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This paper aims to study the effect of two important marketing decisions on the extent of value capturing by the firm owners. First, it addresses the debate whether acquirers of young technology-based firms value targets that span multiple technology and market categories indicating multiples options for growth or prefer more narrowly defined targets with a clear product and market focus. Second, it investigates to what extent the use of alliances for marketing purposes contributes to value capturing and how they moderate the effect of diversification of technology and marketing.

To estimate the acquisition price, a linear regression model is used, including a Heckman correction controlling for the likelihood of being acquired. The hypotheses are tested in a sample of British venture capital backed firms.

Firms that convey focus in their marketing activities (either because they focus on a few market categories or because they rely on downstream alliance to market their inventions) receive higher valuations at acquisition than those that diversify. Further, also the size of the product portfolio is negatively correlated to the acquisition price. Finally, the results reveal that firms with a broad patent portfolio can reduce the negative effects on firm value by engaging in less downstream alliances.

This paper advances existing research on exit strategies for entrepreneurial firms by considering factors explaining acquisition prices, instead of acquisition probabilities. Further, it adds the categorization research by demonstrating how acquirers respond to complex combinations of technology and market categories.

After completion of the case study, the students will be able to appreciate and understand why brands are an essential asset to the company and how they can enhance business value, understand the factors needed to grow brands in the growth stages and evaluate the choices that start-up companies have to grow their brand in competitive and growing markets.

Mamaearth was born as a direct-to-consumer brand in 2016 by a couple who could not find chemical-free, safe products for their child. The company that introduced as a baby-care brand soon consolidated itself to play in the space of personal care category (targeting millennials), and by 2020, it was earning majority of its revenue from skincare. It started by leveraging the power of social media space and online commerce and slowly moved to be a national brand with offline footprint and mass-media communication. In its growth journey, it acquired many brands and launched a few to cater to the specialized needs of its target audience. As the company grew, attracted impressive investors and started clocking profits, it aspired for an initial public offering (IPO). Varun and Ghazal Alagh, the founders of Mamaearth, knew that to refloat an IPO and to grow the company further, they needed to redefine their portfolio and marketing strategy. They had a choice to either invest in building a broader portfolio – organically or inorganically – or expand across geographies. Both were an option, albeit expensive, which could cost Mamaearth its profitability.

This case is intended for discussion in undergraduate and graduate management courses.

Teaching notes are available for educators only.

CSS 8: Marketing.

Drawing upon insights from knowledge-based theory and the learning perspective, this study aims to explore safeguarding strategies in open innovation. Geographic diversity and collaborative breadth can effectively protect proprietary innovations that limit knowledge leakage concerns.

Using a cross-industry sample from the Taiwanese Technological Innovation Survey III, which covered 1,519 firms, the authors investigate the conditions under which partnership portfolios affect radical innovation.

The findings suggest that the partnership portfolio has an inverted U-shaped influence on radical innovation and that this relationship is moderated by geographic diversity and collaborative breadth. This work identifies a balance in the tension between diverse partnership portfolios and knowledge leakage with regard to open innovation activities.

This study provides senior managers with an indication of the relationships between partnership portfolios and innovative knowledge protection, identifying the geographic diversity and collaborative breadth that serve as safeguards to prevent leakages of a firm’s innovative knowledge.

This study makes an original contribution to the empirical exploration of innovation knowledge protection and provides new insights into the field of open innovation. The authors, thus, balance the tension between partnership portfolios and knowledge leakage.

The purpose of this paper is to develop a better understanding of how the supply chain structure (i.e. degree of vertical integration) of a focal organization shapes the breadth of its portfolio of technologies.

In total, three case studies were conducted involving key players in the Australian mass grocery retail sector. Each had a distinct supply chain structure (i.e. totally vertically disintegrated, partially vertically integrated and totally vertically integrated). Each supply chain case study included manufacturers or suppliers, transport and logistics service providers, wholesalers/distributors, as well as the mass grocery retail organizations. Interviews with key personnel from these organizations and other relevant information informed the findings and conclusions.

