Pub Date : 2020-10-01DOI: 10.1080/1051712x.2020.1831211
Chih-An Lin, Homin Chen
ABSTRACT Purpose The “global factory” business model of some Asian economies provided many OEM opportunities for their growing firms, which led these firms on a reverse industrial development path that has been overlooked in the literature. These firms are now at a crossroad because this model is threatened by turbulent conditions. This study investigates whether and how these firms can take advantage of their unique development path and their focus on building collaborative relations to augment their value chain linkages with clients, and whether they benefit financially or socially from the relationship. Methodology/Approach This research quantitatively tests several hypotheses from both the manufacturer’s and the client’s perspectives using a paired survey method. The focus is on manufacturing firms based in Taiwan and Mainland China. Partial least squares structural equation modeling (PLS-SEM) is used to verify suitability of the proposed hypotheses. Extra analysis is also done to understand value chain configuration and contribution. Findings The empirical results show industry competition does not directly impact supplier’s management of the value chain relationship with the client. However, supplier industry competition positively influences supplier’s perceived environmental turbulence as well as client’s perceived environmental turbulence, which both then augment supplier-client value chain association. Augmented value-chain association contributes to annual revenue and client camaraderie. The client’s country of origin (emerging economy versus developed economy) also impacts value-chain association as well as configuration. When the client is from an emerging economy, a more comprehensive value chain is more likely. Keeping marketing and procurement (not R&D) functions in-house is more of a concern for clients from developed economies. After-sales services contribute the most to both revenue and camaraderie. Research Implications This research answers calls to take resource-dependency theory beyond the industry level of analysis and to explore additional relationship management instruments. It also expands RDT by considering the client’s perception of the supplier’s environment. The study is conducted in Chinese cultural context, which helps balance the existing emphasis on Western experiences in the literature. Practical Implications Asian manufacturers can use their unique industrial development path to benefit financially and socially from value-chain development. Suppliers should attempt to create more comprehensive value chains, especially when their clients are from emerging countries, and hone procurement and marketing skills. If suppliers hope to augment value-chain association with the client for revenue and camaraderie, suppliers should first attempt to capture after-sales services then procurement, with logistics being the least important. Originality/Value Firms in Asian emerging countries often establish a more functionally
{"title":"Augmenting Outsourced Value Chains Immersed in Turbulence","authors":"Chih-An Lin, Homin Chen","doi":"10.1080/1051712x.2020.1831211","DOIUrl":"https://doi.org/10.1080/1051712x.2020.1831211","url":null,"abstract":"ABSTRACT Purpose The “global factory” business model of some Asian economies provided many OEM opportunities for their growing firms, which led these firms on a reverse industrial development path that has been overlooked in the literature. These firms are now at a crossroad because this model is threatened by turbulent conditions. This study investigates whether and how these firms can take advantage of their unique development path and their focus on building collaborative relations to augment their value chain linkages with clients, and whether they benefit financially or socially from the relationship. Methodology/Approach This research quantitatively tests several hypotheses from both the manufacturer’s and the client’s perspectives using a paired survey method. The focus is on manufacturing firms based in Taiwan and Mainland China. Partial least squares structural equation modeling (PLS-SEM) is used to verify suitability of the proposed hypotheses. Extra analysis is also done to understand value chain configuration and contribution. Findings The empirical results show industry competition does not directly impact supplier’s management of the value chain relationship with the client. However, supplier industry competition positively influences supplier’s perceived environmental turbulence as well as client’s perceived environmental turbulence, which both then augment supplier-client value chain association. Augmented value-chain association contributes to annual revenue and client camaraderie. The client’s country of origin (emerging economy versus developed economy) also impacts value-chain association as well as configuration. When the client is from an emerging economy, a more comprehensive value chain is more likely. Keeping marketing and procurement (not R&D) functions in-house is more of a concern for clients from developed economies. After-sales services contribute the most to both revenue and camaraderie. Research