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By examining the impact of product innovation on abnormal financial returns following the launch of new products, this study aims to test the explanatory power of a new compound measure of product innovativeness (Ganbaatar and Douglas, 2019).

It is a longitudinal study in which the authors used the compound product innovativeness score (CPIS) for the first time to measure product innovativeness. The abnormal financial returns are estimated through the event study design, where four different models are used. Artificial neural network analysis is done to determine the impact of the CPIS on abnormal returns by utilising a hexic polynomial regression model.

The authors find effect sizes that substantially exceed practically significant levels and that the CPIS explain 65% of the variance in the firm’s abnormal returns in market valuation. Moreover, new-to-the-market novelty predicts 83% of the variation, while new-to-the-firm (catch-up) innovation insignificantly impacts firm value.

This paper demonstrates how the CPIS, an objective and direct measure of product innovativeness, can be used to gain more insight into the innovation effect.

Implications for the business practice of this study include the necessity of relentless innovation by firms in contested differentiated markets, particularly where technological advance is ongoing. Larger and mature firms must practice corporate entrepreneurship to renew their products on a continuous basis to avoid slipping backwards in their markets. Innovation leadership, rather than following the leader, is also important to increase competitive advantage, given the result that innovation followship does not produce abnormal financial returns.

In this study, the authors focused on the effect of product innovativeness on firm performance. While the literature affirms a positive relationship between innovation and firm performance, the effect size of this relationship varies, due largely to the authors contend to simplistic measures of innovativeness. In this study, the authors adopt the relatively novel “compound” measure of product innovativeness (Ganbaatar and Douglas, 2019) to better encapsulate the nuances of both technical novelty and market novelty. This measure of product innovativeness is applicable to firms of all sizes but is more easily applied to entrepreneurial new ventures and SMEs, and it avoids the shortcomings of prior firm-level and subjective measures of innovativeness for both smaller and larger firms. Using a more effective analytical method (Artificial Neural Network), the authors investigated whether there is a “practically” significant effect size due to product innovation, which could be valuable for entrepreneurs in practice. The authors show that the CPIS measure can very effectively explain abnormalities in the stock market, exhibiting a moderate effect size and explaining 65% of the variation in abnormal returns.

The aim of this study is to provide a further understanding of how and when social media (SM) boosts firm performance (FP) by exploring the mediation role of business innovation capabilities (BI) and firm competitiveness (FC) in the link between SM and FP.

This study uses a quantitative approach using small and medium sized enterprises (SMEs) in emerging market as an empirical field of research. The population of this study is the management level of SMEs and professionals. This study surveyed 425 samples to get primary data for quantitative analysis. This study uses Smart PLS SEM version 3.3.2 to analyze the collected data.

This study found that SM directly and indirectly affects FP through BI and FC. Besides, BI and FC mediated the relationship between SM and FP.

The originality of this study lies in the operationalization of an unexplored integrated framework using SMEs in emerging market as an empirical field of research from the perspective of combination of diffusion of innovations theory and resource advantage theory. This study thus provides a new approach to the potential of SM for business innovation capabilities oriented toward sustainability. Drawing on the findings of this study, theoretical and managerial implications are proposed which may be of great interests to business practitioners, business owners, business directors and managers to operate their organizations efficiently through making optimal use of SM platforms.

After completion of the case study, students will be able to understand the putty industry, consumer behaviour for putty, comparative advantage of putty to different industries and within industry and market entry strategy for newly introduced product.

Putty market in India grew at a compound annual growth rate of 15% over the period FY07–FY20. Many organized and unorganized players entered the putty market since its introduction. Putty was invented by cement companies to increase offtake of cement which otherwise declined owing to reduced use of marble. Painters are purchasing putty to be used before the paint to improve the texture of the walls and to fill cracks. Therefore, to take advantage of distribution channels and dealers’ network, paint companies introduced putty. Consumers, who use putty to improve aesthetics of their home, have very less knowledge about putty. They depend on painter or contractor for it. XYZ colourant company wanted to enter the white putty market to use the market opportunity along with coloured putty for economic project where cost is the constraint. This case study culminates with the probing question about the peculiarity of industry where two different industries are involved for the same product. This case study is designed to understand the target consumers’ behaviour and the entry decisions of the company to the growing market.

This case study is designed for use in second-year management programmes, especially for the students of strategic management and marketing strategy courses.

Teaching notes are available for educators only.

CSS 11: Strategy.