The information technologies employed by the three focal case organizations and their extended trading partners varied in terms of level, type, complexity and sophistication. The authors highlight how the choice of supply chain technologies is affected by supply chain structure (extent of vertical integration). The authors found that disintegrated supply chain structures have a broader portfolio of technologies, whereas integrated supply chains have a narrow portfolio.

This study is confined to three organizations in the Australian mass grocery retail sector, so any extensions should be made with caution.

The framework presented in this study can guide organizations in assessing the appropriateness of their supply chain portfolios of technologies with the structure of their supply chains. For standard setting bodies, the findings of this study suggest that technologies need to be tailored to the requirements of the supply chains, with the level of vertical integration being one easy way to segment the supply chain types.

The study adapts and extends the “arcs of integration” framework. The propositions enhance the understanding of how supply chain structure, in the form of degree of vertical integration influences an organization’s supply chain portfolio of technologies.

This research distinguishes between abstract brand concepts built through the development of diverse product portfolios (i.e. portfolio abstractness) and those built through establishing human-like images (i.e. image abstractness), and investigates the joint effect of the two types of brand abstractness on building brand equity.

The three studies presented use experimental design with participants in a laboratory setting and members of an online participant panel.

Three studies demonstrate that while building abstractness by expanding a brand’s product portfolio can generate favorable brand evaluations, this positive effect is marginal compared to when the brand is imbued with human-like characteristics. Furthermore, the favorable effects on brand equity because of abstractness associated with a human-like brand image are evident in protection from brand dilution in the face of negative publicity.

The findings suggest that a consideration of different forms of abstractness is key to unlocking the complexities of understanding customer-based brand equity.

This research shows that although building abstractness through a diversified product portfolio or a symbolic, human-like brand image can favorably impact customer-based brand equity (i.e. attitudes and responses to negative publicity), the former strategy has a marginal effect compared to the latter.

This is the first research to conceptualize brand abstractness as stemming from broad portfolios or from human-like brand images. Additionally, it provides a holistic understanding of how these two forms of abstractness jointly influence brand evaluations and responses to negative publicity.

This paper explores how two understudied characteristics of a firm's product portfolio, namely, aging of products and (non)innovativeness of products, affect firm survival. The influence of these product portfolio characteristics on organizational mortality can be observed both at the firm and at the industry levels. Paradoxically, the portfolio's influence at the firm and at the industry levels may go in opposite directions. Specifically, I predict that portfolios with aging products make their firms weaker competitors and survivors. However by weakening these firms, “aging” portfolios reduce competitive pressures at the industry level and, therefore, improve firm survival indirectly by changing industry vital rates. In contrast, firms with innovative product portfolios should be stronger survivors. At the same time, they are likely to intensify competition in the industry and, as a result, diminish survival chances of all firms, including those with innovative products. The analyses of all firms’ product portfolios in the worldwide optical disk drive industry, 1983–1999, support these predictions.

The purpose of this paper is to extend sponsorship literature by investigating the role of the fit construct and perceived sponsorship portfolio size for event sponsorship success. To analyze the sponsor–event fit in more detail, the authors draw on the network perspective and, as a consequence, split the sponsor–event fit into two constructs: the sponsor–artist fit construct and the sponsor–event organizer fit construct. Then, a model is developed and tested that examines the effect of these two constructs and perceived sponsorship portfolio size on sponsorship success.

The model is tested with data from 330 visitors to two different concerts in Switzerland. Real events with non-student samples are examined. The data are tested using Mplus 6.0 structural equation modeling.

Results report that the sponsor–artist fit, the sponsor–event organizer fit and perceived sponsorship portfolio size are important drivers of attitude toward the sponsor. Moreover, sponsorships that cause positive attitudes toward the sponsor are found to enhance willingness to pay a price premium and purchase intention.

This paper reveals that it is important for sponsorship managers to correctly consider the fit construct and perceived sponsorship portfolio size for sponsorship success. Additionally, the tested model provides an instrument for measuring sponsorship effectiveness.

