Firm orientations, innovativeness, and business performance: Advancing a system dynamics view following a comment on Hult, Hurley, and Knight's 2004 study

Hult, Hurley, and Knight's [Ind. Mark. Manage. 33 (2004) 429.] study reports correlations for each of the three subfactors of market orientation (competitor orientation, customer orientation, and interfunctional coordination) and innovativenss. However, their report fails to discuss the nature of these relationships. Such findings are worthy of discussion because they support prior evidence demonstrating the centrality of customer orientation in linking competitor orientation and interfunctional coordination with both innovativeness and business performance. Also, the finding that interfunctional coordination relates strongly with innovativeness supports the paradigm shift toward relationship marketing. The point needs mentioning that several different (more than one) standardized effects, structural equation models explain similar amounts of variance of business performance besides the models that Hult et al. examine. Thus, the implication by Hult et al. (p. 436) that “…learning orientation has no significant direct effect on performance” is accurate only for the model tested (shown in their Fig. 2). Applying the “quick clustering” method helps to inform interpretation when nearly all relationships among variables are statistically significant. The present article includes a proposal for advancing from one-directional structural equation modeling of innovativeness and business performance to system dynamics modeling that includes real-world feedback loops.     

The adoption of information technology in the sales force

The purpose of this article is to explain why salespeople adopt information technology. The results from a cross-sectional study of 229 salespeople indicate that putting sales technology to use strongly depends on salespeople's perceptions about the technology enhancing their performance, their personal innovativeness and organizational efforts in terms of user training. Throughout the adoption process companies also need to target sales line managers-next to end users-because salespeople clearly comply with the expectations of their supervisors. Finally, the threat from competing sales professionals or peers who use similar sales technology seems to be of secondary importance for individual sales technology adoption.     

Profiling mobile TV adopters in college student populations of Korea

By profiling demographic characteristics, perceived general adoption attributes, perceived value-based adoption attributes, motivational needs, mass media use, and content interest, this exploratory study examines the nature of four categories of mobile TV adopters — current, potential, continuous non-, and discontinuous user groups. Despite the limited sample size (N = 214), there are some meaningful findings. First of all, the non-adoption rate of mobile TV of the continuous non-, and discontinuous user groups is higher than the adoption rate of the current and potential user groups. Less than half of the respondents (N = 34) who had used TV on a mobile device were unwilling to use it again in the next twelve months, and almost half of those (N = 102) did not have the intention of using it within the coming year. The results suggest that the discontinuous group seems to have been dissatisfied with the actual mobile TV use when compared with their expectations and evaluations, while the potential user group is more likely to have high expectations and positive evaluations before the adoption and use of mobile TV. All user groups were unwilling to pay the fee, despite the current and potential user groups perceiving the exceptional values. No differences were found in the personality trait of innovativeness and mass media use behaviors among the four groups.     

How managerial attitudes toward the natural environment affect market orientation and innovation

This study investigates natural environmental attitude linkages held by strategic decision makers and hypothesizes that the interaction between market orientation and managerial natural environmental attitudes serves to enhance the effect of market orientation on firm innovativeness. Using questionnaire responses from 284 owners or chief executive officers residing in the food processing industry, the findings establish evidence of (1) a positive linkage between market orientation and firm innovativeness, and (2) the moderating effect of managerial attitudes of top managers toward the natural environmental in the market orientation to firm innovativeness relationship. The results provide insight into the nature of the cultural values on which a market orientation is based in relation to the natural environment.     