Implications This research answers calls to take resource-dependency theory beyond the industry level of analysis and to explore additional relationship management instruments. It also expands RDT by considering the client’s perception of the supplier’s environment. The study is conducted in Chinese cultural context, which helps balance the existing emphasis on Western experiences in the literature. Practical Implications Asian manufacturers can use their unique industrial development path to benefit financially and socially from value-chain development. Suppliers should attempt to create more comprehensive value chains, especially when their clients are from emerging countries, and hone procurement and marketing skills. If suppliers hope to augment value-chain association with the client for revenue and camaraderie, suppliers should first attempt to capture after-sales services then procurement, with logistics being the least important. Originality/Value Firms in Asian emerging countries often establish a more functionally","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"27 1","pages":"335 - 351"},"PeriodicalIF":1.4,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712x.2020.1831211","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44601731","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-01DOI: 10.1080/1051712x.2020.1831215
Pável Reyes-Mercado, Karla Barajas-Portas
ABSTRACT This note analyzes the usage intensity of digital advertising platforms by small and medium enterprises (SMEs); it does so by integrating the technology readiness (TR) and unified theory of acceptance and use of technology (UTAUT) models. SMEs are characterized by a lack of sophisticated marketing tools and risk aversion when dealing with investments associated with uncertain outcomes. To understand this character, this study aims to understand the drivers and barriers that lead to varying levels of usage intensity of digital advertising platforms at the organizational level. While TR encompasses individual predispositions to adopt and use technologies, UTAUT captures technology-specific attributes oriented to accomplish tasks in work settings. Hence, we attain a holistic view of the usage intensity of these platforms by integrating the models. We theoretically substantiate the integration of both models and subsequently propose a TR-UTAUT model to explain and frame research hypotheses. Using 207 questionnaires from Mexican SMEs and using partial least squares (PLS) to test a structural model, we show that SMEs positively perceive the attributes of digital advertising platforms; however, individuals lack the readiness to use them at a full scale. SMEs need to gain knowledge of the benefits and clear outcomes of advertising in the digital realm. This practitioner note research intends to address the issue and show how the SMEs invest on digital advertising.
{"title":"Analysis of the Usage Intensity of Digital Advertising Platforms by SMEs Using an Integrated Models","authors":"Pável Reyes-Mercado, Karla Barajas-Portas","doi":"10.1080/1051712x.2020.1831215","DOIUrl":"https://doi.org/10.1080/1051712x.2020.1831215","url":null,"abstract":"ABSTRACT This note analyzes the usage intensity of digital advertising platforms by small and medium enterprises (SMEs); it does so by integrating the technology readiness (TR) and unified theory of acceptance and use of technology (UTAUT) models. SMEs are characterized by a lack of sophisticated marketing tools and risk aversion when dealing with investments associated with uncertain outcomes. To understand this character, this study aims to understand the drivers and barriers that lead to varying levels of usage intensity of digital advertising platforms at the organizational level. While TR encompasses individual predispositions to adopt and use technologies, UTAUT captures technology-specific attributes oriented to accomplish tasks in work settings. Hence, we attain a holistic view of the usage intensity of these platforms by integrating the models. We theoretically substantiate the integration of both models and subsequently propose a TR-UTAUT model to explain and frame research hypotheses. Using 207 questionnaires from Mexican SMEs and using partial least squares (PLS) to test a structural model, we show that SMEs positively perceive the attributes of digital advertising platforms; however, individuals lack the readiness to use them at a full scale. SMEs need to gain knowledge of the benefits and clear outcomes of advertising in the digital realm. This practitioner note research intends to address the issue and show how the SMEs invest on digital advertising.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"27 1","pages":"407 - 417"},"PeriodicalIF":1.4,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712x.2020.1831215","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44329110","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-01DOI: 10.1080/1051712x.2020.1831210
Benoit Bourguignon, H. Boeck, Theresa B. Clarke
