The Internet provides media firms with an unparalleled opportunity to target advertising towards their consumers. This paper considers how targeted advertising affects different media markets. I show that media firm profits rise and advertising prices rise the most with the ability to target advertising in more competitive media markets and those in which consumers are more averse to advertising. The results also have implications for the policy debate surrounding behavioral targeting techniques. In particular, in competitive media markets, targeted advertising may contribute to excessive media market entry and lead to under-provision of advertising. Such effects mitigate the positive welfare effects of targeting through improvements in the matching between consumers and advertisers.
{"title":"Targeted Advertising and Media Market Competition","authors":"J. Rutt","doi":"10.2139/ssrn.2103061","DOIUrl":"https://doi.org/10.2139/ssrn.2103061","url":null,"abstract":"The Internet provides media firms with an unparalleled opportunity to target advertising towards their consumers. This paper considers how targeted advertising affects different media markets. I show that media firm profits rise and advertising prices rise the most with the ability to target advertising in more competitive media markets and those in which consumers are more averse to advertising. The results also have implications for the policy debate surrounding behavioral targeting techniques. In particular, in competitive media markets, targeted advertising may contribute to excessive media market entry and lead to under-provision of advertising. Such effects mitigate the positive welfare effects of targeting through improvements in the matching between consumers and advertisers.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"72 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127970366","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Appointment scheduling rules are used to determine when a customer is to receive service. Many appointment scheduling rules exist and are being used in practice (e.g., in healthcare and legal services). Which appointment scheduling rule is best, however, is still an open question. In order to answer this question, we develop an analytical model that allows to assess the performance (in terms of customer waiting time, server idle time and server overtime) of appointment scheduling rules in a wide variety of settings. More specifically, the model takes into account: (1) customer unpunctuality, (2) no-shows, (3) service interruptions and (4) delay of the service process. In addition, we allow the use of general distributions to capture system processes. We adopt an efficient algorithm (with respect to computational and memory requirements) to assess the performance of 314 scheduling rules and use data envelopment analysis to compare results.
{"title":"Evaluation of Appointment Scheduling Rules: A Multi-Performance Measures Approach","authors":"S. Creemers, P. Colen, M. Lambrecht","doi":"10.2139/ssrn.2086264","DOIUrl":"https://doi.org/10.2139/ssrn.2086264","url":null,"abstract":"Appointment scheduling rules are used to determine when a customer is to receive service. Many appointment scheduling rules exist and are being used in practice (e.g., in healthcare and legal services). Which appointment scheduling rule is best, however, is still an open question. In order to answer this question, we develop an analytical model that allows to assess the performance (in terms of customer waiting time, server idle time and server overtime) of appointment scheduling rules in a wide variety of settings. More specifically, the model takes into account: (1) customer unpunctuality, (2) no-shows, (3) service interruptions and (4) delay of the service process. In addition, we allow the use of general distributions to capture system processes. We adopt an \u000eefficient algorithm (with respect to computational and memory requirements) to assess the performance of 314 scheduling rules and use data envelopment analysis to compare results.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"14 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125632150","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Over the past several years, labeling schemes that focus on a wide range of environmental and social metrics have proliferated. Although little empirical evidence has been generated with respect to carbon footprint labels, much can be learned from our experience with similar product labels. We first review the theory and evidence on the influence of product labeling on consumer and firm behavior. Next, we consider the role of governments and nongovernmental organizations, concluding that global, multistakeholder organizations have a critical part to play in setting protocols and standards. We argue that it is important to consider the entire life cycle of a product being labeled and develop an international standard for measurement and reporting. Finally, we examine the potential impact of carbon product labeling, discussing methodological and trade challenges and proposing a framework for choosing products best suited for labeling.
