This conceptual paper discusses the phenomenon of differentiation made possible through branding or innovation or a combination of the two. Differentiation is eventually the driving force for the development of its own negation, commoditization. When customers have endured a commoditized market long enough the opportunities open up for creative destruction, this concept of Schumpeter (1942), means that an entrepreneur invents a completely new way of satisfying the customers’ unsatisfied needs, making the industry that no longer bothered about their customers. Many researchers have tried to re/brand destructive innovation as their own, with concepts, such as of ”transilience”, and “blue ocean strategy’, as opposed to ‘red ocean strategy’. The paper focuses on innovation as a differentiation strategy and on temporary monopoly rent as a driver of innovation. Increased competition and shortening and life cycles makes capitalism more volatile and the strategies to reduce the risks involved are discussed. These strategies lead to the real-world implementation of the concentration of capital forecasted by Marx and feared by Schumpeter. The paper identifies the need to continuously monitor the concentration of capital and to understand individual markets by studying the firm’s profit.
{"title":"Consumers and enterprises as actors on the market","authors":"Sarah Philipson","doi":"10.48132/hdbr.302","DOIUrl":"https://doi.org/10.48132/hdbr.302","url":null,"abstract":"This conceptual paper discusses the phenomenon of differentiation made possible through branding or innovation or a combination of the two. Differentiation is eventually the driving force for the development of its own negation, commoditization. When customers have endured a commoditized market long enough the opportunities open up for creative destruction, this concept of Schumpeter (1942), means that an entrepreneur invents a completely new way of satisfying the customers’ unsatisfied needs, making the industry that no longer bothered about their customers. Many researchers have tried to re/brand destructive innovation as their own, with concepts, such as of ”transilience”, and “blue ocean strategy’, as opposed to ‘red ocean strategy’. \u0000The paper focuses on innovation as a differentiation strategy and on temporary monopoly rent as a driver of innovation. Increased competition and shortening and life cycles makes capitalism more volatile and the strategies to reduce the risks involved are discussed. These strategies lead to the real-world implementation of the concentration of capital forecasted by Marx and feared by Schumpeter. \u0000The paper identifies the need to continuously monitor the concentration of capital and to understand individual markets by studying the firm’s profit.","PeriodicalId":430994,"journal":{"name":"Harvard Deusto Business Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122433322","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}
Yolanda Díaz-Perdomo, L. I. Álvarez-González, M. J. Sanzo-Pérez
The value co-creation strategy is adopted by companies in its relationships with stakeholders as a mechanism to improve the performance of its activities. Both from the perspective of Corporate Social Responsibility (CSR) practices carried out by companies, and from the approach of the mission that non-profit organizations (NPOs) must effectively fulfil, adopt the strategy of co-creation in activities, projects, programs, etc. that both entities jointly develop is essential to achieve the expected organizational and social value. However, although the value co-creation between companies and its stakeholders (mainly customers) has been substantially investigated in recent years, there is a significant gap in both theoretical and empirical research into the adoption by the NPOs of said management approach in its collaborative relationships with companies. Therefore, after reviewing the literature on co-creation, an NPO-business value co-creation scale is developed in the empirical part, consisting of four basic dimensions: participation, reciprocity, learning, and engagement. The proposed scale shows reliability and construct validity (convergent and discriminant). The main conclusions and practical implications that this management strategy has for organizations are presented.
{"title":"Non-profit organization-business value co-creation: conceptualization and scale development.","authors":"Yolanda Díaz-Perdomo, L. I. Álvarez-González, M. J. Sanzo-Pérez","doi":"10.3926/hdbr.253","DOIUrl":"https://doi.org/10.3926/hdbr.253","url":null,"abstract":"The value co-creation strategy is adopted by companies in its relationships with stakeholders as a mechanism to improve the performance of its activities. Both from the perspective of Corporate Social Responsibility (CSR) practices carried out by companies, and from the approach of the mission that non-profit organizations (NPOs) must effectively fulfil, adopt the strategy of co-creation in activities, projects, programs, etc. that both entities jointly develop is essential to achieve the expected organizational and social value. However, although the value co-creation between companies and its stakeholders (mainly customers) has been substantially investigated in recent years, there is a significant gap in both theoretical and empirical research into the adoption by the NPOs of said management approach in its collaborative relationships with companies. Therefore, after reviewing the literature on co-creation, an NPO-business value co-creation scale is developed in the empirical part, consisting of four basic dimensions: participation, reciprocity, learning, and engagement. The proposed scale shows reliability and construct validity (convergent and discriminant). The main conclusions and practical implications that this management strategy has for organizations are presented.","PeriodicalId":430994,"journal":{"name":"Harvard Deusto Business Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115935337","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}
Javier Casanoves-Boix, Pablo Pinazo-Dallenbach, José Ricardo Flores-Pérez
This research was carried out to develop and validate a measurement scale to determine internal stakeholders’ perceptions of university brand capital by internal stakeholders. To this end, the main contributions in the literature related to the study of brand capital and its application in the educational sector were analysed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realised using a sample of 303 valid responses from lecturers at two Spanish universities (one public and one private). In order to validate the proposed construct, the partial least squares method (PLS) has been applied. The results obtained show the significance of all the variables, while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.