ABSTRACT Purpose The use of threats to force supplier compliance is a common practice in current business affairs. Unfortunately, little is known regarding the supplier’s decision process to comply to or resist such a coercive strategy. The paper aims to develop a more comprehensive view of the decision process used by suppliers when threatened by their customers, as well as discover new phenomena regarding supplier Decision-Making Under Threat (DUT). More specifically, it aims at (1) gaining a better understanding of threats by looking at their patterns and commonalities and (2) identifying which consideration factors are relevant when suppliers evaluate threats. Method To identify which consideration factors are relevant to suppliers when deciding how to react to threats, the study employed an exploratory approach by interviewing 17 marketing practitioners with experiences in DUT. The in-depth interviews lasted between thirty-five and sixty-five minutes and were transcribed. Descriptive coding and template analysis generated thirty-nine descriptors and nine categories that are deemed important when considering DUT. The authors also evaluated the intensity of each of the consideration factors present in the decision process. Findings The results reveal that it is possible to categorize threats into three components: Objectives, Penalties and Manifestations. Objectives are what the customer is trying to achieve by using the threat, namely demanding price reductions, appropriating intellectual property, procuring financial statements, receiving a bribe, increasing technical requirements, accessing a cost breakdown, modifying delivery terms, and modifying payment terms. The penalty is what the supplier can expect to happen when refusing to comply, such as losing the customer’s sales. Finally, manifestations describe how the threat is presented by the customer. Study results show that these manifestations may be categorized according to their level of ambiguity, predictability, and candor. The results also reveal that at least five cognitive decision criteria are typically considered during the decision process although at different intensity levels from each participant. These criteria include: Dependence, Cost-Benefit Analysis, Relationship Quality, Relational Norm Violations, and Mimetic Isomorphism. Several interesting discoveries were made. For example, Dependence is both the consideration factor for which most people emphasized its influence on their decision and for which most people said that it had no influence at all. Relational norm violations is unique by being the only criterion for which no participant mentioned that it does not influence their decision. The overwhelming majority of study participants considered more than three criteria during the DUT process. Finally, participants said that they experienced negative emotions such as anger and frustration when exposed to threats albeit most did not recognize that it played a role in th
{"title":"An Exploration of Decision-Making under Threat","authors":"Benoit Bourguignon, H. Boeck, Theresa B. Clarke","doi":"10.1080/1051712x.2020.1831210","DOIUrl":"https://doi.org/10.1080/1051712x.2020.1831210","url":null,"abstract":"ABSTRACT Purpose The use of threats to force supplier compliance is a common practice in current business affairs. Unfortunately, little is known regarding the supplier’s decision process to comply to or resist such a coercive strategy. The paper aims to develop a more comprehensive view of the decision process used by suppliers when threatened by their customers, as well as discover new phenomena regarding supplier Decision-Making Under Threat (DUT). More specifically, it aims at (1) gaining a better understanding of threats by looking at their patterns and commonalities and (2) identifying which consideration factors are relevant when suppliers evaluate threats. Method To identify which consideration factors are relevant to suppliers when deciding how to react to threats, the study employed an exploratory approach by interviewing 17 marketing practitioners with experiences in DUT. The in-depth interviews lasted between thirty-five and sixty-five minutes and were transcribed. Descriptive coding and template analysis generated thirty-nine descriptors and nine categories that are deemed important when considering DUT. The authors also evaluated the intensity of each of the consideration factors present in the decision process. Findings The results reveal that it is possible to categorize threats into three components: Objectives, Penalties and Manifestations. Objectives are what the customer is trying to achieve by using the threat, namely demanding price reductions, appropriating intellectual property, procuring financial statements, receiving a bribe, increasing technical requirements, accessing a cost breakdown, modifying delivery terms, and modifying payment terms. The penalty is what the supplier can expect to happen when refusing to comply, such as losing the customer’s sales. Finally, manifestations describe how the threat is presented by the customer. Study results show that these manifestations may be categorized according to their level of ambiguity, predictability, and candor. The results also reveal that at least five cognitive decision criteria are typically considered during the decision process although at different intensity levels from each participant. These criteria include: