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The logic of value innovation has received increased attention in the strategic marketing and innovation literature. Studies investigating how value innovation, as a firm’s strategic mindset, contributes to creating new market space through more proximal market-driven factors such as strategic decisions and customer value are still lacking, nevertheless. This study aim to investigate how the logic of value innovation influences creating new market space through quantum strategy and customer value creation.

Survey data from a sample of 204 manufacturing and service firms was used to test the conceptual model and research hypotheses. The data were analyzed using structural equation modeling.

The findings reveal the direct and indirect effect of value innovation logic on the new market space through the mediation of quantum strategy and customer value creation. Besides, this study shows that quantum strategy does not directly contribute to customer value creation. A reason is that the quantum strategy as a both/and strategy is the more dominating factor in creating new market space.

There is still a lack of a systematic understanding of how value innovation, as a firm’s strategic mindset, contribute to creating new market space through a firm’s strategic choices and superior customer value creation, as more proximal market-driven factors. This study empirically attempted to address this research problem. This study contributes to the strategic marketing literature by providing a model for the interwoven relationships between value innovation, quantum strategy, customer value and new market space.

In a fierce competition environment in which product prices fall sharply or even tend to be free, only by realizing differentiated customer value through continuous innovation can companies respond quickly and effectively to changes and enhance their core competitiveness.

The innovation ecosystem takes the enterprise as the core, based on stakeholders such as partners, customers and intermediaries, and is highly concentrated in an industry or a region to form close horizontal and vertical links with each other[4]. With the goal of continuously creating differentiated customer value, the internal resources of the collaborative system are integrated, and through the rapid flow of knowledge, material and value between the various entities, the overall value-added ability is continuously improved.

The innovation ecosystem is the core for users to create expected and dream experience. It combines different knowledge systems of groups and individuals with different characteristics and backgrounds to create an environment where various ideas can effectively collide and recombine and integrate resources through multiple channels to form an organism.

Ecological factors in the production and application of technology diffusion and knowledge in the process of mutual influence, in the process of dynamic interactive learning and self-reinforcing, identify and understand the customer value, coordinated development of the overall operation of product and service system, to form a consistent brand and improve customer loyalty and ultimately improve the innovation ecosystem value.

The purpose of this paper is to explore the relationships between service innovation, customer value creation (CVC) and customer satisfaction (CS) with specific emphasis to Ghanaian telecommunication operators.

Assuming a positivist philosophical approach with a quantitative data analysis technique, the study samples 510 registered adult customers of at least one telecommunication network in Ghana. An exploratory factor analysis, confirmatory factor analysis and structural equation modeling were used to assess and confirm the proposed scales validity and the relationships of the research model.

The study unveiled that a service firm’s ability to achieve CS is dependent on how telecommunication operators harness and deploy their service innovation activities. In addition, the study showed that CVC mediates the relationship between service innovation and CS. Thus, service innovation must create value for customers in order to enhance CS.

By relating the study findings to firms’ innovation strategies, managers can improve the strength of their service offerings to achieve CS by spending more on consumer research, market research and increased customer interactions.

Considering the uniqueness of this study in a Ghanaian context, the research draws on two influential theories, which are signaling theory and expectation disconfirmation theory to examine the differential role played by service innovation in enabling telecommunication operators in Ghana, to create customer value in order to achieve CS amidst the constraints in the business environment.

This paper aims to explore the role of configurations of relationship quality dimensions for explaining sources of behavioral outcomes in the globalized manufacturing industry.

A joint analysis of behavioral and objective performance data from globalized manufacturing links perceptual customer metrics that relate to dimensions of relationship quality (i.e. attitudinal loyalty, perceived customer orientation, customers’ perceived innovativeness of the supplier and perceived customer influence on supplier innovation) with behavioral outcomes (i.e. share of wallet (SOW) and customer account profitability). Using data from a global business-to-business (B2B) customer survey together with archival performance data from a multinational mechanical engineering firm, a fuzzy set qualitative comparative analysis (fsQCA) is performed.

The fsQCA results suggest that perceptual customer metrics related to innovation can be relevant aspects of relationship quality, in line with Anderson and Mittal’s (2000) satisfaction-repurchase-profitability chain framework and its adaptation to SOW. However, the underlying complexities in the different combinations of attributes in the recipe are such that they are not equifinal in leading to higher SOW or higher profitability. This paper finds indications for non-linearities between perceptual measures investigated and profitability of customer accounts, with particular relevance for the role of perceived customer orientation, perceived product innovativeness of the supplier and attitudinal loyalty.

