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Develops an original 12‐step management of technology protocol and applies it to 51 applications which range from Du Pont’s failure in Nylon to the Single Online Trade Exchange for Auto Parts procurement by GM, Ford, Daimler‐Chrysler and Renault‐Nissan. Provides many case studies with regards to the adoption of technology and describes seven chief technology officer characteristics. Discusses common errors when companies invest in technology and considers the probabilities of success. Provides 175 questions and answers to reinforce the concepts introduced. States that this substantial journal is aimed primarily at the present and potential chief technology officer to assist their survival and success in national and international markets.

As traditional manufacturing, previously vital to the UK economy, is increasingly outsourced to lower‐cost locations, policy makers seek leadership in emerging industries by encouraging innovative start‐up firms to pursue competitive opportunities. Emerging industries can either be those where a technology exists but the corresponding downstream value chain is unclear, or a new technology may subvert the existing value chain to satisfy existing customer needs. Hence, this area shows evidence of both technology‐push and market‐pull forces. The purpose of this paper is to focus on market‐pull and technology‐push orientations in manufacturing ventures, specifically examining how and why this orientation shifts during the firm's formative years.

A multiple case study approach of 25 UK start‐ups in emerging industries is used to examine this seldom explored area. The authors offer two models of dynamic business‐orientation in start‐ups and explain the common reasons for shifts in orientation and why these two orientations do not generally co‐exist during early firm development.

Separate evolution paths were found for strategic orientation in manufacturing start‐ups and separate reasons for them to shift in their early development. Technology‐push start‐ups often changed to a market‐pull orientation because of new partners, new market information or shift in management priorities. In contrast, many of the start‐ups beginning with a market‐pull orientation shifted to a technology‐push orientation because early market experiences necessitated a focus on improving processes in order to increase productivity or meet partner specifications, or meet a demand for complementary products.

While a significant body of work exists regarding manufacturing strategy in established firms, little work has been found that investigates how manufacturing strategy emerges in start‐up companies, particularly those in emerging industries.

Integrating supplier innovation is considered an effective strategy to reduce uncertainty at the fuzzy front end (FFE). However, the large number of supplier innovation resources and the task environment forces buying firms to precisely identify more valuable or interesting innovation resources for integration. The impact of the interaction between supplier innovation and task environment on FFE performance needs to be further explored. Therefore, this paper aims to propose a contingency framework to examine the relationship between supplier innovation (technology-push and market-pull) and buying firm’s FFE performance in different task environments, with the aim of clarifying which supplier innovation resources should be integrated to create high FFE performance in the face of an uncertain task environment.

Survey data from new product development team leaders in Chinese high-tech firms were collected and analyzed. Furthermore, using multiple regression analysis, the relationship among supplier innovation, task environment and FFE performance was examined.

The results show that although both technology-push and market-pull supplier innovation can improve FFE performance, there are significant differences between the influences of these two types of supplier innovation in the face of different task environments.

Practical guidelines are provided for buyer managers on how to effectively identify the “best” supplier innovation resources to improving the effectiveness and efficiency of supplier involvement in the FFE.

This paper deepens the knowledge of identifying supplier innovation resources in the FFE and enriches the research on supplier-enable FFE innovation.

Consumer packaged goods is an industry long known for its reliance on “pull” marketing strategies, that is, clever brand positioning supported by heavy advertising and couponing. As many product categories have become mature in the 1980's, managers find themselves increasingly concerned with improving the productivity of “push” programs — trade deals and personal selling efforts aimed at retailers and wholesalers. This article reports the results of an in‐depth, descriptive study of “push” marketing techniques among packaged goods companies. Discussed are: (a) specific “push” programs initiated on both the marketing (brand management) and sales force sides of the business, and (b) organizational moves to enhance integration and coordination between the Sales and Marketing groups. A concluding section urges packaged goods marketers to regard the “push” and “pull” components as twin building blocks of a companywide marketing strategy.

To succeed in a competitive tourist market and attract more foreign tourists, it is essential to have a clear understanding of what travellers are seeking and endeavour to meet those needs, as well as key influential factors in their travel decision-making process. The purpose of the study is to develop and examine tourists’ pre-trip motivational model using the push–pull theory.

A tourists’ pre-trip motivational model was developed and then tested based on a sample of 320 Chinese and non-Chinese visitors to Melbourne, Australia, to assess the suitability of the new model. Data were analysed by descriptive and inferential statistical techniques, such as principal component analysis and independent T-tests.

The analysis revealed statistically significant differences between studied samples in terms of the push and pull factors. In comparison with non-Chinese tourists, Chinese visitors to Melbourne assigned higher importance to resting and relaxing opportunities, family-oriented activities, as well as safety and a high level of service. The identified differences should be reflected in marketing and promotional activities provided to Chinese and non-Chinese travellers.

The study provides useful information for Destination Marketing Organisations in tourism cities wanting to develop specifically customised tourist products, services and promotion programs tailored to each market.

The proposed extended push–pull model represents a holistic and complex model of the travel decision-making process with the multiple linkages between motivations for travelling, preferences of destination attributes, information source usage, trip expectations, possible constraints for travelling and evaluation of destination choice criteria. Understanding all these factors, their relationship and their influence on the final destination choice is a prerequisite for effective and successful actions on attraction and retention of visitors for all tourist destinations. The developed tourists’ pre-trip motivational model may be used as a conceptual framework to guide subsequent motivational studies in tourism.