Dependence, Cost-Benefit Analysis, Relationship Quality, Relational Norm Violations, and Mimetic Isomorphism. Several interesting discoveries were made. For example, Dependence is both the consideration factor for which most people emphasized its influence on their decision and for which most people said that it had no influence at all. Relational norm violations is unique by being the only criterion for which no participant mentioned that it does not influence their decision. The overwhelming majority of study participants considered more than three criteria during the DUT process. Finally, participants said that they experienced negative emotions such as anger and frustration when exposed to threats albeit most did not recognize that it played a role in th","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"27 1","pages":"313 - 333"},"PeriodicalIF":1.4,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712x.2020.1831210","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43909426","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-10-01DOI: 10.1080/1051712x.2020.1831214
Weng Marc Lim
ABSTRACT This practitioner note offers a defense of the challenger approach to business-to-business marketing in light of the critiques by Rapp et al. (2014) and Inks et al. (2019). This practitioner note also extends the recent conceptual and historical discussion by Lim (2020) through an in-depth rejoinder that champions the merits and remedies the critiques of challenger marketing. From a theoretical standpoint, this practitioner note should assist in alleviating the concerns of critics and skeptics on challenger marketing as well as motivating greater interest in and promoting greater understanding and application of the concept in business-to-business marketing research. From a practical standpoint, this practitioner note should generate greater interest in challenger marketing and increase understanding among marketers on the appropriate application of challenger marketing for business-to-business marketing practice.
根据Rapp et al.(2014)和Inks et al.(2019)的批评，本实践者笔记为企业对企业营销的挑战者方法提供了辩护。本实践者笔记还扩展了Lim(2020)最近的概念和历史讨论，通过深入的反驳，捍卫了挑战者营销的优点，并纠正了对挑战者营销的批评。从理论的角度来看，这篇实践性笔记应该有助于减轻批评者和怀疑者对挑战者营销的担忧，同时激发对这一概念的更大兴趣，并促进对这一概念在企业对企业营销研究中的更好理解和应用。从实践的角度来看，这篇实践者笔记应该会对挑战者营销产生更大的兴趣，并增加营销人员对挑战者营销在企业对企业营销实践中的适当应用的理解。
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Pub Date : 2020-10-01DOI: 10.1080/1051712x.2020.1831212
Markus A. Kirchberger, M. Wouters, James C. Anderson
ABSTRACT Purpose Customer value propositions are promoted as critical for technology startups. However, empirical evidence supporting the beneficial effects of startups using customer value propositions is lacking. We draw on a theory of integrating devices to develop and empirically test a model that describes how a technology startup may use customer value propositions to learn about customers and adapt its market offering to gain pilot customers. Methodology/approach Using structural equation modeling, we test our theoretical model with a dataset of 293 German new technology-based startups. Findings We find support that adopting the customer’s perspective, quantifying monetary value, and substantiating the value proposition are critical steps to gaining pilot customers. Research implications Our findings suggest that a customer value proposition can be understood as catalyst for learning about customers and tweaking the market offering – making the offering more compelling because of the value proposition’s specificity through monetary quantification. Future research could investigate in more detail the role of monetary quantification in the uncertain context of startups, the role of pilot customers to provide support and resources, as well as antecedents and consequences for startups of working with pilot customers. Practical implications Our research underscores the importance for a technology startup to look at its own market offering from the customer’s point of view – that is the starting point for benefitting from customer value propositions. Furthermore, a startup should start early sharing ideas with prospective customers about its market offering and the initial customer value proposition. And despite considerable uncertainty, a startup should aim for monetary quantification, because that focusses data gathering and helps to substantiate the customer value proposition. The role of a customer value proposition is not to portray a definite calculation of customer value, but to provide a startup with a concrete but also evolving understanding of customer value to help the startup improve its market offering and attract pilot customers. Originality/value/contribution of the paper Most of the literature on customer value propositions has focused on established supplier firms. Startups, however, face some unique conditions that do not allow simply transferring ideas about customer value propositions for established firms to startups. The primary contribution of this study is the development and empirical test of a theoretical model of the process for how, together with customers, technology startups use customer value propositions in business markets to guide learning about their market offerings to achieve market success.