The analysis faces a number of limitations, starting with its reliance on cross-sectional survey data, which does not enable us to account for feedback mechanisms, for example, arising from customer perceptions regarding innovation aspects. The lack of a multidimensional conceptionalization of the perceptual customer constructs may have limited the analysis, considering also recent evidence from retail companies in the furniture sector in Spain, suggesting that the multidimensional conceptualization of relationship value explained satisfaction and loyalty levels to a greater extent than the one-dimensional conceptualization (Ruiz-Martínez et al., 2019).

In terms of managerial implication, the results suggest that customers perceive limited value in participating in the focal firm’s innovation value chain funnel, hence customer loyalty cannot be bought using simple incentive strategies. The results with regard to customer account profitability suggest that B2B customers investigated here may distinguish when interacting with their globalized supplier in the innovation funnel: they may see a positive customer value when the innovation is a product, and thus, relation-specific, whereas they may see limited customer value when innovation is considered in more generic terms (customers’ perceived influence on supplier innovation in general).

This paper starts from the premise that perceptual customer metrics can matter for supplier performance, as the customer relationship and customer value management research has shown. However, there is limited empirical evidence from globalized manufacturing sectors incorporating perceptual constructs in behavioral outcomes, and limited evidence assessing customer-perceived value in such sectors through alternate approaches to main-effects focused analyzes. We employ qualitative comparative analysis using fuzzy sets (Russo et al., 2019) to address these gaps, focusing on two key behavioral outcomes, namely, customer account profitability and SOW.

This paper aims to empirically investigate how event innovation may induce desirable corporate branding.

A survey yielded 280 complete responses from tourists who had attended an event in Macau. Structural equation modeling was used to test the innovation-corporate loyalty framework through perceived event value and corporate image, with a multi-group comparison to examine differences between first-time and repeat customers.

The results indicate that innovation is not only the key to value enhancement of the event but also an efficacious instrument of branding the parent company and building corporate loyalty; only product-related innovation has a significant impact on event value; both functional and emotional values induce a more favorable corporate image; and event-induced corporate branding is more effective in securing repeat business than attracting new clientele.

The findings help hospitality operators and event planners to leverage innovative events for corporate branding and cater to different customer segments by providing distinct marketing strategies.

The study contributes to the body of knowledge regarding event management and corporate branding and sheds light on future research to explore the initiative and benefit of pushing forward event innovation.

Prior research assumes that customer integration enhances customer value. However, the mechanisms and conditions under which customer integration contributes to customer value are less understood. This study aims to draw insight from the resource-based view (RBV) to conceptualize customer integration as an input resource that triggers product and process innovation capabilities to enhance customer value. The study further draws on the contingent RBV to examine supply chain network complexity (SCNC) conditions under which customer integration contributes to customer value through product and process innovation capabilities.

This study’s conceptual framework is tested on primary data from 335 firms in Ghana. PROCESS and ordinary least square regression analyses were used to test the study hypotheses. Additional analyses were conducted using structural equation modeling and two-stage least square regression analysis.

This study finds that, beyond the significant direct positive association between customer integration and customer value, product and process innovation capabilities mediate the association between customer integration and customer value. Evidence further shows that the indirect associations between customer integration and customer value through product and process innovations are strengthened when SCNC increases.

This research validates the presumed relationship between customer integration and customer value and provides theoretical arguments and empirical evidence to demonstrate how process and product innovation capabilities uniquely and in interaction with SCNC transform this relationship.

The aim of this paper is to propose a consistent framework that allows the brand manager to detect innovation/growth opportunities and risks.

The paper is based on an extensive theoretical study of innovation and growth approaches combined with analysis of cases (Dell and Red Bull) and many practical examples. The different approaches are compared at three levels: the customer value, the process and customer segment level. It also uses principles of the logical brand management model, proposed in a JPBM (2004) article as a benchmark.

The paper shows that many frameworks still focus too much on the firm's perspective instead of the customer perspective. An approach is proposed in which growth and innovation starts from the customer value. It allows to detect potential opportunities and risks at a very detailed level.

The growth and innovation model proposed may be used in a business‐ to‐consumer and a business‐ to‐business context (as illustrated with the cases and examples).

Continuous adjustment of the customer value, by manipulating importance and satisfaction rates of different brand drivers leads to a continuous redefinition of contextual segments. In an effort to keep current customer segments and to attract new ones a balance must be sought continuously when adjusting the brand drivers. This kind of audit may also be perceived as a risk management approach for brand managers who want to evaluate innovation and growth options.

This paper “integrates” many innovation and growth approaches into “one” consistent approach.

The purpose of this paper is to present an empirical study which examines the relationships among design-driven innovation, quality and customer value in manufacturing companies.

A research project was carried out in 193 Italian manufacturing companies, using the questionnaire method. An exploratory research study was conducted with hierarchical cluster analysis and regression analysis.