供应商创新性提升机理：制造商—供应商社会资本作用研究

提升供应商创新性能有效促进制造商产品创新。基于社会资本理论和知识基础观,从制造商视角出发,构建制造商—供应商社会资本各维度对供应商创新性的作用机理模型。通过对216家中国装备制造企业进行问卷调查,利用结构方程模型,验证制造商—供应商社会资本、制造商使能的供应商知识整合与供应商创新性之间关系的理论逻辑。研究发现：①制造商—供应商社会资本各维度对供应商创新性均具有正向作用;②制造商使能的供应商知识整合两个维度均正向影响供应商创新性;③制造商使能的供应商知识整合在制造商—供应商社会资本各维度与供应商创新性间扮演不同中介作用。结论揭示了制造商—供应商社会资本提升供应商创新性的过程机制,对制造商开发供应商创新潜能具有一定启示。     

Managing Swiss Hospitality: How cultural antecedents of innovation and customer-oriented value systems can influence performance in the hotel industry

Research into innovativeness and customer orientation in the service industry is burgeoning, yet our understanding of the antecedents and consequences of both activities in hospitality management remain unclear. To address this problem we investigate the link between corporate culture, indicators of innovativeness and business performance in the Swiss hotel industry, because the Swiss have a proclivity toward innovation as well as a long established record in hospitality management. Data were generated from 96 businesses in the hotel industry and the results were analysed using structural equation modeling. They suggest that cultural dimensions are positively associated with customer orientation, innovativeness, and company performance. The implications of the findings are discussed along with limitations and future research directions.     

An assessment of organic apparel,environmental beliefs and consumer preferences via fashion innovativeness

The topic of organic apparel has been widely discussed among academics and practitioners in recent years. While numerous studies have been done on the topic, few studies to date have assessed the topic of fashion innovativeness and its influence on attitudes towards organic apparel. In addition, an evaluation of consumer preferences for organic apparel from a conjoint analysis perspective has not been implemented. Thus, the purpose of the present study was to identify which organic apparel attributes are most important to high fashion innovativeness and low fashion innovativeness groups. Furthermore, the variables of environmental beliefs and attitudes towards purchasing organic apparel were assessed. An online survey was developed to measure the variables, including a full profile discrete choice design used to measure attribute preferences for t‐shirts. The data were analyzed using a multinomial logit model and desirability indices. The results indicated that the low fashion innovativeness group preferred organic and eco‐friendly apparel more than the high fashion innovativeness group. In addition, when examining high fashion innovativeness and low fashion innovativeness groups overall, the preferred t‐shirt was Dri‐Fit, Cotton Jersey Knit, Made In America, Eco‐Friendly and $25.00. However, when examining high fashion innovativeness and low fashion innovativeness groups separately for the preferred t‐shirt, differences appeared in Sustainable. The results suggest that high fashion innovativeness and low fashion innovativeness groups may desire different organic apparel attributes when considering organic apparel.     

Projective customer competence: Projecting future customer needs that drive innovation performance

Projective customer competence is the ability of a product development organization to both understand as well as shape the future needs of customers. To conceptualize this competence and establish its antecedents and performance implications, we draw upon the literature on inter-organizational relationships and innovation. Based on survey data from managers involved with business to business product development, validated with secondary financial data and in-depth interviews, we establish measurement properties for projective customer competence and demonstrate that this competence develops through customer relationships characterized by relational embeddedness, knowledge redundancy and interactivity. Projective customer competence is also shown to have positive implications for both innovativeness and financial performance. Surprisingly, relational embeddedness is shown to be the strongest predictor of projective customer competence, and, while knowledge redundancy helps build projective customer competence, it also has a negative impact on innovativeness.     

Computer-Mediated Customization Tendency (CMCT) and the Adaptive e-Service Experience

Adaptive customization systems are common in the delivery of e-service. However, consumers vary in their reaction to these systems. We introduce computer-mediated customization tendency (CMCT), a composite individual difference variable that reflects a consumer's personal preferences for designing and interacting with adaptive online environments to create valuable e-service experiences. To measure CMCT, we developed a formative index composed of need for control, technology innovativeness, and aesthetic appreciation. The results show CMCT influences adaptive online behavior and the perceived value of the adaptive e-service experience. In addition, customization-prone and customization-averse consumers differ in how they perceive the costs, benefits, and overall value of the experience.