Pub Date : 2021-04-03DOI: 10.1080/1051712X.2021.1920698
Sina Ruhland, K. Kooli, L. Wright
ABSTRACT Purpose The purpose of this study is to develop a conceptual framework that identifies the determinants leading to B-to-B firms’ motivations and subsequently to their intentions to become members of a new digital platform from a multi-stakeholders’ perspective, while mapping factors that encourage the intention and actual registration of B-to-B players to use the particular digital platform. Design/methodology/approach A qualitative methodology is adopted as the research study has semi-structured interviews in order to gain in-depth responses with firms, using the context of “This is Crowd Ltd,” a Business to Business firm from the creative industry.
本研究的目的是建立一个概念框架，从多方利益相关者的角度确定导致b2b企业动机和随后成为新数字平台成员的意图的决定因素，同时绘制鼓励b2b企业使用特定数字平台的意图和实际注册的因素。设计/方法/方法采用定性方法，因为该研究采用半结构化访谈，以“This is Crowd Ltd”(一家来自创意产业的企业对企业公司)为背景，获得与公司的深入回应。
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Pub Date : 2021-01-02DOI: 10.1080/1051712X.2021.1902054
L. Matthews, D. Edmondson, C. Ward
ABSTRACT Research Implications: This exploratory study investigates three possible antecedents to engagement and highlights the differences that gender plays in engaging employees. Overall, this research showcases how grit, ethical climate, and perceived supervisory support positively impact physical and emotional engagement in business-to-business salespeople. More specifically, this study finds that having an ethical climate directly promotes physical engagement for females. However, for males, the impact of ethical climate on physical engagement is mediated through perceived supervisory support. This is shown by the fact that only males exhibited a positive impact of perceived supervisory support on physical engagement coupled with ethical climate’s impact on perceived supervisory support being significantly stronger for males. Therefore, it is imperative that organizations exhibit an ethical climate in order for sales representatives to engage physically in their roles. In addition, it is essential that male sales representatives perceive support from their supervisor since that also directly impacted physical engagement. This study also illuminates that emotional engagement is not formed via ethical climate but instead is directly impacted through perceived supervisory support, whereas the impact is stronger for males than females. Therefore, enhancing perceptions of supervisory support will aid in employees being excited, interested, and enthusiastic towards their job. Finally, although there were no gender differences, the individual construct, grit, positively impacted both physical and emotional engagement for business-to-business salespeople. This trait should be considered in hiring decisions and developed using sales training in the sales workforce. Although this study provides a good initial examination of how physical and emotional engagement can be impacted by grit, ethical climate, and perceived supervisory support in business-to-business sales organizations, this study also highlights the need for additional research on both engagement and how differences in gender might impact these results. Contribution of the article: This is the first study that has examined antecedents to engagement in a business-to-business sales setting. In addition, this study investigates how gender impacts the development of physical and emotional engagement. This study is important to sales research because it highlights how physical and emotional engagement are developed by different antecedents when gender is taken into consideration. Some examples of guidance provided based on the study results can be categorized into three primary categories. These categories include (1) how an organization can exhibit an ethical climate, (2) ways a supervisor can provide support to their salespeople, and (3) sales management training to improve the grittiness of employees.
