Pub Date : 2021-09-22DOI: 10.1108/jrme-06-2019-0055
Huan Chen, D. Ma, Ruowen Wang
Purpose This paper aims to explore Chinese entrepreneurs’ perceptions and interpretations of social media marketing (SMM) in their daily business practices. Design/methodology/approach A qualitative approach was adopted to explore the phenomenon. Specifically, 18 in-depth interviews were conducted among Chinese entrepreneurs to obtain their experiences of and perceptions on SMM. Findings Findings revealed that Chinese entrepreneurs have good understandings of SMM. They believe SMM is a necessary way to interact with customers and SMM can provide flexibility and sensitivity which are important for entrepreneurial marketing and are not easy to achieve through traditional marketing activities. When they choose social media applications, they will match the purpose of marketing activity with the characteristics of the social media. They have developed the specific strategies for different social media applications. In the meantime, they are facing some challenges, such as breaking the communication clutter, measuring the results and over depending on social media. Originality/value Findings of the current study extend the uses and gratifications theory to the context of business-oriented media usage. In addition, findings of the study expand previous literature by enriching the theoretical understanding of the concept of entrepreneur and entrepreneurial marketing in new social and cultural contexts. Finally, findings of the current study also supplement previous research on social media advertising by uncovering rich meanings of SMM from business owners’ emic perspective.
{"title":"Chinese entrepreneurs’ experience of social media marketing: perception, strategy and challenge","authors":"Huan Chen, D. Ma, Ruowen Wang","doi":"10.1108/jrme-06-2019-0055","DOIUrl":"https://doi.org/10.1108/jrme-06-2019-0055","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore Chinese entrepreneurs’ perceptions and interpretations of social media marketing (SMM) in their daily business practices.\u0000\u0000\u0000Design/methodology/approach\u0000A qualitative approach was adopted to explore the phenomenon. Specifically, 18 in-depth interviews were conducted among Chinese entrepreneurs to obtain their experiences of and perceptions on SMM.\u0000\u0000\u0000Findings\u0000Findings revealed that Chinese entrepreneurs have good understandings of SMM. They believe SMM is a necessary way to interact with customers and SMM can provide flexibility and sensitivity which are important for entrepreneurial marketing and are not easy to achieve through traditional marketing activities. When they choose social media applications, they will match the purpose of marketing activity with the characteristics of the social media. They have developed the specific strategies for different social media applications. In the meantime, they are facing some challenges, such as breaking the communication clutter, measuring the results and over depending on social media.\u0000\u0000\u0000Originality/value\u0000Findings of the current study extend the uses and gratifications theory to the context of business-oriented media usage. In addition, findings of the study expand previous literature by enriching the theoretical understanding of the concept of entrepreneur and entrepreneurial marketing in new social and cultural contexts. Finally, findings of the current study also supplement previous research on social media advertising by uncovering rich meanings of SMM from business owners’ emic perspective.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43767099","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}
Pub Date : 2021-09-16DOI: 10.1108/jrme-02-2019-0019
João M. Lopes, Rozélia Laurett, Hélder Antunes, José Oliveira
Purpose The purpose of this paper is to identify the state of the art on publications related to “Business Marketing” over the past 10 years (2010–2020) and available in the SCOPUS database. Design/methodology/approach In this research, a bibliometric study on entrepreneurial marketing (EM) was performed. The articles were selected from the SCOPUS database and dated from January 1, 2010 to July 11, 2020. Findings In total, 124 articles on the area of business management were identified, they are written in English. Through the systematization of these articles, it was found that the majority of the publications and citations about EM are from the year 2020 (378 articles), respectively, with 17 citations. The Journal of Research in Marketing and Entrepreneurship was the most published on the subject and obtained the highest number of citations over the past 10 years. The authors that obtained the highest number of citations were: Jones and Rowley (2011b) with 101 citations and Mort et al. (2012) with 71 citations. It was also possible to identify four clusters: “entrepreneurial orientation”; “customer strategy”; “market orientation” and “innovative entrepreneurship and marketing.” Practical implications This paper reinforces the coherence and scientific structure of the current literature. The systematization of the concepts we present can be used by managers to define strategies and policies in EM planning. Originality/value This research gives special emphasis to the publications over the past 10 years, related to the management area and focused on the term “Entrepreneurship Marketing,” aiming to identify publication trends. Another innovation from this research is the usage of a single database, for the case SCOPUS. Moreover, the authors also reveal a current agenda with future lines of research in EM, which will serve as a starting point to prepare other studies in this area.