{"title":"The Potential Role of Carbon Labeling in a Green Economy","authors":"M. Cohen, M. Vandenbergh","doi":"10.2139/ssrn.2041535","DOIUrl":"https://doi.org/10.2139/ssrn.2041535","url":null,"abstract":"Over the past several years, labeling schemes that focus on a wide range of environmental and social metrics have proliferated. Although little empirical evidence has been generated with respect to carbon footprint labels, much can be learned from our experience with similar product labels. We first review the theory and evidence on the influence of product labeling on consumer and firm behavior. Next, we consider the role of governments and nongovernmental organizations, concluding that global, multistakeholder organizations have a critical part to play in setting protocols and standards. We argue that it is important to consider the entire life cycle of a product being labeled and develop an international standard for measurement and reporting. Finally, we examine the potential impact of carbon product labeling, discussing methodological and trade challenges and proposing a framework for choosing products best suited for labeling.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-04-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121372049","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper proposes a novel approach to the estimation of Customer Lifetime Value (CLV). CLV measures give an indication of the profit-generating potential of customers, and provide a key business tool for the customer management process. The performances of existing approaches are unsatisfactory in multi-service financial environments because of the high degree of heterogeneity in customer behaviour. We propose an adaptive segmentation approach which involves the identification of “neighbourhoods” using a similarity measure defined over a predictive variable space. The set of predictive variables is determined during a cross-validation procedure through the optimisation of rank correlations between the observed and predicted revenues. The future revenue is forecast for each customer using a predictive probability distribution based on customers exhibiting behavioural characteristics similar to previous periods. The model is developed and implemented for a UK retail bank, and is shown to perform well in comparison to other benchmark models.
{"title":"Forecasting Customer Behaviour in a Multi-Service Financial Organisation: A Profitability Perspective","authors":"A. Audzeyeva, B. Summers, K. Schenk-Hoppé","doi":"10.2139/ssrn.1714562","DOIUrl":"https://doi.org/10.2139/ssrn.1714562","url":null,"abstract":"This paper proposes a novel approach to the estimation of Customer Lifetime Value (CLV). CLV measures give an indication of the profit-generating potential of customers, and provide a key business tool for the customer management process. The performances of existing approaches are unsatisfactory in multi-service financial environments because of the high degree of heterogeneity in customer behaviour. We propose an adaptive segmentation approach which involves the identification of “neighbourhoods” using a similarity measure defined over a predictive variable space. The set of predictive variables is determined during a cross-validation procedure through the optimisation of rank correlations between the observed and predicted revenues. The future revenue is forecast for each customer using a predictive probability distribution based on customers exhibiting behavioural characteristics similar to previous periods. The model is developed and implemented for a UK retail bank, and is shown to perform well in comparison to other benchmark models.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"70 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116731387","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Godefroy Dang Nguyen, Sylvain Dejean, François Moreau
From a representative survey of 2,000 French individuals, we study whether consumption of music through streaming services, such as Spotify or YouTube, is a substitute or a complement to other music consumption modes such as CD, pay-downloads or live music. Controlling for the taste for music, various socio-demographic characteristics, as well as for the usual determinants of music consumption either offline (radio, TV, friends/relatives) or online (online recommendations, social networks), our results show that consuming music as streams (where the consumer does not possess the music but has just an access to it) has no significant effect on CDs purchase but is a complement to buying music online. The use of streaming services also affects positively live music attendance, but only for national or international artists who are more likely to be available on streaming services. These results suggest that a new music ecosystem is emerging in which the “possession” as well as the “access” modes of recorded music consumption might coexist.
{"title":"Are Streaming and Other Music Consumption Modes Substitutes or Complements?","authors":"Godefroy Dang Nguyen, Sylvain Dejean, François Moreau","doi":"10.2139/ssrn.2025071","DOIUrl":"https://doi.org/10.2139/ssrn.2025071","url":null,"abstract":"From a representative survey of 2,000 French individuals, we study whether consumption of music through streaming services, such as Spotify or YouTube, is a substitute or a complement to other music consumption modes such as CD, pay-downloads or live music. Controlling for the taste for music, various socio-demographic characteristics, as well as for the usual determinants of music consumption either offline (radio, TV, friends/relatives) or online (online recommendations, social networks), our results show that consuming music as streams (where the consumer does not possess the music but has just an access to it) has no significant effect on CDs purchase but is a complement to buying music online. The use of streaming services also affects positively live music attendance, but only for national or international artists who are more likely to be available on streaming services. These results suggest that a new music ecosystem is emerging in which the “possession” as well as the “access” modes of recorded music consumption might coexist.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-03-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133158228","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Manufacturing firms increasingly engage in service trade activities. Microlevel data show that German manufacturers account for roughly 25% of German cross-border producer service exports. I have found that particular construction, engineering, and R&D services are exported. The machinery industries and automobile and chemicals producers dominate the overall pattern. The types of services exported vary strongly across industries. Furthermore, export activities are concentrated on a few large exporters. Service exports of advertising, data processing, and R&D services are found to likely support foreign affiliates of firms. However, these headquarter services are only infrequently observable. Much more important are construction and engineering services exported by machinery firms. These might represent installation and maintenance services exported to complement the supply of machinery. Beyond the support of foreign affiliates of firms, R&D services exports might be also important to transfer knowledge between unaffiliated firms at different stages of the value chain.
