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11 – 20 of over 63000The purpose of this paper is to examine empirically the interaction between entrepreneurial orientation (EO) and market orientation and its effect on performance in both high and…
Abstract
Purpose
The purpose of this paper is to examine empirically the interaction between entrepreneurial orientation (EO) and market orientation and its effect on performance in both high and low technology industries.
Design/methodology/approach
The paper proposes that being entrepreneurial and market‐driven stem from two distinct organizational capabilities that interact to influence subsequent firm performance.
Findings
Data from 457 manufacturing firms show that the interaction effect is significant only in high technology industries.
Research limitations/implications
The results encourage future research on the nexus of opportunity recognition and entrepreneurial behavior in established firms embedded in organizational routines.
Originality/value
The paper shows that managers in high technology industries would benefit from developing capabilities and implementing systems that augment their firms' market orientation. Market orientation provides an important means to harness the firm's EO, an important means of achieving growth and profitability.
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Naresh K. Malhotra, Olivia F. Lee and Can Uslay
The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating…
Abstract
Purpose
The purpose of this paper is to integrate the distinctive streams of research on market orientation, quality orientation, and organizational mindfulness, and examine the mediating role of mindful marketing between market orientation and quality orientation, and their linkages to two emerging key outcomes: mindful consumption and value co‐creation.
Design/methodology/approach
Based on extant orientation and organizational mindfulness research, a conceptual framework is presented to characterize the nomological network among market and quality orientations, mindful marketing, mindful consumption and value co‐creation. In total, 14 propositions are extracted.
Findings
The paper proposes that the synergistic interaction of market and quality orientation has a direct influence on mindful marketing, which in turn influences two outcomes: mindful consumption and value co‐creation. The dual moderating role of market structure is also incorporated among the findings.
Practical implications
The proposed framework demonstrates how managers can emphasize market and/or quality orientation in order to develop an optimal mindful marketing strategy that would take the stakeholders' intrinsic benefits into account. It is suggested that this approach will lead to mindful consumption and increase the opportunities for value co‐creation among the stakeholders, which will ultimately lead to better organizational performance.
Originality/value
The paper represents a first attempt to integrate two strategic orientations, and the concept of mindfulness. It examines the intimate relationship between market and quality orientations and how they jointly lead to the development of mindful marketing. It also explores the role of two emerging constructs in marketing: mindful consumption and value co‐creation.
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Ethlyn A. Williams and Stephanie L. Castro
In light of contradictory research findings, the purpose of this paper is to examine the moderating effects of team setting (face‐to‐face or online) on the relationship that team…
Abstract
Purpose
In light of contradictory research findings, the purpose of this paper is to examine the moderating effects of team setting (face‐to‐face or online) on the relationship that team member affect and interaction processes have on individual team source learning, and at the team level on the relationship between group cohesiveness and perceived team performance.
Design/methodology/approach
Students enrolled in graduate level organizational behavior classes at a large university in the southeastern United States responded to the survey. The final sample included 79 students in 21 on‐campus teams and 97 students in 26 online teams. All classes surveyed required a detailed team project. Tests of the moderator hypotheses were conducted using hierarchical linear multiple regression.
Findings
Team setting moderated the relationship that member teamwork orientation and member social interaction had on individual team‐source learning; the relationships were stronger in online teams.
Practical implications
The results have implications for teams in a variety of settings since the team composition and nature of the work conducted by student teams are similar to that in Western organizational contexts. To avoid possible conflicts that impede learning and performance in online teams, administrators should ensure that team members are chosen carefully and give members a strong reason for being on the team.
Originality/value
This paper extends the model examined by Williams et al. to include member social interaction and consider the context in which teamwork occurs and its effects on personal learning and team performance.
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Oliver B. Büttner, Arnd Florack and Anja S. Göritz
This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was…
Abstract
Purpose
This research aims to examine whether shopping orientation (experiential vs task-focused) influences how consumers react toward nonmonetary and monetary promotions. It was predicted that promotions are more effective if the promotional benefits are congruent with consumers’ shopping orientation. Moreover, consumers’ financial budget was assumed to moderate the influence of shopping orientation on promotion effectiveness.
Design/methodology/approach
The hypotheses were tested in three experiments. Study 1 used a measure of shopping orientation as a consumer disposition and examined its influence on promotion attractiveness. Two further studies used an experimental manipulation of shopping orientation and examined its influence on promotions attractiveness and retailer choice.