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Pub Date : 2021-01-02DOI: 10.1080/1051712X.2021.1893032
H. Kivijärvi, A. Virta
ABSTRACT Purpose – The purpose of this study is to examine the antecedents of service quality and customer value in a manufacturer-distributor context by elaborating the basic principles of general systems theory. Based on previous research in the field we demonstrate how an initially multidimensional and complicated phenomenon can be explained and predicted by a relatively simple research model. Methodology/approach – After the theoretical discussion, this paper develops a systemic research model for measuring service quality and customer value. The model suggests that input dimensions positively affect process dimensions, which subsequently have a positive effect on output quality. It shows the mechanisms by which factors outside the traditional service management domain impact service outcomes directly and indirectly. Quantitative empirical research was carried out in order to test the hypotheses inherent in the research model, and the data were analyzed using the partial least squares (PLS) method. Findings – Study findings support the widespread idea that perceived service quality and customer value are grounded in the quality of the service process and also on critical input factors. Considering both direct and indirect effects, it seems that the most significant driver behind the service quality and customer value is employee response followed by employee assurance. Nevertheless, it is important to note that both tangibles and visuals (visually appealing physical facilities, equipment, and appearance of personnel), as well as information items (quality and accessibility of information and communication quality), are quite strong predictors of the associated process structures. These service attributes should not be rejected when in pursuit of a comprehensive quality policy in practice. Research Implications – The chief contribution of this study to the research community is that a more definite conceptualization and explanation of the service success can be found by the general systems theory. Practical Implications – Our advice to practitioners, and above all to service management, is that they must do everything in their power to increase the level of employee responsiveness. Without ignoring other dimensions in the quality system, the soft metrics inherent in employee assurance are valued highly by customers. Originality/value – The research model reveals previously unrecognized interactions between eight constructs. Our data and the empirical tests confirm that the adopted approach explains service quality and customer value exceptionally well. In addition to the explanatory power of the proposed approach, due to the methodology chosen, it also has strong predictive power. Thus, the model can be used to predict observations for cases that are similar to the case used in the sample. Even though the specific focus of the study is on the manufacturer-distributor context, the results are applicable to service management in general.
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Pub Date : 2021-01-02DOI: 10.1080/1051712x.2021.1922176
Markus, Kirchberger, M. Wouters, James C. Anderson, Michelle D. Steward, James A. Narus, Michelle L. Roehm
VOLUME 27, 4 “How TechnologyBased Startups Can Use Customer Value Propositions to Gain Pilot Customers”Markus Kirchberger, Marc Wouters & James C. Anderson Pages: 353-374 https://www.tandfonline.com/doi/full/10.1080/1051712X.2020.1831212 The runner-up is: VOLUME 27, 2 “Tradeoffs in Supplier Attribute Ratings in Supplier Selection across Strategic versus Non-Strategic Purchases” Derrick Boone Sr., Michelle D. Steward, James A. Narus & Michelle L. Roehm Pages: 97-109 https://www.tandfonline.com/doi/full/10.1080/1051712X.2020.1748319 JOURNAL OF BUSINESS-TO-BUSINESS MARKETING 2021, VOL. 28, NO. 1, 1 https://doi.org/10.1080/1051712X.2021.1922176
第27,4卷“基于技术的创业公司如何使用客户价值主张来获得试点客户”Markus Kirchberger, Marc Wouters和James C. Anderson Pages: 353-374 https://www.tandfonline.com/doi/full/10.1080/1051712X.2020.1831212第二卷是:“供应商属性评级在供应商选择中的权衡跨战略与非战略采购”Derrick Boone Sr.， Michelle D. Steward, James A. Narus和Michelle L. Roehm Pages:97-109 https://www.tandfonline.com/doi/full/10.1080/1051712X.2020.1748319企业对企业营销杂志2021,VOL. 28, NO. 1。1,1 https://doi.org/10.1080/1051712X.2021.1922176