{"title":"Entrepreneurial marketing: a bibliometric analysis of the second decade of the 21st century and future agenda","authors":"João M. Lopes, Rozélia Laurett, Hélder Antunes, José Oliveira","doi":"10.1108/jrme-02-2019-0019","DOIUrl":"https://doi.org/10.1108/jrme-02-2019-0019","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to identify the state of the art on publications related to “Business Marketing” over the past 10 years (2010–2020) and available in the SCOPUS database.\u0000\u0000\u0000Design/methodology/approach\u0000In this research, a bibliometric study on entrepreneurial marketing (EM) was performed. The articles were selected from the SCOPUS database and dated from January 1, 2010 to July 11, 2020.\u0000\u0000\u0000Findings\u0000In total, 124 articles on the area of business management were identified, they are written in English. Through the systematization of these articles, it was found that the majority of the publications and citations about EM are from the year 2020 (378 articles), respectively, with 17 citations. The Journal of Research in Marketing and Entrepreneurship was the most published on the subject and obtained the highest number of citations over the past 10 years. The authors that obtained the highest number of citations were: Jones and Rowley (2011b) with 101 citations and Mort et al. (2012) with 71 citations. It was also possible to identify four clusters: “entrepreneurial orientation”; “customer strategy”; “market orientation” and “innovative entrepreneurship and marketing.”\u0000\u0000\u0000Practical implications\u0000This paper reinforces the coherence and scientific structure of the current literature. The systematization of the concepts we present can be used by managers to define strategies and policies in EM planning.\u0000\u0000\u0000Originality/value\u0000This research gives special emphasis to the publications over the past 10 years, related to the management area and focused on the term “Entrepreneurship Marketing,” aiming to identify publication trends. Another innovation from this research is the usage of a single database, for the case SCOPUS. Moreover, the authors also reveal a current agenda with future lines of research in EM, which will serve as a starting point to prepare other studies in this area.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-09-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49399630","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}
Pub Date : 2021-09-10DOI: 10.1108/jrme-05-2020-0049
S. Baskaran, N. Mahadi, Siti Zaleha Abdul Rasid
Purpose This paper aims to clarify the relationship between multiple intelligence (MI) and entrepreneurial opportunity recognition. It discusses to what extent each dimension of MI is considered as an activation driver of entrepreneurial opportunities recognition. This paper also aims to expand the domain of entrepreneurial opportunities recognition via MI by considering the mediating role of neuromarketing perception, adopting a combined perspective of intelligence, entrepreneurship and also neuromarketing to provide a future direction for the creation of interdisciplinary insights in the area of entrepreneurship. Design/methodology/approach This paper opted for literature synthesis to define key concepts surrounding MI and entrepreneurial opportunities recognition. Besides, it also attempted to identify an influential mediator in explaining the entrepreneurial opportunities recognition phenomenon. Consequently, this paper identified the gaps in current research to draw upon a more holistic conceptual framework. The rationale for the research was justified within the body of research. Findings This paper suggested research propositions based on the literature synthesis in view of MI and entrepreneurial opportunities recognition. More specifically, it has proposed a conceptual framework, explaining the relationship between a multi-dimensional view of both MI and entrepreneurial opportunities recognition. It is envisaged that the mediating role of neuromarketing perception incorporated in this conceptual work will improve the predictive value of the proposed framework and offer additional insights about factors that advance entrepreneurial opportunities recognition. Research limitations/implications This paper suffers from the obvious limitation of lacking empirical investigation. However, it does provide a theoretical rationale for the argument that entrepreneurial opportunities recognition can be advanced if MI are identified and associated with neuromarketing dimensions. Perhaps the most important direction for future research is further extension and validation of this framework by performing an empirical investigation to produce newer insights into this phenomenon. Originality/value This conceptual work is different from previous studies on the grounds it has considered unexplored issues in explaining entrepreneurial opportunities recognition. To bridge the critical knowledge gap of the entrepreneurial opportunities recognition phenomenon, a mediating effect of neuromarketing perception is also integrated within the model. The proposed model was neither formulated nor tested empirically in previous studies locally or perhaps globally, therefore it stands out as an original contribution incorporating MI and entrepreneurial opportunities recognition phenomenon while considering the brain activity through neuromarketing perception.