Findings
The results supported the hypotheses. Task-focused shoppers evaluated monetary promotions as more attractive than nonmonetary promotions. Experiential shoppers evaluated both types of promotions as comparably attractive. Furthermore, experiential shoppers were more likely than task-focused shoppers to choose a retailer offering a nonmonetary promotion over a retailer offering a monetary promotion. Low financial budget, however, reduced the influence of shopping orientation on retailer choice.
Originality/value
To effectively use promotions as a tool, marketers and retailers need to know when and how to use them, as well as understand which type of promotion is the most effective. This research implies that retailers will benefit from customizing promotions to fit consumers’ shopping orientations. Furthermore, the findings show that the advantage of such a tailored approach is reduced if consumers’ financial budget is limited.
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Dongmei Li, Canmian Liu and Lishan Xie
This study aims to apply the elaboration likelihood model to explore when, how and why robotic services increase customer engagement.
Abstract
Purpose
This study aims to apply the elaboration likelihood model to explore when, how and why robotic services increase customer engagement.
Design/methodology/approach
A field survey and two experiments were conducted to examine the proposed theoretical framework.
Findings
The robots’ proactive behavior encouraged customers to trust and engage with them. The influence of this behavior on customer engagement increased for highly interaction-oriented customers or when the reputations of companies were poor.
Practical implications
The findings can inform the efficient management of customer–robot interactions and thus support firms’ relationship marketing objectives.
Originality/value
The literature on robotic services has recognized that robots should be proactive to ensure positive customer experiences, but few studies have explored the relational outcomes of proactive robotic services. The authors’ in-depth empirical examination thus extends research into the role these services can play in fostering customer engagement.
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Minna Matikainen, Leena Olkkonen, Nina Katajavuori, Petri Parvinen and Anne Juppo
This study aims to examine the attitudes of physicians towards the pharmaceutical industry and investigates how these are reflected when a new drug is introduced.
Abstract
Purpose
This study aims to examine the attitudes of physicians towards the pharmaceutical industry and investigates how these are reflected when a new drug is introduced.
Design/methodology/approach
The qualitative theme-interview study adopts the innovation diffusion perspective and is conducted with 22 general practitioners and specialists.
Findings
Physicians’ positive relationship orientation and active interaction can result in early adoption of new drugs with product advantage. In comparison, negatively oriented and passively interacting physicians will adopt a new drug later based on research evidence- and experience-based reasoning and opinions of their colleagues.
Research limitations/implications
The objective was to obtain a deeper understanding of the research themes. Further qualitative studies in different countries and health care environments with a larger sample size would improve generalizability of results.
Practical implications
It’s necessary to find an optimal win – win situation that fulfils both parties’ needs, while decreasing unnecessary and time-consuming marketing activities and avoiding waste of limited resources and allowing physicians to participate in activities that better serve their primary needs. Managers in pharmaceutical companies should ensure their sales representatives act in appropriate and professional ways, interact openly and reciprocally and provide accurate and objective information.
Originality/value
The study demonstrates that the physician–pharmaceutical industry relationship has developed from being ethically precarious and having non-professional related personal benefits, towards becoming a more sustainable collaboration. The mutually beneficial collaboration supports physicians’ professional development, enabling better patient care and relieving strain on limited resources.
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Ibrahim Alnawas and Allam Abu Farha
This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises' (SMEs'…
Abstract
Purpose
This study aims to: first, examine the effect of interaction orientation (IO) and brand orientation (BO) on marketing capabilities and small and medium enterprises' (SMEs') performance, and second, assess the complementarity effect of IO and BO on marketing capabilities and SMEs' performance.
Design/methodology/approach
A model was developed and tested using a survey methodology. Data were collected from 538 SMEs located in Qatar and analysed by structural equation modelling with AMOS.
Findings
First, IO affects SMEs' performance only indirectly via marketing capabilities, whereas BO affects SMEs' performance both directly and indirectly. Second, contrary to expectations, the complementarity between IO and BO produced a destructive/suppressive effect, rather than a synergistic effect, on both marketing capabilities and SMEs' performance, reflecting the importance of a trade-off to enhance both marketing capabilities and SMEs' performance.
Originality/value
To the authors' knowledge, this is the first paper to examine the complementary effect of BO and IO on marketing capabilities and performance.