{"title":"How Technology- Based Startups Can Use Customer Value Propositions to Gain Pilot Customers","authors":"Markus A. Kirchberger, M. Wouters, James C. Anderson","doi":"10.1080/1051712x.2020.1831212","DOIUrl":"https://doi.org/10.1080/1051712x.2020.1831212","url":null,"abstract":"ABSTRACT Purpose Customer value propositions are promoted as critical for technology startups. However, empirical evidence supporting the beneficial effects of startups using customer value propositions is lacking. We draw on a theory of integrating devices to develop and empirically test a model that describes how a technology startup may use customer value propositions to learn about customers and adapt its market offering to gain pilot customers. Methodology/approach Using structural equation modeling, we test our theoretical model with a dataset of 293 German new technology-based startups. Findings We find support that adopting the customer’s perspective, quantifying monetary value, and substantiating the value proposition are critical steps to gaining pilot customers. Research implications Our findings suggest that a customer value proposition can be understood as catalyst for learning about customers and tweaking the market offering – making the offering more compelling because of the value proposition’s specificity through monetary quantification. Future research could investigate in more detail the role of monetary quantification in the uncertain context of startups, the role of pilot customers to provide support and resources, as well as antecedents and consequences for startups of working with pilot customers. Practical implications Our research underscores the importance for a technology startup to look at its own market offering from the customer’s point of view – that is the starting point for benefitting from customer value propositions. Furthermore, a startup should start early sharing ideas with prospective customers about its market offering and the initial customer value proposition. And despite considerable uncertainty, a startup should aim for monetary quantification, because that focusses data gathering and helps to substantiate the customer value proposition. The role of a customer value proposition is not to portray a definite calculation of customer value, but to provide a startup with a concrete but also evolving understanding of customer value to help the startup improve its market offering and attract pilot customers. Originality/value/contribution of the paper Most of the literature on customer value propositions has focused on established supplier firms. Startups, however, face some unique conditions that do not allow simply transferring ideas about customer value propositions for established firms to startups. The primary contribution of this study is the development and empirical test of a theoretical model of the process for how, together with customers, technology startups use customer value propositions in business markets to guide learning about their market offerings to achieve market success.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"27 1","pages":"353 - 374"},"PeriodicalIF":1.4,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712x.2020.1831212","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49019859","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-02DOI: 10.1080/1051712X.2020.1787024
Yunjia Chi, Fue Zeng, Maggie Chuoyan Dong, Y. Song
ABSTRACT Purpose This article aims to introduce and distinguish two features of contract design – prevention and promotion contracts – and compares their effects on opportunism within the distributor–supplier relationship. It also examines the moderating role of ex post contract enforcement strategies. Methodology/approach The authors test the proposed theoretical model by collecting matched data from distributors and suppliers in China. Moreover, partial least squares regression is used to analyze the data and test the hypothesis model. Findings The results show that a prevention contract leads the distributor to vigilantly avoid mistakes and punishments, thereby deterring him from behaving opportunistically. Alternatively, a promotion contract motivates the distributor to make an effort to attain potential long-run payoffs instead of short-term profits, subsequently restraining his opportunism. Overall, the promotion contract is more effective in curbing distributor opportunism than the prevention contract. In addition, the inhibitory effect of a prevention contract on opportunism is reinforced along with a severe contract enforcement strategy. By contrast, a promotion contract effectively mitigates opportunism with a swift contract enforcement strategy. Originality/value/contribution This study untangles two distinctive features of contract design – prevention-framed and promotion-framed contracts – and compares their effects on opportunism management. This study also provides a profound understanding of contract effectiveness by revealing the interaction effect between ex ante contract design and ex post contract enforcement. Research implications Researchers are encouraged to explore contract effectiveness from a framing perspective. In particular, ex post contract enforcement strategies should be included in research frameworks related to contract governance. Suggestions for further research on the effects of prevention and promotion contracts on different forms of opportunism are also proposed. Practical implications This article provides several insightful implications for managers in designing and enforcing contract in business-to-business marketing. Managers can strategically achieve control and motivation effects by consciously making framing decisions in the contract design, further curbing opportunistic behaviors. Moreover, managers can select a contract enforcement strategy in accordance with the contract type to maximize the effects of the specific contract.
