the sector are the main antecedents for e-procurement. Effects of e-business on relational quality are contradictory. E-procurement influences negatively on trust. Conversely, e-communication has a positive impact on trust, thus having a favorable impact on perceived reciprocity and travel agent's commitment to its supplier. Main findings indicate that the use of the Internet is largely driven by normative pressures, and this coercive power has a detrimental impact on trust. To avoid such negative consequences, perceived reciprocity is a prerequisite for committed supplier relationships.