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Pub Date : 2021-01-02DOI: 10.1080/1051712X.2021.1893029
Francisco J. Más, J. Nicolau, A. Calderón
ABSTRACT Purpose: This paper examines the performance and risk of brand alliances by investigating the market value of brand alliances through the analysis of investors’ response, and look into the different reactions of the stock market to brand alliance-type in terms of co-branding and joint-promotion, as well as into the potential different effects in the contexts of B to B versus B to C. Brand alliances, whereby two or more brands are jointly presented to the consumer, have been investigated extensively. The importance of brand alliances is emphasized by two factors: (1) brands are considered critical elements in business-to-business marketing settings; and (2) firms use brand alliances due to the trading costs and investment necessary to buy brands, the increasingly higher costs of launching a new brand onto the market, the high failure rates in new brand launches and brand extensions, the competitive pressures around product launches and diffusion, and the limitations imposed on the extension of a brand by its own identity. Consequently, brand alliances have exploded over recent years. As indicated later, by accomplishing the purpose of this research we fill a gap in the literature as most of the research on brand alliances revolves around consumers’ perspective. Methodology/Approach: The methodology followed is based on the event study method. First, the event study estimates the excess returns of share prices generated by events that were unanticipated by the market. To this end, we estimate the market model and the subsequent abnormal returns. To examine the impact of the publication of a brand alliance announcement on the share prices of the company, we use the cumulative abnormal returns calculated over k days of the event window for 55 announcements. In the second step, we analyze the returns of the different brand alliances. In particular, the abnormal returns are used as dependent variable in a regression analysis, wherein the central explanatory variable is brand alliance type (co-branding vs joint promotion). Finally, the third stage of the methodology analyzes the change in the variance of returns between the periods before and after the brand alliance announcements. Findings: The results show that brand alliance announcements generate positive abnormal returns, which support the hypothesis that brand alliance announcements are positively related to company stock returns. In particular, we observe that the reactions to brand alliances are spread over the event window. In fact, the window (−5,+5) produces returns that stand at 1.6%, which is the greatest abnormal return over the five days around the publication date. The economic impact of a cumulative return of 1.6% in eleven days is tantamount to annual returns of 69.33%. Considering that the average market value of the sample is €17,494 million, it represents an increase of €279 million for the sample stocks on the period (−5,+5). The regression analysis shows that the coeffici
摘要目的：本文通过对投资者反应的分析，考察了品牌联盟的市场价值，从而考察品牌联盟的绩效和风险，并探讨了股票市场对品牌联盟类型在联名和联合推广方面的不同反应，以及在B to B和B to C的情况下潜在的不同影响。品牌联盟，即两个或多个品牌联合呈现给消费者，已经被广泛调查。品牌联盟的重要性由两个因素强调：（1）品牌被认为是企业对企业营销环境中的关键要素；（2）企业之所以使用品牌联盟，是因为购买品牌所需的交易成本和投资，将新品牌推向市场的成本越来越高，新品牌推出和品牌扩展的失败率很高，围绕产品推出和传播的竞争压力，以及品牌自身身份对品牌扩展的限制。因此，近年来，品牌联盟呈爆炸式增长。如后所述，通过实现本研究的目的，我们填补了文献中的空白，因为大多数关于品牌联盟的研究都围绕着消费者的角度展开。方法论/方法论：所遵循的方法论基于事件研究方法。首先，事件研究估计了市场意想不到的事件所产生的股价超额回报。为此，我们估计了市场模型和随后的异常收益。为了研究发布品牌联盟公告对公司股价的影响，我们使用了55份公告在事件窗口的k天内计算的累计异常回报。在第二步中，我们分析了不同品牌联盟的回报。特别是，在回归分析中，异常回报被用作因变量，其中中心解释变量是品牌联盟类型（联合品牌与联合促销）。最后，该方法的第三阶段分析了品牌联盟公告前后回报方差的变化。研究结果表明，品牌联盟公告产生正异常收益，这支持了品牌联盟公告与公司股票收益正相关的假设。特别是，我们观察到，对品牌联盟的反应在活动窗口中传播开来。事实上，窗口期（-5，+5）产生的回报率为1.6%，这是出版日期前后五天内最大的异常回报率。11天内1.6%的累积回报率的经济影响相当于69.33%的年回报率。考虑到样本的平均市值为174.94亿欧元，这意味着样本股票在这一时期（-5，+5）增加了2.79亿欧元。回归分析表明，变量“联合品牌”的系数为正且显著，这支持了联合品牌比联合促销呈现更高的异常回报的假设。然而，在B到B与B到C范式之间没有发现差异效应。研究结果表明，在联盟公告日后，股价的方差增加，这支持了公司股票收益的方差与品牌联盟公告呈正相关的假设。研究含义：衡量品牌联盟市场价值的关键含义是，研究应该重新定位，以更好地理解营销在公司价值创造中的作用。与其只专注于对消费者行为的营销研究，不如更多地关注创造股东价值的核心公司流程。实际意义：所获得的具体结果的管理意义如下：公司在实施品牌联盟战略时增加了其市场价值，从而在与其他组织打交道时更好地了解联盟活动的管理方式。这样，就公司业绩而言，找到一个合作伙伴与之建立品牌联盟可能是一个有用的目标。此外，研究结果表明，联合品牌比联合促销具有更高的异常回报，这表明联合品牌是公司最有价值的战略决策（或长期决策），因为它意味着两个或多个品牌同时参与单一产品。这样一来，决定是追求短期还是长期的品牌战略就变得至关重要。 论文的原创性/价值/贡献：文献分析了品牌联盟的后果，包括联盟后每个合作伙伴的品牌态度、联盟后组成品牌的品牌资产，以及联盟品牌对宿主品牌评价的影响。这些研究集中在消费者行为领域；也就是说，通过衡量消费者的态度和评价。尽管如此，通过品牌形象和资产来衡量反映关系另一面（即公司）的维度至关重要。尽管如此，尽管“品牌对公司产品的认知会渗透到公司股票市场的投资决策中”，但对品牌联盟对合作伙伴公司业绩和风险的影响的研究却很少受到关注。