{"title":"Crossing Industrial Borders: German Manufactures as Services Exporters","authors":"Markus Kelle","doi":"10.2139/ssrn.2054737","DOIUrl":"https://doi.org/10.2139/ssrn.2054737","url":null,"abstract":"Manufacturing firms increasingly engage in service trade activities. Microlevel data show that German manufacturers account for roughly 25% of German cross-border producer service exports. I have found that particular construction, engineering, and R&D services are exported. The machinery industries and automobile and chemicals producers dominate the overall pattern. The types of services exported vary strongly across industries. Furthermore, export activities are concentrated on a few large exporters. Service exports of advertising, data processing, and R&D services are found to likely support foreign affiliates of firms. However, these headquarter services are only infrequently observable. Much more important are construction and engineering services exported by machinery firms. These might represent installation and maintenance services exported to complement the supply of machinery. Beyond the support of foreign affiliates of firms, R&D services exports might be also important to transfer knowledge between unaffiliated firms at different stages of the value chain.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"80 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124402792","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper develops a comprehensive framework to optimize new product introduction timing and subsequent production decisions faced by a component supplier. Prior to market entry and production, the supplier performs process design activities, which improve manufacturing yield and the chances of getting qualified for the customer's product. However, a long delay in market entry and application for qualification allows competitors to enter the market and pass the customer's qualification process before the supplier, reducing the supplier's share of the customer's business. After entering the market and if qualified, the supplier also needs to decide how much to produce for a finite planning horizon by considering several factors such as manufacturing yield and stochastic demand, both of which depend on the earlier time-to-market and qualification process. To capture this dependency, we develop a sequential, nested, two-stage decision framework to optimize the time-to-market and production decisions in relation to each other. We show that the supplier's optimal market entry and qualification timing decision need to be revised in real time based on the number of qualified competitors at the time of market entry decision. We establish the optimality of a threshold policy. Following this policy, at the beginning of each decision epoch, the supplier optimally stops preparing for qualification and decides whether to enter the market by applying for qualification if her order among qualified competitors exceeds a predetermined threshold. We also prove that the supplier's optimal production policy is a state-dependent, base-stock policy, which depends on the time-to-market and qualification decisions. We quantify the value of a dynamic optimal time-to-market strategy and when such a policy significantly improves profits. We also identify market characteristics and operating conditions under which dynamic optimal qualification timing and production policy has a high pay-off.
{"title":"Competing on Time: An Integrated Framework to Optimize Dynamic Time-to-Market and Production Decisions","authors":"Ö. Özer, O. Uncu","doi":"10.2139/ssrn.2033842","DOIUrl":"https://doi.org/10.2139/ssrn.2033842","url":null,"abstract":"This paper develops a comprehensive framework to optimize new product introduction timing and subsequent production decisions faced by a component supplier. Prior to market entry and production, the supplier performs process design activities, which improve manufacturing yield and the chances of getting qualified for the customer's product. However, a long delay in market entry and application for qualification allows competitors to enter the market and pass the customer's qualification process before the supplier, reducing the supplier's share of the customer's business. After entering the market and if qualified, the supplier also needs to decide how much to produce for a finite planning horizon by considering several factors such as manufacturing yield and stochastic demand, both of which depend on the earlier time-to-market and qualification process. To capture this dependency, we develop a sequential, nested, two-stage decision framework to optimize the time-to-market and production decisions in relation to each other. We show that the supplier's optimal market entry and qualification timing decision need to be revised in real time based on the number of qualified competitors at the time of market entry decision. We establish the optimality of a threshold policy. Following this policy, at the beginning of each decision epoch, the supplier optimally stops preparing for qualification and decides whether to enter the market by applying for qualification if her order among qualified competitors exceeds a predetermined threshold. We also prove that the supplier's optimal production policy is a state-dependent, base-stock policy, which depends on the time-to-market and qualification decisions. We quantify the value of a dynamic optimal time-to-market strategy and when such a policy significantly improves profits. We also identify market characteristics and operating conditions under which dynamic optimal qualification timing and production policy has a high pay-off.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"26 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2012-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133105537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Some product firms increasingly rely on service revenues as part of their business models. One possible explanation is that they turn to services to generate additional profits when their product industries mature and product revenues and profits decline. We explore this assumption by examining the role of services in the financial performance of firms in the prepackaged software products industry Standard Industrial Classification code 7372 from 1990 to 2006. We find a convex, nonlinear relationship between a product firm's fraction of total sales coming from services and its overall operating margins. As expected, firms with a very high level of product sales are most profitable, and rising services are associated with declining profitability. We find, however, that additional services start to have a positive marginal effect on the firm's overall profits when services reach a majority of a product firm's sales. We show that traditional industry maturity arguments cannot fully explain our data. It is likely that changes in both strategy and the business environment lead product firms to place more emphasis on services. This paper was accepted by Christoph Loch, R&D and product development.