The two major entrepreneurial motivations of being “pushed” or “pulled” to start a business have been frequently explored in the entrepreneurship literature. In the global wine industry, thousands of small entrepreneurial wine businesses are flourishing, but few have been started by Black entrepreneurs. What is missing from the research is an exploration of the motivations of these entrepreneurs and what the industry can do to encourage the entrance of more minority entrepreneurs. The purpose of this study is to apply push–pull theory to better understand the motivations and challenges of what prompts Black entrepreneurs to start and succeed in the wine industry.

This exploratory study uses a qualitative methodology of 42 in-depth interviews with US Black winemakers, retailers, and other wine business owners conducted over Zoom. The data were analyzed using Otter software and a thematic coding process for 2,120 pages of rich text.

Findings included 12 motivation themes and 12 challenges for Black wine entrepreneurs, with more emphasis on “push” versus “pull” motivation factors. Many of these entrepreneurs were “pushed” to participate in the industry to create a more inclusive space for Black wine consumers and to create opportunities for other Black professionals and minorities in the industry. Managerial implications include solutions for more inclusive marketing and workplace culture.

This study contributes to push–pull theory by offering a unique perspective on the motivations of Black wine entrepreneurs, as well as being the first study, to the best of the authors’ knowledge, to focus on this issue.

In the UK as more and more traditional manufacturing is being outsourced to lower-cost countries, the development of manufacturing start-up companies is increasingly perceived as important in sustaining a competitive UK manufacturing base. However, start-up companies are often associated with a high failure rate, particularly during the early stages of operation. As they have yet to build up the strength and resources to sustain them through internal and external crises, start-ups operate under conditions that constantly challenge their survival. Developing the most appropriate manufacturing strategy is probably more critical in start-up companies than in established organisations, yet little research has addressed this area.

This paper reports the findings of an exploratory study involving six UK manufacturing start-up companies. A novel manufacturing strategy content framework is proposed. The chapter also examines the business orientation (technology-push or market-pull) adopted by the case companies, and investigates how business orientations influenced their manufacturing strategies. This leads to two business orientation mobility models. This chapter concludes by discussing the use of the frameworks and suggesting how they might be put into practice to provide assistance to operational managers in start-up companies.

This paper attempts to determine effective push‐pull marketing strategies concerning olive oil in Greece, based on the analysis of consumers' and distributors' values and the comparison of importance that each group gives to different product characteristics.

In this paper, multicriteria analysis is used in order to identify olive oil market segments and the factors that affect the purchase behaviour of olive oil consumers. Consumers' preferences, attitudes and perceptions with regard to special characteristics of olive oil such as quality, packaging, image, odour, colour, etc. are explored. In addition, description and analysis of the marketing channels of olive oil in Greece is presented. Finally, consumers' preferences are compared to the judgments of distributors in order to identify useful similarities‐dissimilarities in their perceptions and attitudes, concerning the attributes of the product.

The study of the olive oil market in Greece shows the importance of the product for the Greek market. Findings also suggest that the olive oil market in Greece is very complex. The qualitative analysis shows that perceived quality is the only attribute of the product that is considered very important for both consumers and distributors. In addition, perceptual maps can be a useful tool for the comparative analysis of preferences between consumers and distributors.

The paper identifies key factors that influence the behaviour of Greek consumers and distributors regarding olive oil purchases. These factors and the comparison between the two groups have a great influence on the marketing decisions of agricultural products and food industry in general.

We are living in an era of rapid technological change where innovation rates continue to increase exponentially. Accordingly, countries who wish to be active in the novel technology market will need to understand what drives and ultimately determines innovation. This research is a part of a bigger study investigating the determinants of innovation in the New Zealand biotechnology sector. It reports on preliminary findings of a thematic analysis of interviews conducted with senior figures in research, development and commercialisation businesses in the New Zealand biotechnology field. Specifically, this paper attempts to answer the research question “What are the drivers of innovation in the sustainable innovation paradigm”. In doing so, the constructs of Technology Push, Market Pull and Policy Intervention are explored along with a range of related and contributing management concepts.

This study systematically explores the literature on global niche market strategies within the fashion industry to allow the mapping of niche practices and examine the benefits, success factors and characteristics of a niche strategy. Additionally, it identifies data gaps and necessitates a detailed examination to uncover areas with inadequate information.

This study utilized the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA 2020) method for systematic review and included 70 studies to analyze their findings.

This systematic literature review pinpoints niche strategies shaping the future of the fashion industry while developing sectors of the textile and apparel industry, fashion technology, fashion retail business, fashion media and communication, luxury fashion, sustainable fashion, adaptive clothing and transgender fashion within the fashion supply chain. A niche market strategy utilizes both pull and push marketing in the fashion industry. Scholarly literature commonly underscores the understanding of the consumer as a pivotal factor in the success of fashion niche market strategy.

This review offers a comprehensive overview of fashion niche strategy practices, aiming to inspire fashion industry professionals. It also serves as a guide for fashion industry professionals, summarizing best practices across various fashion industry sectors to help develop effective niche strategy competencies for firms.

This review thoroughly analyzes niche strategy implementation in the fashion industry, presenting an important resource for individuals new to this sector. It highlights the significance of niche strategies in improving the comprehension of emerging participants in the fashion business.