{"title":"Multiple intelligence and entrepreneurial opportunity recognition – a failsafe approach of neuromarketing","authors":"S. Baskaran, N. Mahadi, Siti Zaleha Abdul Rasid","doi":"10.1108/jrme-05-2020-0049","DOIUrl":"https://doi.org/10.1108/jrme-05-2020-0049","url":null,"abstract":"\u0000Purpose\u0000This paper aims to clarify the relationship between multiple intelligence (MI) and entrepreneurial opportunity recognition. It discusses to what extent each dimension of MI is considered as an activation driver of entrepreneurial opportunities recognition. This paper also aims to expand the domain of entrepreneurial opportunities recognition via MI by considering the mediating role of neuromarketing perception, adopting a combined perspective of intelligence, entrepreneurship and also neuromarketing to provide a future direction for the creation of interdisciplinary insights in the area of entrepreneurship.\u0000\u0000\u0000Design/methodology/approach\u0000This paper opted for literature synthesis to define key concepts surrounding MI and entrepreneurial opportunities recognition. Besides, it also attempted to identify an influential mediator in explaining the entrepreneurial opportunities recognition phenomenon. Consequently, this paper identified the gaps in current research to draw upon a more holistic conceptual framework. The rationale for the research was justified within the body of research.\u0000\u0000\u0000Findings\u0000This paper suggested research propositions based on the literature synthesis in view of MI and entrepreneurial opportunities recognition. More specifically, it has proposed a conceptual framework, explaining the relationship between a multi-dimensional view of both MI and entrepreneurial opportunities recognition. It is envisaged that the mediating role of neuromarketing perception incorporated in this conceptual work will improve the predictive value of the proposed framework and offer additional insights about factors that advance entrepreneurial opportunities recognition.\u0000\u0000\u0000Research limitations/implications\u0000This paper suffers from the obvious limitation of lacking empirical investigation. However, it does provide a theoretical rationale for the argument that entrepreneurial opportunities recognition can be advanced if MI are identified and associated with neuromarketing dimensions. Perhaps the most important direction for future research is further extension and validation of this framework by performing an empirical investigation to produce newer insights into this phenomenon.\u0000\u0000\u0000Originality/value\u0000This conceptual work is different from previous studies on the grounds it has considered unexplored issues in explaining entrepreneurial opportunities recognition. To bridge the critical knowledge gap of the entrepreneurial opportunities recognition phenomenon, a mediating effect of neuromarketing perception is also integrated within the model. The proposed model was neither formulated nor tested empirically in previous studies locally or perhaps globally, therefore it stands out as an original contribution incorporating MI and entrepreneurial opportunities recognition phenomenon while considering the brain activity through neuromarketing perception.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43199480","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}
Pub Date : 2021-09-10DOI: 10.1108/jrme-08-2019-0067
R. Zacca, Saad A. Alhoqail
Purpose The purpose of this study is to examine how the adaptive nature of market orientation (MO) and the risk-taking nature of entrepreneurial orientation (EO) might be integrated for a complementary and reinforcing synergetic effect on firm performance within transitional economies. Design/methodology/approach The paper suggests links between the EO and MO concepts and develops propositions informed by prior research and reasonable assumptions. The propositions aim to spur future research to uncover further evidence that validates the testable hypothesis. Findings In particular, the study calls for investigating the interaction effect of EO with MO on new product entry, market intelligence collection and processing competence. In addition, the study proposes research studies on whether EO’s interaction effect with MO will tend to mitigate risk in the development of breakthrough innovation and whether the interacting strategic orientations are creating a synergetic effect towards firm performance. Finally, the study recommends that research models should be tested and understood in consideration of conditions and circumstances from varying contexts, such as the small and medium enterprise sector within transitional economies and the media industry. Originality/value Whilst the performance implications of EO and MO, when modelled separately, have been extensively studied in developed and diversified market economies, studies are in the early stages of investigating the joint effect of EO and MO on firm performance, especially within transitional economies.