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Haw-Yi Liang, Chih-Ying Chu and Jiun-Sheng Chris Lin
Keeping both employees and customers highly engaged has become a critical issue for service firms, especially for high-contact and highly customized services. Therefore, it is…
Abstract
Purpose
Keeping both employees and customers highly engaged has become a critical issue for service firms, especially for high-contact and highly customized services. Therefore, it is essential to engage employees and customers during service interactions for better service outcomes. However, past research on employee and customer engagement has primarily focused on brands and organizations. Little research has concentrated on service interactions as the objects of engagement. To fill this research gap, this study aims to clarify and define service engagement behaviors (SEBs), identify various employee and customer SEBs and develop a model to investigate the relationships between these behaviors.
Design/methodology/approach
A theoretical framework was developed based on social contagion theory and service-dominant (S-D) logic to explore the effects of employee SEBs on customer SEBs through customer perceptions of relational energy and interaction cohesion. Dyadic survey data collected from 293 customer-employee pairs in various high-contact and highly customized service industries were examined through structural equation modeling.
Findings
Results show that employee SEBs (service role involvement, customer orientation behavior and customer empowerment behavior) positively influence relational energy and interaction cohesion, which in turn affect customer SEBs (service exploration behavior and service coordination behavior).
Originality/value
This study represents pioneering research to conceptualize SEBs. Different from the extant literature on engagement, SEBs capture the proactive and collaborative engagement behaviors of employees and customers in service interactions. Various employee and customer SEBs were identified and an empirical model was proposed and tested to investigate the effect of employee SEBs on customer SEBs through relational energy and interaction cohesion.
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Carlos M.P. Sousa and Filipe Coelho
This paper seeks to examine how personal values and the way employees respond to the organization and the job impact on employee creativity. Specifically, the paper proposes a…
Abstract
Purpose
This paper seeks to examine how personal values and the way employees respond to the organization and the job impact on employee creativity. Specifically, the paper proposes a framework that argues that creativity is a function of the employee's personal values, of organizational commitment and customer orientation. Moreover, it also aims to investigate the moderating effects of commitment and customer orientation on the relationship between personal values and employee creativity.
Design/methodology/approach
The conceptual model was tested empirically using data collected by questionnaire in a sample of 266 bank employees. Hierarchical multiple regression analysis is relied on to test the hypothesized model.
Findings
The empirical results indicate that personal values, organizational commitment, and customer orientation are important drivers of the creativity of frontline employees. In addition, the paper also detected some moderating and mediating effects.
Originality/value
The contribution of this paper is fourfold. First, the influence that personal values might have on an employee's creativity is studied. Second, a conceptual model that incorporates variables concerning how employees respond to the context in which they work is developed: organizational commitment and customer orientation. The simultaneous effects of the organizational commitment and customer orientation of frontline employees on creativity are examined, to the best of the paper's knowledge, for the first time in the literature. Third, the interaction effect between personal characteristics and commitment and customer orientation on creativity is investigated. Finally, the study also contributes to current literature by examining these issues in the context of frontline service jobs.
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Concepción Varela-Neira, Filipe Coelho and Zaira Camoiras-Rodríguez
This paper aims to examine the relationship between the interaction of the social media manager’s customer orientation and the service climate perceived by supervisors, on the…
Abstract
Purpose
This paper aims to examine the relationship between the interaction of the social media manager’s customer orientation and the service climate perceived by supervisors, on the customer’s perception of brand authenticity and, through it, on the willingness to pay a price premium.
Design/methodology/approach
This study uses triadic data from 200 social media followers, 20 social media managers and 20 supervisors from a range of industries.
Findings
The findings show that the customer orientation of the brand social media managers interacts with their work context to influence social media followers’ perceptions of brand authenticity, and ultimately, their willingness to pay a premium price. Finally, product involvement moderates the relationship between brand authenticity and willingness to pay a premium price.
Research limitations/implications
This study shows how and when the disposition of brand social media managers affects the attitudes and intentions of the social media followers. Further research should continue this novel line of research and explore in greater depth the impact of social media managers and their environments.
Practical implications
Social media managers’ values should fit those of their organization. This organization-person fit reflects on social media and improves social media followers’ perceptions of brand authenticity and, consequently, their willingness to pay a premium price.
Originality/value
Leveraging participation in social media is currently a key issue for firms. However, the internal determinants of successful social media usage have received limited attention from researchers. Therefore, this research contributes to the social media literature by suggesting the need to consider the characteristics of social media managers and their context to promote the outcomes of social media usage, specifically brand authenticity and willingness to pay a premium price.
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