{"title":"Service and the Business Models of Product Firms: An Empirical Analysis of the Software Industry","authors":"Fernando F. Suarez, M. Cusumano, Steven J. Kahl","doi":"10.2139/ssrn.2363337","DOIUrl":"https://doi.org/10.2139/ssrn.2363337","url":null,"abstract":"Some product firms increasingly rely on service revenues as part of their business models. One possible explanation is that they turn to services to generate additional profits when their product industries mature and product revenues and profits decline. We explore this assumption by examining the role of services in the financial performance of firms in the prepackaged software products industry Standard Industrial Classification code 7372 from 1990 to 2006. We find a convex, nonlinear relationship between a product firm's fraction of total sales coming from services and its overall operating margins. As expected, firms with a very high level of product sales are most profitable, and rising services are associated with declining profitability. We find, however, that additional services start to have a positive marginal effect on the firm's overall profits when services reach a majority of a product firm's sales. We show that traditional industry maturity arguments cannot fully explain our data. It is likely that changes in both strategy and the business environment lead product firms to place more emphasis on services. \u0000 \u0000This paper was accepted by Christoph Loch, R&D and product development.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"15 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-11-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128084948","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
We consider naming and categorization practices within the information technology (IT) arena. In particular, with how certain terminologies are able to colonise wide areas of activity and endure for relatively long periods of time, despite the diversity and incremental evolution of individual technical instances. This raises the question as to who decides whether or not a particular vendor technology is part of a product category. Who decides the boundaries around a technology nomenclature? Existing Information Systems scholarship has tended to present terminologies as shaped by wide communities of players but this does not capture how particular kinds of knowledge institutions have emerged in recent year to police the confines of technological fields. The paper follows the work of one such group of experts – the industry analyst firm Gartner Inc. – and discusses their current and past role in the evolution of Customer Relationship Management (CRM) software. We show how they make regular (but not always successful) ‘naming interventions’ within the IT domain and how they attempt to regulate the boundaries that they and others have created through episodes of ‘categorisation work.’ These experts not only attempt to exercise control over a terminology but also the interpretation of that name. Our arguments are informed by ethnographic observations carried out on the eve of the contemporary CRM boom and interviews conducted more recently as part of an ongoing investigation into industry analysts. The paper bridges a number of disparate bodies of literature from Information Systems, Economic Sociology, the Sociology of Scientific Knowledge, and Science and Technology Studies.