{"title":"Promotion and Prevention Contracts in Industry Level Firm to Firm Dyad","authors":"Yunjia Chi, Fue Zeng, Maggie Chuoyan Dong, Y. Song","doi":"10.1080/1051712X.2020.1787024","DOIUrl":"https://doi.org/10.1080/1051712X.2020.1787024","url":null,"abstract":"ABSTRACT Purpose This article aims to introduce and distinguish two features of contract design – prevention and promotion contracts – and compares their effects on opportunism within the distributor–supplier relationship. It also examines the moderating role of ex post contract enforcement strategies. Methodology/approach The authors test the proposed theoretical model by collecting matched data from distributors and suppliers in China. Moreover, partial least squares regression is used to analyze the data and test the hypothesis model. Findings The results show that a prevention contract leads the distributor to vigilantly avoid mistakes and punishments, thereby deterring him from behaving opportunistically. Alternatively, a promotion contract motivates the distributor to make an effort to attain potential long-run payoffs instead of short-term profits, subsequently restraining his opportunism. Overall, the promotion contract is more effective in curbing distributor opportunism than the prevention contract. In addition, the inhibitory effect of a prevention contract on opportunism is reinforced along with a severe contract enforcement strategy. By contrast, a promotion contract effectively mitigates opportunism with a swift contract enforcement strategy. Originality/value/contribution This study untangles two distinctive features of contract design – prevention-framed and promotion-framed contracts – and compares their effects on opportunism management. This study also provides a profound understanding of contract effectiveness by revealing the interaction effect between ex ante contract design and ex post contract enforcement. Research implications Researchers are encouraged to explore contract effectiveness from a framing perspective. In particular, ex post contract enforcement strategies should be included in research frameworks related to contract governance. Suggestions for further research on the effects of prevention and promotion contracts on different forms of opportunism are also proposed. Practical implications This article provides several insightful implications for managers in designing and enforcing contract in business-to-business marketing. Managers can strategically achieve control and motivation effects by consciously making framing decisions in the contract design, further curbing opportunistic behaviors. Moreover, managers can select a contract enforcement strategy in accordance with the contract type to maximize the effects of the specific contract.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"27 1","pages":"203 - 219"},"PeriodicalIF":1.4,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2020.1787024","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48419742","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-02DOI: 10.1080/1051712X.2020.1787025
Adam Nguyen
ABSTRACT Purpose Interorganizational (IO) cooperation has been examined primarily as a role-based concept. This research seeks to extend this concept by examining a distinct mode of IO cooperation: favor-based cooperation. This concept refers to voluntary exchanges of preferential treatments between boundary personnel across organizations that are perceived as going beyond the requirements of their role relationships. Methodology/Approach A qualitative case research design is used to build a grounded theoretical framework on favor-based cooperation. The empirical basis of the proposed framework includes around 300 favor incidents gathered through multiple sources to get a broad and balanced view of the phenomenon. Theoretically, the author employs role theory to conceptualize favor-based cooperation as qua persona, extra-role behavior; additionally, he draws on transaction cost economics (TCE) to examine the value of favor-based cooperation as a means of adaptation relative to TCE relational contracting. Findings As an extra-role behavior, the added value of favor-based cooperation lies in its capability to provide extra flexibility in the system via informal consent to adaptation requests and preferred access to exchange partner’s time availability. But this mode of cooperation involves a high risk of opportunism when a lot is at stake. Thus, favor-based cooperation best suits IO exchanges that require highly frequent but lowly consequential coordinated adaptation and can enhance IO value creation beyond role-based cooperation (relational contracting) in these situations. Since favor-based cooperation involves transgressing the market forces, it ill-suits IO exchanges that require autonomous adaptations. As a qua persona behavior, favor-based