{"title":"Entrepreneurial and market orientation interactive effects on SME performance within transitional economies","authors":"R. Zacca, Saad A. Alhoqail","doi":"10.1108/jrme-08-2019-0067","DOIUrl":"https://doi.org/10.1108/jrme-08-2019-0067","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine how the adaptive nature of market orientation (MO) and the risk-taking nature of entrepreneurial orientation (EO) might be integrated for a complementary and reinforcing synergetic effect on firm performance within transitional economies.\u0000\u0000\u0000Design/methodology/approach\u0000The paper suggests links between the EO and MO concepts and develops propositions informed by prior research and reasonable assumptions. The propositions aim to spur future research to uncover further evidence that validates the testable hypothesis.\u0000\u0000\u0000Findings\u0000In particular, the study calls for investigating the interaction effect of EO with MO on new product entry, market intelligence collection and processing competence. In addition, the study proposes research studies on whether EO’s interaction effect with MO will tend to mitigate risk in the development of breakthrough innovation and whether the interacting strategic orientations are creating a synergetic effect towards firm performance. Finally, the study recommends that research models should be tested and understood in consideration of conditions and circumstances from varying contexts, such as the small and medium enterprise sector within transitional economies and the media industry.\u0000\u0000\u0000Originality/value\u0000Whilst the performance implications of EO and MO, when modelled separately, have been extensively studied in developed and diversified market economies, studies are in the early stages of investigating the joint effect of EO and MO on firm performance, especially within transitional economies.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43652646","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}
Pub Date : 2021-09-08DOI: 10.1108/jrme-07-2020-0097
S. Guha, A. Mandal, F. Kujur
Purpose First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products. Design/methodology/approach This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach. Findings The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment. Practical implications The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products. Originality/value The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.
{"title":"The social media marketing strategies and its implementation in promoting handicrafts products: a study with special reference to Eastern India","authors":"S. Guha, A. Mandal, F. Kujur","doi":"10.1108/jrme-07-2020-0097","DOIUrl":"https://doi.org/10.1108/jrme-07-2020-0097","url":null,"abstract":"\u0000Purpose\u0000First, this study aims to focus on the promotional part of the Indian handicraft products through various social media platforms such as Facebook, Twitter, Instagram and YouTube. Second, the study measures the effectiveness of social media marketing activities (SMMA) relating to handicraft products on brand awareness, brand image and brand equity. Third, this study also measures the impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products.\u0000\u0000\u0000Design/methodology/approach\u0000This study used an offline questionnaire to conduct empirical research and collected and analyzed data of 609 samples by using the structural equation modeling approach.\u0000\u0000\u0000Findings\u0000The findings of this study showed that SMMA relating to handicraft products had a very strong impact on creating both brand awareness and brand image in the social media environment. Additionally, this study also exhibited a positive and significant impact of brand awareness and brand image on brand equity and consumers’ purchase intention and further brand equity on consumers’ purchase intention of handicraft products in the social media environment.\u0000\u0000\u0000Practical implications\u0000The outcome of this research will definitely motivate the handicraft industry to have a strong social media presence on various platforms for promoting their products across India and outside. Further, the promotional activities in various social media platforms will help in creating awareness about the handicraft products and give brand recognition among other industrial competitive brands which will consequently lead to an increase in the demand for these products.\u0000\u0000\u0000Originality/value\u0000The novelty of this study is that it has made an initial attempt to study the marketability of handicraft products using various social media platforms and also has measured the probable impact of SMMA relating to handicraft products on brand awareness and brand image and their impact on brand equity and purchase intention.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45885335","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}
Pub Date : 2021-09-08DOI: 10.1108/jrme-03-2020-0031
Amélia Brandão, Sílvia Ramos, Mahesh R. Gadekar
Purpose Creative entrepreneurship has contributed to economic development of regions and countries and have become models for the countries in the Western world. Jewelry designer entrepreneurs are one of the contributors toward creative economy for their role in economic prosperity. This article aims to investigate brand-building efforts of jewelry designer entrepreneurs. This study also aims to explore how jewelry designer entrepreneurs develop and communicate brand narrative, and how brand backstories confer value to jewelry. Design/methodology/approach This study used a qualitative approach. Semi-structured in-depth interviews were conducted with seven Portuguese designer jewelry. Findings The study identified seven themes to reflect the brand narratives of the Portuguese jewelry designer entrepreneurs: designer artists considered the importance of international recognition; designer jewelry uses the ontological metaphor to connect emotionally; designer jewelry making a jewelry piece that is fluid and organic; limited association with fashion; distinctive brand communication; fair pricing strategy; and identifying self as artistic worker. The study also shows that jewelry designer entrepreneurs adopt a distinctive brand communication tactics to connect emotionally with imagine customers. Practical implications This study proposes a general and managerial guide to boost personal brand jewelry designer entrepreneurs through brand narratives. Originality/value This study bridges an academia gap on personal branding, exploring how jewelry designer entrepreneurs develop and communicate brand narrative and brand backstories adding value to the jewelry industry.