{"title":"The perception of educational brand capital in the Spanish context: a proposal for measurement with internal stakeholders","authors":"Javier Casanoves-Boix, Pablo Pinazo-Dallenbach, José Ricardo Flores-Pérez","doi":"10.3926/hdbr.265","DOIUrl":"https://doi.org/10.3926/hdbr.265","url":null,"abstract":"This research was carried out to develop and validate a measurement scale to determine internal stakeholders’ perceptions of university brand capital by internal stakeholders. To this end, the main contributions in the literature related to the study of brand capital and its application in the educational sector were analysed, identifying which variables determine brand capital in this sector. Once a suitable model was established, an empirical study was realised using a sample of 303 valid responses from lecturers at two Spanish universities (one public and one private). In order to validate the proposed construct, the partial least squares method (PLS) has been applied. The results obtained show the significance of all the variables, while laying the foundation for university managers to develop marketing strategies adapted to maximize the building of educational brand capital.","PeriodicalId":430994,"journal":{"name":"Harvard Deusto Business Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129014209","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}
{"title":"Full Issue Vol 9 No 1 (2020)","authors":"Harvard Deusto Business Research","doi":"10.3926/hdbr.278","DOIUrl":"https://doi.org/10.3926/hdbr.278","url":null,"abstract":"","PeriodicalId":430994,"journal":{"name":"Harvard Deusto Business Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-06-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122639946","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}
{"title":"Full Issue Vol 8 No 3 (2019)","authors":"Harvard Deusto Business Research","doi":"10.3926/hdbr.261","DOIUrl":"https://doi.org/10.3926/hdbr.261","url":null,"abstract":"","PeriodicalId":430994,"journal":{"name":"Harvard Deusto Business Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"120967629","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}
How are effective product pages designed for an e-commerce website? In the current economic context, Spanish companies must be able to justify all their investments. Therefore, so that they can compete effectively and obtain competitive advantages, they must know which elements generate value for the organization. This research analyzes the relationship between the degree of complexity of the product web pages and the number of unique purchases associated with them. The objective is to determine the most effective e-commerce merchandising strategies and techniques to help the companies in the food sector make the right strategic decisions, allowing them to increase the sales of their e-commerce websites. A case study research technique is used, the results of which conclude the importance of the visual aspects of the product web pages.
{"title":"Case study analyzing the relationship between the degree of complexity of a product page on an e-commerce website and the number of unique purchases associated with it","authors":"Nuria Puente Domínguez","doi":"10.3926/hdbr.144","DOIUrl":"https://doi.org/10.3926/hdbr.144","url":null,"abstract":"How are effective product pages designed for an e-commerce website? In the current economic context, Spanish companies must be able to justify all their investments. Therefore, so that they can compete effectively and obtain competitive advantages, they must know which elements generate value for the organization. This research analyzes the relationship between the degree of complexity of the product web pages and the number of unique purchases associated with them. The objective is to determine the most effective e-commerce merchandising strategies and techniques to help the companies in the food sector make the right strategic decisions, allowing them to increase the sales of their e-commerce websites. A case study research technique is used, the results of which conclude the importance of the visual aspects of the product web pages.","PeriodicalId":430994,"journal":{"name":"Harvard Deusto Business Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127859786","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}
E. Díez-de-Castro, Francisco Díez‐Martín, Martín Madrid-Sánz
In the public tender processes of large international contracts, the organizational legitimacy is considered a prerequisite to limit the risk of engagement with companies that do not have it. The instrument usually used by the contracting parties is the Pre-qualification Questionnaire, which acts as a real entry barrier for contractors to participate in subsequent tenders. In this research we analyze the legitimacy requirement in tender processes. We focus on large contracts, mainly for the public sector but not limited to, based on documents accessible through public digital media. The research defines and provides content to the variables that shape the different legitimacy sorts required to the organizations to participate in large construction and trade tenders. The results suggest that the legitimacy requirements to the bidders are multidimensional, which entails that to participate in public tenders several legitimacy dimensions are evaluated. The weight of the different kinds of legitimacy in relation to the legitimacy global requirements is also analyzed.
{"title":"The Organizational Legitimacy as an Entry Barrier in Large International Contracts","authors":"E. Díez-de-Castro, Francisco Díez‐Martín, Martín Madrid-Sánz","doi":"10.3926/HDBR.247","DOIUrl":"https://doi.org/10.3926/HDBR.247","url":null,"abstract":"In the public tender processes of large international contracts, the organizational legitimacy is considered a prerequisite to limit the risk of engagement with companies that do not have it. The instrument usually used by the contracting parties is the Pre-qualification Questionnaire, which acts as a real entry barrier for contractors to participate in subsequent tenders. In this research we analyze the legitimacy requirement in tender processes. We focus on large contracts, mainly for the public sector but not limited to, based on documents accessible through public digital media. The research defines and provides content to the variables that shape the different legitimacy sorts required to the organizations to participate in large construction and trade tenders. The results suggest that the legitimacy requirements to the bidders are multidimensional, which entails that to participate in public tenders several legitimacy dimensions are evaluated. The weight of the different kinds of legitimacy in relation to the legitimacy global requirements is also analyzed.","PeriodicalId":430994,"journal":{"name":"Harvard Deusto Business Research","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130209530","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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