The analysis shows the existence of four clusters of manufacturing companies which differ by firm size, expenditure in innovation and type of innovation. Furthermore, the elements of a quality product and a design product have a significant impact on customer value, and the importance of these elements changes within the different cluster.

The small size of the sample and the geographic origin of companies imply limited generalizability and further research on the topic is recommended.

The study suggests that companies should simultaneously pursue quality and innovation to increase customer value. To achieve high levels of innovation, and thus increase their quality standards, manufacturing companies should consider the importance of the elements related to design which have impact on customer value.

Focusing on the relationship between design-driven innovation and quality which has not yet been investigated, the present study reveals many common elements of product design and quality product and their positive influence on the perception of customer value.

Change is normal in a healthy economy, and is intrinsically driven by continued acquisition of new knowledge – both scientific and otherwise (Drucker, 1985). Continued acceleration of knowledge attainment provides context for what is arguably the twenty-first century’s single most critical socioeconomic characteristic: rapid change and continuous disruption of the free market (Carlson and Wilmot, 2006). In this unstable landscape, even the most resilient and successful companies, despite applying sound business management principles, are not immune to gradual erosion of their positions of growth and dominance (Christensen and Raynor, 2003). The life span of the average organization is shrinking, and a mainstay of past generations – “lifetime employment” – is no longer the status quo (Carlson and Wilmot, 2006, pp. 34-35).

Employees who wish to become leaders in the twenty-first century must develop the capability to exploit opportunities generated by the external pace of change and turn those opportunities into growth avenues for their organizations. Employees who master this process, and adopt the behaviors that drive it, will find themselves highly desirable to employers and in possession of a new version of the lifetime employment guarantee that stems from continuously creating value for their organizations. By understanding the relationship between innovation and organizational growth, organizations can better cultivate and leverage the multifaceted role that intrapreneurs can play in understanding the market, delivering value to the customer and formulating strategy.

Many organizations do not have the human resource capacities needed to create new growth. Managers at most established organizations have focused by necessity mainly on current operations. Doing this allows them and their employees to develop operational skills for solving problems related primarily to quality and cost-control, or to process implementation – but not for starting new growth areas (Christensen and Raynor, 2003, p. 179). While managers’ current responsibilities are important, this workload draws them away from focusing on new opportunities for the sake of monitoring current ones. The problems encountered and skills required for intrapreneurial action are very different from those needed to conduct “business as usual” operations; however, the capacity and skillset is critical to develop so that the organization as a whole can experience long-term growth. Therefore, organizations need intrapreneurial leaders who have learned and practiced these skills through experience – leaders who demonstrate not only a deep knowledge of their market and how to create new customer value, but also a sustained commitment to turning that knowledge into a real source of growth for their organization. Fortunately, there is incentive for both organizations and employees to progress in this direction.

Organizations will benefit from the longevity provided by new growth if they make efforts to promote and foster intrapreneurial behavior by their employees and managers. Managers and employees, in turn, will benefit by becoming leaders who find themselves more and more employable, as organizations shift to hiring people who possess intrapreneurial skills. The significant value here is that innovation facilitated by intrapreneurs practically enhances organizational growth overall. The result is a future of growth and opportunity for both individuals and organizations alike, in which both the knowledge and the passion of intrapreneurial leadership light the way through the unfamiliar business environment of the twenty-first century.

While research on customer engagement and service innovation is rapidly emerging, limited insight exists into the interface of these topic areas. However, given the shared notion of (e.g. customer/firm) interactivity across these concepts, the purpose of this paper is to explore their theoretical interface that remains nebulous to date.

Building on a literature synthesis, the authors develop an S-D logic-informed “hamburger” model of service innovation that depicts the service innovation process, and its ensuing outcomes for particular actor groups, including the firm, its customers, etc. They conclude by proposing frontiers for future research that arise from the model.

The authors explore the theoretical foundations of customer engagement and service innovation, and integrate these in their S-D logic-informed “hamburger” model of service innovation. In the model, they acknowledge the key role of organizational resources in enabling service innovation, which will interact with specific service innovation actors (e.g. customers, employees) to create successful service innovations. The model next proposes service innovation development and implementation, from which focal service innovation actors will seek, and derive, particular types of value (e.g. profit for the actor of the firm), as shown at the top of the model. They conclude by offering a set of future research directions that arise from the model.

The S-D logic-informed “hamburger” model of service innovation can be used to guide future research into service innovation, including studies investigating service innovation’s role in driving customer engagement and value.

The attained insight will be useful to managers seeking to enhance their service innovation-based returns (e.g. by suggesting ways in which service innovation can enhance customer engagement).

The authors propose a novel, S-D logic-informed “hamburger” model of service innovation and its key antecedents (e.g. firm-based resources) and consequences (e.g. customer engagement and value).