{"title":"Artist jewelry designer entrepreneurship: does it only glitter or is it also gold?","authors":"Amélia Brandão, Sílvia Ramos, Mahesh R. Gadekar","doi":"10.1108/jrme-03-2020-0031","DOIUrl":"https://doi.org/10.1108/jrme-03-2020-0031","url":null,"abstract":"\u0000Purpose\u0000Creative entrepreneurship has contributed to economic development of regions and countries and have become models for the countries in the Western world. Jewelry designer entrepreneurs are one of the contributors toward creative economy for their role in economic prosperity. This article aims to investigate brand-building efforts of jewelry designer entrepreneurs. This study also aims to explore how jewelry designer entrepreneurs develop and communicate brand narrative, and how brand backstories confer value to jewelry.\u0000\u0000\u0000Design/methodology/approach\u0000This study used a qualitative approach. Semi-structured in-depth interviews were conducted with seven Portuguese designer jewelry.\u0000\u0000\u0000Findings\u0000The study identified seven themes to reflect the brand narratives of the Portuguese jewelry designer entrepreneurs: designer artists considered the importance of international recognition; designer jewelry uses the ontological metaphor to connect emotionally; designer jewelry making a jewelry piece that is fluid and organic; limited association with fashion; distinctive brand communication; fair pricing strategy; and identifying self as artistic worker. The study also shows that jewelry designer entrepreneurs adopt a distinctive brand communication tactics to connect emotionally with imagine customers.\u0000\u0000\u0000Practical implications\u0000This study proposes a general and managerial guide to boost personal brand jewelry designer entrepreneurs through brand narratives.\u0000\u0000\u0000Originality/value\u0000This study bridges an academia gap on personal branding, exploring how jewelry designer entrepreneurs develop and communicate brand narrative and brand backstories adding value to the jewelry industry.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45824296","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}
Pub Date : 2021-09-06DOI: 10.1108/jrme-06-2020-0085
U. Lichtenthaler
Purpose The aim of this paper is to present systematically a variety of benefits from innovating in response to an economic crisis. Design/methodology/approach This is a conceptual paper that draws on prior conceptual and empirical studies, especially the innovation-based view of firm performance. Findings Many firms have cut their innovation expenditures in response to the COVID-19 crisis. However, the financial crisis in 2008/2009 has shown that these short-term cost savings may have severely negative consequences on competitiveness. Several innovation examples from the crisis due to the COVID-19 pandemic further indicate that companies may benefit from a variety of first-order innovations, which go considerably beyond product development. Consequently, researchers and executives need to consider the variety of innovation types beyond product development, and they further need to emphasize second-order innovations, which describe the dynamic transformation of innovation management. Originality/value Academics and practitioners need to put specific attention to the transformation of innovation processes at the beginning of a crisis because firms may have to redesign their innovation processes. This dynamic reconfiguration and realignment of innovation processes further is essential again if a crisis continues for a longer period, such as the crisis due to the coronavirus pandemic. For example, if a company currently does not respond to relevant trends, its competitive position will deteriorate because other companies will enter the market. If firms can afford to continue or strengthen the innovation activities, they may profit substantially after the crisis.