cooperation first and foremost serves the interests of the individuals involved. Thus, whereas interorganizational interest alignment provides sufficient incentive for beneficial role-based cooperation to occur, beneficial favor-based cooperation also requires organizational-individual interest alignment. Research Implications The inclusion of the favor-based cooperation concept in the study of IO cooperation helps address the overlooked individual aspect of IO cooperation. In the role-based approach that is typical in research on IO cooperation, boundary personnel are viewed as organizational agents who act to maximize their respective organizational interests. In viewing IO cooperation as qua persona behavior (as in the case of favor-based cooperation), the current research explicitly accounts for boundary personnel’s individual interests. While individual interests do account for certain harmful behaviors (e.g., buying business or covering poor performance), they also account for beneficial behaviors that have not been adequately accounted for in role-based theories of IO cooperation. For example, it is individual interests (e.g., the desire to help a friend) that motivate some boundary persons to exert
{"title":"The Individual Aspect of Interorganizational Cooperation: Favor-Based Cooperation","authors":"Adam Nguyen","doi":"10.1080/1051712X.2020.1787025","DOIUrl":"https://doi.org/10.1080/1051712X.2020.1787025","url":null,"abstract":"ABSTRACT Purpose Interorganizational (IO) cooperation has been examined primarily as a role-based concept. This research seeks to extend this concept by examining a distinct mode of IO cooperation: favor-based cooperation. This concept refers to voluntary exchanges of preferential treatments between boundary personnel across organizations that are perceived as going beyond the requirements of their role relationships. Methodology/Approach A qualitative case research design is used to build a grounded theoretical framework on favor-based cooperation. The empirical basis of the proposed framework includes around 300 favor incidents gathered through multiple sources to get a broad and balanced view of the phenomenon. Theoretically, the author employs role theory to conceptualize favor-based cooperation as qua persona, extra-role behavior; additionally, he draws on transaction cost economics (TCE) to examine the value of favor-based cooperation as a means of adaptation relative to TCE relational contracting. Findings As an extra-role behavior, the added value of favor-based cooperation lies in its capability to provide extra flexibility in the system via informal consent to adaptation requests and preferred access to exchange partner’s time availability. But this mode of cooperation involves a high risk of opportunism when a lot is at stake. Thus, favor-based cooperation best suits IO exchanges that require highly frequent but lowly consequential coordinated adaptation and can enhance IO value creation beyond role-based cooperation (relational contracting) in these situations. Since favor-based cooperation involves transgressing the market forces, it ill-suits IO exchanges that require autonomous adaptations. As a qua persona behavior, favor-based cooperation first and foremost serves the interests of the individuals involved. Thus, whereas interorganizational interest alignment provides sufficient incentive for beneficial role-based cooperation to occur, beneficial favor-based cooperation also requires organizational-individual interest alignment. Research Implications The inclusion of the favor-based cooperation concept in the study of IO cooperation helps address the overlooked individual aspect of IO cooperation. In the role-based approach that is typical in research on IO cooperation, boundary personnel are viewed as organizational agents who act to maximize their respective organizational interests. In viewing IO cooperation as qua persona behavior (as in the case of favor-based cooperation), the current research explicitly accounts for boundary personnel’s individual interests. While individual interests do account for certain harmful behaviors (e.g., buying business or covering poor performance), they also account for beneficial behaviors that have not been adequately accounted for in role-based theories of IO cooperation. For example, it is individual interests (e.g., the desire to help a friend) that motivate some boundary persons to exert ","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"27 1","pages":"221 - 245"},"PeriodicalIF":1.4,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2020.1787025","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45113654","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-02DOI: 10.1080/1051712X.2020.1787028
A. Woodside, Pedro Mir-Bernal
