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Article

José Sánchez-Gutiérrez, Pablo Cabanelas, Jesús F. Lampón and Tania E. González-Alvarado

The identification of customer needs through relationship management and their transformation into marketing innovation are two key processes in customer value creation…

Abstract

Purpose

The identification of customer needs through relationship management and their transformation into marketing innovation are two key processes in customer value creation. When combined, they can improve a firm’s competitive position, not only in terms of profitability but also by reducing costs and promoting the use of technology. The purpose of this paper is to analyze the link between managerial relational capability and marketing innovation in customer value creation, and to look at how that value creation affects competitiveness.

Design/methodology/approach

We analyze 450 small- and medium-sized enterprises (SMEs) in the furniture industry in the metropolitan area of Guadalajara (Mexico). To this sample is applied a confirmatory factor analysis and a structural equation model to analyze the impact of management capabilities in relationships and marketing innovation on customer value creation and to determine how the value created affects competitiveness.

Findings

The results show that management capabilities in customer relationships and in the way they convert knowledge of customer needs into specific choices in the market have a positive effect on customer value creation, as well as on financial performance, cost optimization and the use of technology, all of which can be used as indicators of competitiveness.

Originality/value

The study covers customer value creation in an emerging economy, that of Mexico, and relates it to business competitiveness from a holistic point of view which goes beyond profitability by also including cost reduction and the use of technology.

Details

Journal of Business & Industrial Marketing, vol. 34 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Michael W. Preikschas, Pablo Cabanelas, Klaus Rüdiger and Jesús F. Lampón

This paper aims to explore how value co-creation processes can influence the generation of dynamic capabilities and the retention of industrial customers. The authors…

Abstract

Purpose

This paper aims to explore how value co-creation processes can influence the generation of dynamic capabilities and the retention of industrial customers. The authors explore this influence with the support of social exchange theory and resource-based view.

Design/methodology/approach

The methodology applied was qualitative research, based on 29 semi-structured in-depth interviews with owners, managing directors and technical managers with previous experience in co-creation processes. The research was performed in four different European countries and is focused on the mobile crane industry.

Findings

The findings suggest that co-creation processes promote the generation of dynamic capabilities linked to adaptation, knowledge, innovation and relationship management. In addition, the closer contact with customers and the availability of their expertise favour the development of solutions that better meet their needs, bridging the cognitive gap which often exists between partners. Regarding customer retention, the results show that co-creation processes foster customer predisposition to buy and cross-sell.

Originality/value

Although value co-creation is a topical subject, research in industrial marketing literature analysing the effects of co-creation processes has been scarce up to now. This paper aims to contribute to the debate by analysing how the co-creation of value can influence the generation of dynamic capabilities in companies and how it affects the retention of industrial customers. Based on social exchange theory and dynamic capabilities, the researchers have been able to address how value is developed and its influence in customer retention proxies.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Pablo Cabanelas, Luciana C. Manfredi, Juan M. González-Sánchez and Jesús F. Lampón

Multimarket competition is an area of competitive dynamics focused on studying situations where firms compete against each other simultaneously in more than one market…

Abstract

Purpose

Multimarket competition is an area of competitive dynamics focused on studying situations where firms compete against each other simultaneously in more than one market. The intensity of competition depends on the aggressiveness and the market contingencies, influencing the competitive strategies. Particularly, the purpose of this paper is to explore the influence of multimarket competition and market contingencies on innovation.

Design/methodology/approach

An exploratory qualitative approach using the Grounded Theory is applied with conceptual purposes. The data were collected through in-depth semi-structured interviews and additional observations with senior strategies and decision-makers. The paper follows an extensive narrative to understand decision-taking processes on competitive strategy with the support of analytical software. The paper was performed in the automotive components industry making seats in two different countries to acknowledge the influence of market contingencies.

Findings

The results suggest that multimarket competition does not reduce the level of aggressiveness, but it offers a background that favors opportunities for companies and new business in circumstances of crisis associated to innovation. Depending on the market contingencies, strategies can foster a higher technological innovation, in those cases of high development in the industry, or diversification, when the development is lower.

Originality/value

This paper contributes to enrich multimarket competition theory with the study of innovation strategies in different market conditions, a topic not much explored in multimarket literature. Additionally, it suggests implications for managers attending to different market contingencies.