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Pub Date : 2021-01-02DOI: 10.1080/1051712X.2021.1893034
S. Fang, Ching-Hui Chen, Chen-Wei Yang
ABSTRACT This practitioner note is to combine transaction cost theory and the knowledge-based view of the firm to investigate why and how the hub company in a network coordinates its members to co-create value in the steel industry. A theoretical model was proposed. A qualitative case study based on original survey data in the context of Taiwan’s steel industry. The analyses are based on different types of data: (1) direct observations, (2) semi-structured interviews, and (3) archived material. First, participant observation was employed since to analyze the organizational behavior and cooperation patterns among the members of the steel collaborative network. Second, we interviewed several managers, researchers, and scholars and kept records of all our data, and developed a list of codes to analyze the interviews’ transcripts by using the constructs obtained by the primary theoretical framework. After coding, pattern-matching techniques and explanation building techniques were used for analyzing data across informers and matching the information in the theoretical framework. Pattern-matching technique can classify open-ended comments into generalized classifications and evaluate the prompted comments regarding a proposition. We compared the different cases by examining new classifications and responses. The explanation building facilitated a preliminary assessment of the presumed set of causal link to improve the tentative theoretical framework and help develop preliminary propositions. Except one new construct emerging, the findings suggest preliminary evidence that the network’s value co-creation practices in steel collaborative network influenced by transaction cost factors and knowledge-based factors as theory argued. Two propositions are induced from the qualitative data. Proposition 1: The level of transaction cost factors perceived by ERC members is positively related to the degree of implementation of network’s value co-creation practices in Taiwan’s steel industry. Proposition 2: The level of knowledge-based factors perceived by ERC members positively related to the degree of implementation of network’s value co-creation practices in Taiwan’s steel industry. Theoretical implications contribute to strategic technology management research by providing a conceptual model for describing and assessing a steel collaborative network’s implementing process for value co-creation by using a case approach. Researchers have begun exploring inter-organizational knowledge creation in the steel industry and provided significant support to the prominence of new steel product-services knowledge. However, only a few studies focused on why and how the value of new steel product-services knowledge is co-generated within a steel collaborative network, and empirical evidence is lacking. Hence, it is important to develop a value co-creation model for steel collaborative networks to identify the determinants and procedure of value co-creation by integrating the
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Pub Date : 2021-01-02DOI: 10.1080/1051712X.2021.1893030
J. Larson, Bernard J. Jaworski