ABSTRACT Purpose This précis on recent service breakdown prevention (SBP) theory and research advocates innovation organizational leadership and actions via business-to-organization (B-to-O) training focusing on how to manage face-to-face server-client encounters by designing/engaging in effective processes to achieve highly desirable outcomes. This research note advocates the use of role-playing training in experiencing simulated disastrous processes and how-to-avoid such outcomes. Focus This research note builds and extends prior research on “broadening the concept of marketing” to organizational-client contexts beyond retail store setting, telephone, and website-e-mail interactions by recognizing and adopting B-to-O-to-C frontline engagement in server–client interactions – where “B” includes effective trainers/firms helping organizations (O) (e.g. police departments) to SBP tools with civilians (C). The research note briefly reviews available (numerous) videos of uninformed frontline services attempting to enforce unlawful procedures and bad organizational policies with highly knowledgeable clients (e.g. bodycam videos of servers offering unsolicited help and by “first amendment auditors”). “Client” is used broadly here to include consumers and citizens performing naturally occurring “normal” acts and legal acts appearing unusual to servers, as well as consumers engaging in purchasing/returning products and services. Recommendations This research note points out the general absence of scholarly research in relevant literature comparing the effectiveness of alternative training program designs focusing on delivering high-quality serving. Managerial implications The research note here provides clues on how to move forward in providing effective training of both high-quality service and decreasing bad service practices – by first recognizing that these two objectives have asymmetrically different configurations of causes.
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Pub Date : 2020-07-02DOI: 10.1080/1051712X.2020.1787027
M. Zietsman, P. Mostert, G. Svensson
ABSTRACT Purpose The purpose of this paper is to position economic and non-economic satisfaction as outcomes of micro-enterprises’ perception of value, and to determine the antecedents of perceived value within the business banking industry. Methodology/Approach The study is based on a self-administered and internet-based questionnaire conducted in the South African business banking industry. The sample consists of 381 micro-enterprises that employ one or two staff members. Findings The results reveal that economic satisfaction and non-economic satisfaction are influenced by customers’ perceived value, and that price fairness influences perceived value through the mediating effects of perceived price and service quality. Significant relationships were also found between perceived price and economic satisfaction, and between economic satisfaction and non-economic satisfaction. Research Implications Drawing on social exchange theory, this research adds to the existing literature by exploring price fairness in business customers’ perception of value, and their subsequent satisfaction judgments – specifically economic and non-economic satisfaction. Managerial Implications The study offers banking executives insight into factors that influence micro-enterprises’ perception of value, and the consequences of higher perceived value in terms of their economic and non-economic satisfaction levels. Originality/Value/Contributions Micro-enterprises are an under-researched target group in the areas of price, quality, value, and satisfaction within the business banking industry. The study further contributes to theory by being among the first to posit economic and non-economic satisfaction as dual outcomes of perceived value.
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Pub Date : 2020-07-02DOI: 10.1080/1051712X.2020.1787030
E. Wilson
The entrepreneurship literature contains a new contribution – a highly readable monograph comprised 24 short case studies on various topics regarding strategy of women-owned small businesses. Edite...
{"title":"Go-To-Market Strategies for Women Entrepreneurs","authors":"E. Wilson","doi":"10.1080/1051712X.2020.1787030","DOIUrl":"https://doi.org/10.1080/1051712X.2020.1787030","url":null,"abstract":"The entrepreneurship literature contains a new contribution – a highly readable monograph comprised 24 short case studies on various topics regarding strategy of women-owned small businesses. Edite...","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"27 1","pages":"311 - 311"},"PeriodicalIF":1.4,"publicationDate":"2020-07-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2020.1787030","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48067539","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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