The success rate of new products is stubbornly low. This paper aims to explore the differences in how product designers and product managers approach the new product development task by comparing their perspectives on the process.

This study conducted a worldwide survey of professional product designers and managers and compared their perspectives.

Managers struggle to understand the problem to be solved until they see the solution in the form of an outstanding product design. Designers struggle to develop new products until they have a specific and insightful understanding of the problem that needs to be solved.

Designers’ and managers’ ways of thinking are different, and effective collaboration depends on them being cognizant of each other’s ways of thinking; the success of their work is highly interdependent.

To the best of the authors’ knowledge, this study is the first study that simultaneously investigates both product designers and managers to reveal the paradoxical dynamics between their perspectives.

A pronounced rise in postpandemic immigration is creating consumption opportunities and challenges for countries worldwide. Past research has shown that immigrant homeownership indicates advanced consumer acculturation. However, critical factors which differentiate immigrant decisions to purchase a home remain underexplored. This study aims to examine the importance of different identity resources in determining homeownership gaps between immigrant groups in Spain during a dynamic decade.

A mixed methods research design with triangulation was used. First, the critical “historical research method” is used to empirically assess 15,465 household-level microdata files from the National Immigrant Survey of Spain. Second, the analysis is corroborated through informant interviews, an evaluation of digital news archives and other historical traces such as relevant advertisements in Spain from 2000 to 2009.

Results provided an account of immigrant homeownership whereby foreign-born consumers leveraged resources to promote social identities aligned with an advanced level of acculturation through housing investment during this period. Furthermore, marketing focused on specific targets of ethnic minority consumers coupled with government policies to promote immigrant homeownership reinforced the “Spanish Dream” as a new paradigm for housing market integration.

Spain provides an unprecedented historical context to explain marketing-related phenomena due to a perfect storm of immigration, job availability and integration supports. Contrary to popular wisdom, immigrant consumer homeownership gaps are not solely a result of differences in income and economic mobility, but rather an advanced acculturation outcome driven by personal and social investments in resources that lead to consumer identities.

After completion of the case study, the students will be able to analyze the role of industry in strategic decision-making, examine the information and make judgments with the use of different models such as political, economic, social, technological, environmental & legal (PESTEL) and Porter’s five forces and formulate a marketing strategy for the future move of Diwan & Co. using the Company, Competitors, and Customers (3Cs) model.

This case study is about young entrepreneur Mr Mansha Ram, who was working in the battery industry and was contemplating launching a new product. A gap was found after extensive research. The research showed that there is a gap between sustainable, reliable and cost-efficient batteries in the market that must be filled. To discuss this opportunity, a meeting was called where all managers talked about their concerns, considering the cost constraint as well as shifts in Pakistani battery industry trends. Ram was a key person who had to decide whether to launch the product or not. Should he go for a new initiative and launch lithium-ion batteries or capitalized on existing technology, which was lead acid batteries? Which path should he take considering all the macroenvironmental factors, electric vehicles or renewable energy?

This case study can be taught in the final year of undergraduate classes and the first year of MBA classes. This case study is particularly designed for students to understand how a company makes decisions while keeping in view the macro- and microbusiness environment. Even if some businesses do not have cost constraints, these businesses still face the impact of other factors on their businesses, for that purpose, the case study will provide insights into why a comprehensive industry analysis is important. Furthermore, this case study keeps in view the competitiveness of the market and its impact on the decision-making of companies.

Teaching notes are available for educators only.

CSS 8: Marketing.

Drawing on an organizational learning perspective, this paper examines the effect of levels of foreign market involvement (intensity and geographic spread) on internationalization outcomes recognizing that the moderating influence of entry-mode learning potential is not well documented in the literature on small- and medium-sized enterprises (SMEs).

The sample includes 180 SMEs evenly selected from three industries: biotechnology, software and clothing (60 firms in each industry). The sampled firms employ less than 250 employees and are equally distributed between three developed economies and three emerging economies. All were engaged in foreign business.

The authors find that there is a direct relationship between levels of foreign market involvement and internationalization outcomes. Entry-mode learning potential moderates the relationship between intensity of foreign market involvement and internationalization outcomes but not the relationship between geographic spread and internationalization outcomes.

This study reveals several new insights that help explain the pathway through which foreign market involvement activities are translated into internationalization outcomes.

The authors conclude that the positive relationship between intensity of foreign market involvement and internationalization outcomes is strengthened when SMEs also use an entry mode with a higher learning potential than exporting only.