ABSTRACT Purpose: The purpose of this study is to examine the relationship between salesperson call frequency and account potential. In sharp contrast to conventional wisdom, in two case studies, we show that there is no relationship between call frequency and account potential. We conclude with a discussion of reasons why this may be the case. Design/Methodology/Approach: We provide results from two case studies. Using internal data from the firm and survey data, study 1 focused over 150 nurses in the United Kingdom who used a specific medical device with their patients. Here we asked the nurses a battery of approximately 40 questions. We combined this data with National Health Service on procedures performed at each hospital (a measure of account potential). Study two involves a different medical device maker. Here we examine monthly contact and compare it to account potential. Findings: Study 1 finds that contact frequency at the the lowest account potential quartile was statistically lower than each of the remaining quartiles. However, the second lowest quartile of had the exact same monthly contact frequency as the highest quartile of accounts even though the underlying potential of former is approximately one-third (36%) that of the highest quartile of hospitals. Study 2 finds a similar pattern. In particular, when we looked at monthly contact frequency for companies in account potential quartiles 1-2-3 and compared it to the highest account potential quartile, we again found no statistical difference between the two groups. Practical Implications: Sales reps in these two studies were not visiting the accounts with the highest potential. When sales reps are “re-allocated” to the highest potential accounts – sales increase dramatically. Originality/Value: Simple reallocation of the sales rep’s time can have significant implications for revenue growth. We provide some logic – that can be tested – on why sales reps may engage in this sub-optimal behavior.
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Pub Date : 2021-01-02DOI: 10.1080/1051712X.2021.1893033
Yasser Maghsoudi-Ganjeh, N. Khani, A. Alem-Tabriz
ABSTRACT Purpose: In this study, we explore the impacts of networking capability and its dimensions (i.e. impression management, network learning, finding, and managing) on network structure (i.e. size, diversity, flexibility), which eventually impacts commercialization performance (i.e. frequency, speed, radicalism, patents). Methodology: To address the study objective, we collected data from 220 managers and empirically examined the relationships in the proposed model. Findings: The results reveal that networking capability and its dimensions positively enhance firm commercialization performance. In addition, the mediating role of the business networks structure was also confirmed. Research Implications: Research results indicate that commercialization performance is significantly enhanced by networking capabilities and network structure, which provide opportunities for sharing information and exchanging resources. Practical Implications: First, our results indicate that networking capabilities contribute to the achievement of superior commercialization performance by renewing network structure, which, in turn, affects commercialization performance. Moreover, our study suggests that when networking capability is strong, the effect of network structure on commercialization performance could be higher. However, when networking capability is low, increase in network structure does not necessarily increase the effect of network structure on commercialization performance. On the contrary, improving network structure might negatively influence commercialization performance when networking capability is below certain levels. Therefore, firm actors can purposefully engage in the interactive networked activities that enable them to create the desired and favorable network structure in order to achieve the highest level of performance in the commercialization process. Originality/Value: This paper makes a number of important contributions. First, through an in-depth study of existing literature on networking capability, we introduce the impression management capability and network learning capability as two dimensions of networking capability that have received less attention in the prior studies. In addition, this study contributes to the commercialization literature by analyzing whether networking capability and network structure help firms release new products efficiently and successfully which lead to enhance the overall performance.