Details

Journal of Business & Industrial Marketing, vol. 35 no. 3
Type: Research Article
ISSN: 0885-8624

Keywords

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Article

Jesús F. Lampón, Vincent Frigant and Pablo Cabanelas

The purpose of this paper is to analyse the key factors behind the adoption of new automobile modular platforms from the perspectives of product design, manufacturing…

Abstract

Purpose

The purpose of this paper is to analyse the key factors behind the adoption of new automobile modular platforms from the perspectives of product design, manufacturing network and production systems.

Design/methodology/approach

An in-depth and qualitative cross-case analysis of European manufacturing networks was performed based on the modular platforms of seven automobile manufacturers.

Findings

The adoption of modular platforms has changed automobile product architecture helping automobile manufacturers to improve their manufacturing network outputs. The results show that operational flexibility and scope and scale economies at manufacturing network level depend on the platform design – degree of modularity – and the manufacturer’s product and manufacturing network conditions. This new product architecture allows for the new production systems to be efficient in terms of flexibility and versatility without overinvestment.

Originality/value

The main contribution to the research literature is the combination of traditional product architecture with the manufacturing network approach to analyse the influence of product design on production systems, especially regarding the adoption of new automobile modular platforms.

Details

Journal of Manufacturing Technology Management, vol. 30 no. 4
Type: Research Article
ISSN: 1741-038X

Keywords

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Article

Jasmina Berbegal-Mirabent, Dolors Gil-Doménech and Eva M. de la Torre

The purpose of this study is to analyse how different patterns of production factors consumption of Spanish universities lead to specific technology transfer (TT) profiles…

Abstract

Purpose

The purpose of this study is to analyse how different patterns of production factors consumption of Spanish universities lead to specific technology transfer (TT) profiles (outcomes).

Design/methodology/approach

Adopting a resource-based view perspective (RBV), qualitative comparative analysis (QCA) is used to analyse the relationship between different combinations of resources – human resources, financial resources and support services – and various portfolios of TT outcomes – intellectual or industrial property agreements, spin-offs and TT income.

Findings

Results indicate that there is no unique formula of resource consumption that leads to a specific portfolio of TT outcomes. These results seem to reflect the characteristics and competencies added by universities, along with the characteristics of their socioeconomic context. From a RVB perspective, this indicates that the considered resources are substitutable.

Practical implications

The effectiveness of university policies is expected to vary by university, for example depending on the type of resources that is most relevant in the university’s production process. To develop competitive advantages Spanish public universities must resort to internal intangible resources or specific and inimitable combinations of the available resources.

Social implications

Since Spanish universities are heterogeneous and display different TT portfolios they address the needs of different users.

Originality/value

Previous studies have failed to acknowledge the heterogeneity among universities. To perform the analysis QCA is used, an innovative methodology in the higher education sector that enables us to purposefully acknowledge institutional diversity (in both resources and results). This allows us to indirectly take into account the capabilities of universities using a more holistic approach to evaluate their competitiveness.

Details

Competitiveness Review: An International Business Journal , vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1059-5422

Keywords

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Article

Eugénia Pedro, João Leitão and Helena Alves

For better mapping the path of intellectual capital (IC) research, the purpose of this paper is to selectively review empirical studies of IC published, and identify…

Abstract

Purpose

For better mapping the path of intellectual capital (IC) research, the purpose of this paper is to selectively review empirical studies of IC published, and identify theories, components and three dimensions of analysis: national IC (NIC), regional IC (RIC) and organizational IC (OIC).

Design/methodology/approach

The systematic literature review (SLR) subject to analysis is based on empirical studies made between 1960 and 2016, and focuses on three dimensions of analysis: NIC, RIC and OIC. Four research questions were designed, using the following databases, namely, Web of Science, Scopus and Google Scholar, for data collection purposes.

Findings

The SLR unveils a multidimensional taxonomy for measuring and classifying the type of IC applicable to the different levels of analysis and provides some recommendations for future studies of NIC, RIC and OIC, by outlining the need for clear definitions of components and measures of IC and identifying strengths, limitations and future research avenues.

Originality/value

In order to fill the gap found in the literature and the non-existence of a study clarifying the multiple dimensions of analysis of IC, this SLR makes a twofold, original contribution to the literature on management: providing an SLR of the main empirical studies dealing with different units of analysis; and identifying a multidimensional taxonomy for measuring and classifying the type of IC applicable to the different levels of analysis.

Details

Management Decision, vol. 56 no. 11
Type: Research Article
ISSN: 0025-1747

Keywords

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