{"title":"Who Decides the Shape of Product Markets? The Knowledge Institutions Who Name and Categorize New Technologies","authors":"N. Pollock, Robin Williams","doi":"10.2139/ssrn.1928866","DOIUrl":"https://doi.org/10.2139/ssrn.1928866","url":null,"abstract":"We consider naming and categorization practices within the information technology (IT) arena. In particular, with how certain terminologies are able to colonise wide areas of activity and endure for relatively long periods of time, despite the diversity and incremental evolution of individual technical instances. This raises the question as to who decides whether or not a particular vendor technology is part of a product category. Who decides the boundaries around a technology nomenclature? Existing Information Systems scholarship has tended to present terminologies as shaped by wide communities of players but this does not capture how particular kinds of knowledge institutions have emerged in recent year to police the confines of technological fields. The paper follows the work of one such group of experts – the industry analyst firm Gartner Inc. – and discusses their current and past role in the evolution of Customer Relationship Management (CRM) software. We show how they make regular (but not always successful) ‘naming interventions’ within the IT domain and how they attempt to regulate the boundaries that they and others have created through episodes of ‘categorisation work.’ These experts not only attempt to exercise control over a terminology but also the interpretation of that name. Our arguments are informed by ethnographic observations carried out on the eve of the contemporary CRM boom and interviews conducted more recently as part of an ongoing investigation into industry analysts. The paper bridges a number of disparate bodies of literature from Information Systems, Economic Sociology, the Sociology of Scientific Knowledge, and Science and Technology Studies.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"40 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124105537","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Unsolicited ideas, the non-contractual and voluntary submission of innovation-related information from external sources to the firm, hold the promise of becoming an almost costless and limitless font for firms’ innovative efforts. In contrast, in this paper, we analyze the difficulties associated with unsolicited ideas processes to understand the problems that firms intending to engage in this form of open and distributed innovation are facing. In particular, we look at the costs that arise from the managerial attention unsolicited ideas require, and the legal setting the process is embedded in. We do so using a series of exploratory interviews, an in-depth case study, and a web-based analysis of the current management practices used by the world’s 150 largest firms. Highlighting quality, quantity, and Intellectual Property issues as the key concerns, we uncover that firms use distinct strategies, which we label signaling, structuring, and selecting, to increase the efficiency and efficacy of the unsolicited ideas process. We discuss the implication of our findings for theories of open and distributed innovation and for management practice.NOTE: Please note that the published version has been substantially extended beyond this draft. Please see Alexy, O., Criscuolo, P., & Ammon, S. 2012. Managing unsolicited ideas for R&D. California Management Review, 54(3): 116-139.
不请自来的想法，即从外部来源向企业自愿提交的与创新相关的信息，有望成为企业创新努力的几乎无成本和无限的源泉。相比之下，在本文中，我们分析了与主动征求的想法过程相关的困难，以了解打算从事这种形式的开放和分布式创新的公司所面临的问题。特别地，我们会看到由于主动提出的想法所需要的管理关注而产生的成本，以及该过程所涉及的法律环境。我们通过一系列探索性访谈、深入的案例研究，以及对全球150家最大公司当前管理实践的网络分析来实现这一目标。强调质量、数量和知识产权问题是关键问题，我们发现公司使用不同的策略，我们将其标记为信号、结构和选择，以提高主动征求意见过程的效率和功效。我们讨论了我们的发现对开放和分布式创新理论和管理实践的意义。注意:请注意，已发布的版本已大大扩展到此草案之外。参见Alexy, O.， Criscuolo, P.， and Ammon, S. 2012。管理不请自来的研发想法。管理学报，34(3):1169 - 1169。
{"title":"No Soliciting: Strategies for Managing Unsolicited Innovative Ideas","authors":"O. Alexy, P. Criscuolo, A. Salter","doi":"10.2139/ssrn.1659749","DOIUrl":"https://doi.org/10.2139/ssrn.1659749","url":null,"abstract":"Unsolicited ideas, the non-contractual and voluntary submission of innovation-related information from external sources to the firm, hold the promise of becoming an almost costless and limitless font for firms’ innovative efforts. In contrast, in this paper, we analyze the difficulties associated with unsolicited ideas processes to understand the problems that firms intending to engage in this form of open and distributed innovation are facing. In particular, we look at the costs that arise from the managerial attention unsolicited ideas require, and the legal setting the process is embedded in. We do so using a series of exploratory interviews, an in-depth case study, and a web-based analysis of the current management practices used by the world’s 150 largest firms. Highlighting quality, quantity, and Intellectual Property issues as the key concerns, we uncover that firms use distinct strategies, which we label signaling, structuring, and selecting, to increase the efficiency and efficacy of the unsolicited ideas process. We discuss the implication of our findings for theories of open and distributed innovation and for management practice.NOTE: Please note that the published version has been substantially extended beyond this draft. Please see Alexy, O., Criscuolo, P., & Ammon, S. 2012. Managing unsolicited ideas for R&D. California Management Review, 54(3): 116-139.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2011-09-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125997078","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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