{"title":"Networking Capability and Commercialization Performance: The Role of Network Structure","authors":"Yasser Maghsoudi-Ganjeh, N. Khani, A. Alem-Tabriz","doi":"10.1080/1051712X.2021.1893033","DOIUrl":"https://doi.org/10.1080/1051712X.2021.1893033","url":null,"abstract":"ABSTRACT Purpose: In this study, we explore the impacts of networking capability and its dimensions (i.e. impression management, network learning, finding, and managing) on network structure (i.e. size, diversity, flexibility), which eventually impacts commercialization performance (i.e. frequency, speed, radicalism, patents). Methodology: To address the study objective, we collected data from 220 managers and empirically examined the relationships in the proposed model. Findings: The results reveal that networking capability and its dimensions positively enhance firm commercialization performance. In addition, the mediating role of the business networks structure was also confirmed. Research Implications: Research results indicate that commercialization performance is significantly enhanced by networking capabilities and network structure, which provide opportunities for sharing information and exchanging resources. Practical Implications: First, our results indicate that networking capabilities contribute to the achievement of superior commercialization performance by renewing network structure, which, in turn, affects commercialization performance. Moreover, our study suggests that when networking capability is strong, the effect of network structure on commercialization performance could be higher. However, when networking capability is low, increase in network structure does not necessarily increase the effect of network structure on commercialization performance. On the contrary, improving network structure might negatively influence commercialization performance when networking capability is below certain levels. Therefore, firm actors can purposefully engage in the interactive networked activities that enable them to create the desired and favorable network structure in order to achieve the highest level of performance in the commercialization process. Originality/Value: This paper makes a number of important contributions. First, through an in-depth study of existing literature on networking capability, we introduce the impression management capability and network learning capability as two dimensions of networking capability that have received less attention in the prior studies. In addition, this study contributes to the commercialization literature by analyzing whether networking capability and network structure help firms release new products efficiently and successfully which lead to enhance the overall performance.","PeriodicalId":46235,"journal":{"name":"Journal of Business-To-Business Marketing","volume":"28 1","pages":"51 - 68"},"PeriodicalIF":1.4,"publicationDate":"2021-01-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/1051712X.2021.1893033","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42403723","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.2020.1831213
Nils M. Høgevold, G. Svensson, M. Roberts-Lombard
ABSTRACT Purpose The study explores a seller’s perspective of the influence of opportunism and conflict, which are negatively loaded constructs, on non-economic satisfaction as a positively loaded construct. It further established the influence of non-economic satisfaction on economic satisfaction as a positively loaded construct from a sales perspective in a supplier–business relationship. Design/methodology/approach The study followed a quantitative and exploratory approach. Respondents (sales or marketing managers/directors or key account managers) were asked to identify one main business customer with whom they had interacted in the last year. In addition, respondents were further required to keep the selected customer in mind when answering the questionnaire. Consequently, all 213 but one (one non-response bias) surveys were used in the data analysis. A 5-point Likert-type scale was used to determine the degree to which respondents agreed or disagreed with the items provided in the questionnaire relating to opportunism, conflict, non-economic satisfaction and economic satisfaction in seller–business relationships. The SPSS/Amos 24.0 software was used to conduct the multivariate analysis in two phases. Phase one comprised a confirmatory factor analysis, while phase 2 comprised structural equation modeling. Confirmatory factor analysis was used to assess the measurement properties of each construct, while structural equation modeling was applied to evaluate the hypothesized relationships in the precursor and outcome research model. Findings The findings show that in seller–business relationships, sellers are of the opinion that buyer opportunism and the existence of conflict do affect a seller’s non-economic satisfaction directly, which in turn affects the economic satisfaction of seller–business relationships. Sellers further indicated a positive seller–business relationship can stimulate a long-term partnership if both opportunism and conflict are negatively related to non-economic satisfaction and non-economic satisfaction relates positively to economic satisfaction. Research implications The study makes a practical contribution through an improved understanding of a seller’s perspective on how opportunism relates to conflict, how these two precursors influence non-economic satisfaction and how the latter relates to economic satisfaction in a seller–business relationship environment. An improved understanding of a sellers perspective of the variables under study, can potentially stimulate a long-term partnership if both a seller and a buyer are in agreement that opportunism and conflict are negatively related to non-economic satisfaction and non-economic satisfaction relates positively to economic satisfaction. In terms of the theoretical contribution this study explores a seller’s perspective in business relationships to validate whether the findings reported in previous studies based on buyer business relationships applies to seller–busin
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