{"title":"Profiting from innovation in the aftermath of an economic crisis","authors":"U. Lichtenthaler","doi":"10.1108/jrme-06-2020-0085","DOIUrl":"https://doi.org/10.1108/jrme-06-2020-0085","url":null,"abstract":"\u0000Purpose\u0000The aim of this paper is to present systematically a variety of benefits from innovating in response to an economic crisis.\u0000\u0000\u0000Design/methodology/approach\u0000This is a conceptual paper that draws on prior conceptual and empirical studies, especially the innovation-based view of firm performance.\u0000\u0000\u0000Findings\u0000Many firms have cut their innovation expenditures in response to the COVID-19 crisis. However, the financial crisis in 2008/2009 has shown that these short-term cost savings may have severely negative consequences on competitiveness. Several innovation examples from the crisis due to the COVID-19 pandemic further indicate that companies may benefit from a variety of first-order innovations, which go considerably beyond product development. Consequently, researchers and executives need to consider the variety of innovation types beyond product development, and they further need to emphasize second-order innovations, which describe the dynamic transformation of innovation management.\u0000\u0000\u0000Originality/value\u0000Academics and practitioners need to put specific attention to the transformation of innovation processes at the beginning of a crisis because firms may have to redesign their innovation processes. This dynamic reconfiguration and realignment of innovation processes further is essential again if a crisis continues for a longer period, such as the crisis due to the coronavirus pandemic. For example, if a company currently does not respond to relevant trends, its competitive position will deteriorate because other companies will enter the market. If firms can afford to continue or strengthen the innovation activities, they may profit substantially after the crisis.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-09-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49414493","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}
Pub Date : 2021-06-24DOI: 10.1108/jrme-03-2020-0026
Rukudzo Pamacheche, H. Duh
Purpose Hairstyling entrepreneurs are experiencing increasing customer demand alongside the market competition. Building commercial friendships are one of their strategies to beat the competition. However, the marketing benefits in terms of loyalty and pricing from this strategy are unknown. Following suggestions from the relationship marketing theory (RMT) that business benefits are gained from commercial friendships, this study aims to use ideas from RMT and those from models proposed by Bove and Johnson (2002) and Han et al. (2008) to examine the impact of hairstylist-client commercial friendship on four dimensions of personal loyalty to individual hairstylists and clients’ willingness to pay a premium price (WTPP). Design/methodology/approach Quantitative methods were used to collect and analyse data obtained from 562 hairstylists’ clients who had maintained the same hairstylist for 10 months in Johannesburg metropolis. Structural equation modelling using SmartPLS was used to test a conceptual model with eight hypotheses. Findings The results revealed that commercial friendship positively impacted affective, intention and behavioural personal loyalty dimensions and explained 49%, 47.9% and 46.9% of the variances, respectively. Of the four dimensions of personal loyalty, only behavioural loyalty positively influenced WTPP. Originality/value Unlike previous studies’ main focus on business-to-customer relationships and loyalty from a unidimensional perspective, this study contributes by revealing four dimensions of personal loyalty applicable in the haircare service sector. The findings confirm the business benefits suggested by the RMT, by showing that commercial friendship generates clients’ WTPP when they are behaviourally loyal. This guarantees profits and highlights the importance of nurturing close relationships in personal services.