The authors probe the relationships between country institutional support for entrepreneurship and new venture survival. Specifically, the authors unpack the nuanced influences of entrepreneurs' perceived environmental uncertainty and their subsequent entrepreneurial behavioral profiles and how this particularly bolsters venture survival in contexts with underdeveloped institutions for entrepreneurship.

Coleman (1990) ‘bathtub’ framework is applied to develop a model and propositions surrounding how and when emerging market entrepreneur's perceptions of their countries institutional support toward entrepreneurship can ultimately enhance new venture survival.

Entrepreneurs' interpretations of regulatory, cognitive and normative institutional support for private enterprise helps them embrace uncertainties more accurately reflective of “on the ground” realities and stimulates constructive entrepreneurial behaviors. These are critical for increasing survival prospects in characteristically turbulent, emerging market contexts that typically lack reliable formal resources for cultivating nascent ventures.

This paper has implications for international policymakers seeking to stimulate and sustain entrepreneurial ventures in emerging markets. The authors shed light on the practical importance of understanding the social realities and interpretations of entrepreneurs in a given country relating to their actual perceptions of support for venturing—cautioning a tendency for outsiders to over-rely on aggregated econometric indices and various national ‘doing business' rankings.

This study is the first to create a conceptual framework on the mechanisms of how entrepreneurs in emerging economies affect new venture survival. Drawing on Coleman's bathtub (1990), the authors develop propositional arguments for a multilevel sequential framework that considers how developing economies' country institutional profiles (CIP) influence entrepreneurs' perceptions of environmental uncertainty. Subsequently, this cultivates associated entrepreneurial behavior profiles, which ultimately enhance (inhibit) venture survival rates. Further, the authors discuss the boundary conditions of this regarding how the national culture serves to moderate each of these key relationships in both positive and negative ways.

Adopting lean principles can unleash several opportunities for firms seeking to increase the efficiency and effectiveness of their product development (PD) process. This study aims to investigate the implementation paths of lean tools in the innovation process of small and medium-sized enterprises (SMEs).

A set of 47 lean tools are identified from the literature and ascribed to the five lean thinking principles, i.e. Value, Map, Flow, Pull and Perfection. Their practical adoption – in terms of “when” and “how” – is then explored in a multiple case study of three SMEs in the manufacturing industry.

SMEs adopt multiple lean tools in different phases of their innovation process. They are still at the beginning of the holistic adoption of lean PD, but some core lean tools, such as A3 reports and visual management, are adopted systematically. Results reveal that specific sets of lean tools and supporting principles are more valuable in certain phases of SMEs innovation process. Specifically, the lean tools concerning the principle of Value and Map can enable the phases of Innovation inputs, Concept development and Solution implementation; the ones ascribed to Flow and Pull the phases of Concept development, Testing and experimentation, and Solution implementation; the Perfection tools to the final phases of Testing and experimentation, Solution implementation and Market introduction.

Results provide a reference for SMEs already adopting lean tools in their production process to be extended to the PD process, especially when the delivery of new products is pivotal. Innovative SMEs could evaluate the introduction of specific lean tools in one or more definite phases of their PD process.

The study contributes to the literature on the complementarity between lean and innovation by studying the context of SMEs with a process perspective, thus unveiling the potential paths of a widespread application of lean innovation in SMEs.

This study aims to mainly explore the impact of business strategy and annual reports readability on financial reporting quality in Tehran Stock Exchange (TSE).

The sample comprised 160 companies listed in TSE from 2014 to 2020. Five proxies (including two accounting-based attributes and two market-based attributes) were used to measure financial reporting quality. In this study, cost leadership and differentiation strategies were considered and Fog index was used to measure the annual report readability.

The results showed that in all methods of calculating financial reporting quality, cost leadership strategy, differentiation strategy and annual report readability had a positive and significant impact on financial reporting quality. Also, only at the high level of the differentiation strategy, the annual reports readability influenced financial reporting quality. In addition, at all levels of high and low annual report readability, cost leadership strategy affected financial reporting quality, but only in companies with a high annual report readability, the differentiation strategy affected financial reporting quality. Only for companies with a low readability, the annual report readability affected financial reporting quality.

To the best of the authors’ knowledge, no study had examined the impact of business strategy and annual report readability on financial reporting quality at the core of the present study. Furthermore, little was known about the strategic choices made in Iran. So, the research filled this gap in TSE. This study provided insights for policymakers to enhance the readability and reduce the complexity of annual reports.