{"title":"Personal-loyalty and pricing benefits from hairstylist-client commercial friendship","authors":"Rukudzo Pamacheche, H. Duh","doi":"10.1108/jrme-03-2020-0026","DOIUrl":"https://doi.org/10.1108/jrme-03-2020-0026","url":null,"abstract":"\u0000Purpose\u0000Hairstyling entrepreneurs are experiencing increasing customer demand alongside the market competition. Building commercial friendships are one of their strategies to beat the competition. However, the marketing benefits in terms of loyalty and pricing from this strategy are unknown. Following suggestions from the relationship marketing theory (RMT) that business benefits are gained from commercial friendships, this study aims to use ideas from RMT and those from models proposed by Bove and Johnson (2002) and Han et al. (2008) to examine the impact of hairstylist-client commercial friendship on four dimensions of personal loyalty to individual hairstylists and clients’ willingness to pay a premium price (WTPP).\u0000\u0000\u0000Design/methodology/approach\u0000Quantitative methods were used to collect and analyse data obtained from 562 hairstylists’ clients who had maintained the same hairstylist for 10 months in Johannesburg metropolis. Structural equation modelling using SmartPLS was used to test a conceptual model with eight hypotheses.\u0000\u0000\u0000Findings\u0000The results revealed that commercial friendship positively impacted affective, intention and behavioural personal loyalty dimensions and explained 49%, 47.9% and 46.9% of the variances, respectively. Of the four dimensions of personal loyalty, only behavioural loyalty positively influenced WTPP.\u0000\u0000\u0000Originality/value\u0000Unlike previous studies’ main focus on business-to-customer relationships and loyalty from a unidimensional perspective, this study contributes by revealing four dimensions of personal loyalty applicable in the haircare service sector. The findings confirm the business benefits suggested by the RMT, by showing that commercial friendship generates clients’ WTPP when they are behaviourally loyal. This guarantees profits and highlights the importance of nurturing close relationships in personal services.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-06-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48392151","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}
Pub Date : 2021-06-07DOI: 10.1108/JRME-08-2020-0105
L. Kyrgidou, Naoum Mylonas, E. Petridou, Evdokia Vacharoglou
Purpose The purpose of this study is to examine factors leading to venture success, emphasizing the role of entrepreneurs as critical in the whole process, based on a sample of women entrepreneurs. Drawing upon the competence-based view of the firm, it examines the effect of entrepreneurial competencies, managerial competencies and reliance on networks toward increased female venture success rates. Design/methodology/approach A structured questionnaire was allocated to women entrepreneurs to seek respondents’ perceptions. Principal component analysis (PCA) with varimax rotation was undertaken to confirm the constructs’ validity. A hierarchical regression analysis was performed to test the hypotheses. Findings Networking stands out as having the most significant positive effect on venture success while entrepreneurial and managerial core competencies are both important, with entrepreneurial competencies demonstrating a slightly higher score. Also, years of entrepreneurial experience, entrepreneurial family background and family status prove significant. Research limitations/implications The study confirms prior research, highlighting the role of entrepreneurs as central, sharpening understanding of the required determinants of venture success. It further provides new insight into venture success from the perspective of the competence-based theory, highlighting clear-cut competencies. Practical implications The study paves the way for the design of entrepreneurial learning programs targeting entrepreneurs and particularly females, highlighting the need for on-going education and educational programs to support entrepreneurs and distinctly women. Originality/value The study contributes to the effective management of venture progress and success and provides insight into entrepreneurs and policymakers.
{"title":"Entrepreneurs’ competencies and networking as determinants of women-owned ventures success in post-economic crisis era in Greece","authors":"L. Kyrgidou, Naoum Mylonas, E. Petridou, Evdokia Vacharoglou","doi":"10.1108/JRME-08-2020-0105","DOIUrl":"https://doi.org/10.1108/JRME-08-2020-0105","url":null,"abstract":"\u0000Purpose\u0000The purpose of this study is to examine factors leading to venture success, emphasizing the role of entrepreneurs as critical in the whole process, based on a sample of women entrepreneurs. Drawing upon the competence-based view of the firm, it examines the effect of entrepreneurial competencies, managerial competencies and reliance on networks toward increased female venture success rates.\u0000\u0000\u0000Design/methodology/approach\u0000A structured questionnaire was allocated to women entrepreneurs to seek respondents’ perceptions. Principal component analysis (PCA) with varimax rotation was undertaken to confirm the constructs’ validity. A hierarchical regression analysis was performed to test the hypotheses.\u0000\u0000\u0000Findings\u0000Networking stands out as having the most significant positive effect on venture success while entrepreneurial and managerial core competencies are both important, with entrepreneurial competencies demonstrating a slightly higher score. Also, years of entrepreneurial experience, entrepreneurial family background and family status prove significant.\u0000\u0000\u0000Research limitations/implications\u0000The study confirms prior research, highlighting the role of entrepreneurs as central, sharpening understanding of the required determinants of venture success. It further provides new insight into venture success from the perspective of the competence-based theory, highlighting clear-cut competencies.\u0000\u0000\u0000Practical implications\u0000The study paves the way for the design of entrepreneurial learning programs targeting entrepreneurs and particularly females, highlighting the need for on-going education and educational programs to support entrepreneurs and distinctly women.\u0000\u0000\u0000Originality/value\u0000The study contributes to the effective management of venture progress and success and provides insight into entrepreneurs and policymakers.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43809996","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}
Pub Date : 2021-06-02DOI: 10.1108/JRME-01-2020-0013
R. Rokhim, I. Mayasari, P. Wulandari
Purpose This study aims to analyze the adoption of the people entrepreneurship credit with online platform – a government-sponsored subsidy of small and medium enterprises to reduce poverty and to improve welfare – in the Central Java, Indonesia. The objective of the research is also to analyze the motivation of small and medium enterprises to adopt the credit with online platform in supporting business activities. The research framework used the technology acceptance model – the effect of perception of usefulness, perception of ease of use, subjective norm and four As – availability, affordability, awareness, acceptability and trust – to analyze them as the determinants on the intention to adopt the People Entrepreneurship Credit. Design/methodology/approach The quantitative method with survey was deployed in the study by distributing questionnaires. The number of collected data was 380 credit users, and the criteria used for the respondents were the small entrepreneurs with the use of the people entrepreneurship credit as the micro credit program. Findings Results indicated that perception of usefulness, perception of ease of use, subjective norm, availability, trust and affordability have direct effect on the intention to adopt the credit. Interestingly, the strongest direct effect on the adoption intention was more likely to come from the perception of ease of use. Meanwhile, awareness and acceptability have no direct effect on the intention to adopt. Originality/value This study provides new theoretical insights regarding the implementation of technology acceptance model to analyze the intention to adopt and the analysis of four As concept. The findings of the study will provide a better strategy for banking as service industries in formulating the program of credit access for the entrepreneurs to run the business properly.
{"title":"The factors that influence small and medium enterprises’ intention to adopt the government credit program","authors":"R. Rokhim, I. Mayasari, P. Wulandari","doi":"10.1108/JRME-01-2020-0013","DOIUrl":"https://doi.org/10.1108/JRME-01-2020-0013","url":null,"abstract":"\u0000Purpose\u0000This study aims to analyze the adoption of the people entrepreneurship credit with online platform – a government-sponsored subsidy of small and medium enterprises to reduce poverty and to improve welfare – in the Central Java, Indonesia. The objective of the research is also to analyze the motivation of small and medium enterprises to adopt the credit with online platform in supporting business activities. The research framework used the technology acceptance model – the effect of perception of usefulness, perception of ease of use, subjective norm and four As – availability, affordability, awareness, acceptability and trust – to analyze them as the determinants on the intention to adopt the People Entrepreneurship Credit.\u0000\u0000\u0000Design/methodology/approach\u0000The quantitative method with survey was deployed in the study by distributing questionnaires. The number of collected data was 380 credit users, and the criteria used for the respondents were the small entrepreneurs with the use of the people entrepreneurship credit as the micro credit program.\u0000\u0000\u0000Findings\u0000Results indicated that perception of usefulness, perception of ease of use, subjective norm, availability, trust and affordability have direct effect on the intention to adopt the credit. Interestingly, the strongest direct effect on the adoption intention was more likely to come from the perception of ease of use. Meanwhile, awareness and acceptability have no direct effect on the intention to adopt.\u0000\u0000\u0000Originality/value\u0000This study provides new theoretical insights regarding the implementation of technology acceptance model to analyze the intention to adopt and the analysis of four As concept. The findings of the study will provide a better strategy for banking as service industries in formulating the program of credit access for the entrepreneurs to run the business properly.\u0000","PeriodicalId":45322,"journal":{"name":"Journal of Research in Marketing and Entrepreneurship","volume":" ","pages":""},"PeriodicalIF":1.9,"publicationDate":"2021-06-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46785779","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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