The current paper reveals new results by investigating the impact of the sponsor–artist fit and the sponsor–event organizer fit on sponsorship success. Furthermore, the current research paper is the first to analyze the effects of a sponsorship portfolio which is not limited to one sponsorship category on sponsorship success.

The purpose of this study is to explore the strategic positioning and product portfolio diversification of Austrian manufacturing firms that face competition from emerging markets as opposed to firms that do not.

The research was conducted in two successive steps. Firstly, a literature review of dynamic capabilities was put into an international and import competition context, from which the domains studied empirically were derived. Secondly, a survey among the largest Austrian manufacturing firms was conducted to explore differences between firms that face competitors from emerging markets, and firms that do not. The questionnaire development was based on the strategic management literature. Even though the data are cross-sectional, backward- and forward-looking questions introduce a dynamic perspective. Both descriptive statistics and a regression analysis were used in the analysis.

The findings show that facing competitors from emerging markets is not always a force majeure, but the result of firms’ international activity. An analysis of the competitiveness profile reveals that existing strengths and weaknesses are more pronounced when firms face competitors from emerging markets. In addition, emerging market competition is associated with a broader product portfolio and triggers portfolio adjustments. Yet, a larger share of the companies facing emerging market competitors neither adjusts the product portfolio nor plans to develop new competences.

One limitation of this study is that it is confined to a survey among Austrian manufacturing firms. The findings may differ in other contexts, and thus, future research should be expanded to include firms from countries that are not from a small, open economy like Austria or from the service sector. The study uses cross-sectional data, and longitudinal/panel data would add causality.

Emerging markets play an increasing role in international business and there is a fierce debate about the strategic reactions of firms that face such competitors, especially from China. The findings provide guidance to managers who adjust their business strategies in a dynamically evolving competitive environment. The results also provide evidence relevant for strategic industrial policies aiming to reduce pressures from low-cost emerging market competitors while maintaining a free trade regime.

Import competition from China (and other emerging economies) has been argued to contribute to the decline of the manufacturing industry, especially from the USA. The findings provide a building block of the efforts that aim to alleviate competitive pressures.

Even though researchers increasingly debate the effects of competition from emerging markets, research about incumbents’ responses focuses on broadly defined product diversification or patent analyses. This study aims to fill this gap by providing comprehensive evidence about the strategic positioning of firms, thereby adding to theory. This paper also adds methodologically by offering a comprehensive picture that allows researchers to paint a nuanced picture of firms’ competitiveness.

Purpose – This chapter considers the question whether firms can contribute to poverty alleviation through engaging in ‘inclusive business’, thereby linking the macro concept of ‘inclusive growth’ to the micro concept of ‘inclusive business’. A key element in this approach is how to take so-called cross-sector partnerships into account. Partnerships are one way of bundling non-market resources in the internationalisation strategies of multinational enterprises (MNEs).

Design/methodology/approach – This chapter is largely exploratory and primarily aimed at validating a general taxonomy of inclusive business. The creation of a multi-level taxonomy of business models of MNEs towards inclusive business takes into account the role of cross-sector partnership portfolios. The taxonomy makes it possible to come to a first comparison of the strategies of MNEs across national and cultural boundaries, distinguish some patterns and discuss determinants of strategies in which partnerships play a role in the inclusive growth strategies of MNEs.

Findings – A first application of this taxonomy on the business and partnership models adopted by the first 100 Global Fortune companies shows that in general firms still adopt very reactive strategies when integrating inclusive business strategies in their cross-sector partnership portfolios.

Originality/value of chapter – This chapter takes a company-specific level of analysis for the relationship between Foreign Direct Investment and development, which is habitually researched at the macro level of analysis. It documents business models as well as the related cross-sector partnerships. Cross-sector partnership portfolios of companies are not yet researched at any systematic level. They form the meso-level link between micro-level business models and macro-level national development strategies.

This paper examines the relationship between the originality of a pharmaceutical innovation and its patent quality. Greater patent quality has been shown in the extant literature to enhance market value, which better enables firms to recoup research and development (R&D) expenditures incurred during the innovation process. Understanding how originality improves patent quality can assist policymakers, when determining the optimal length of pharmaceutical patent protection and/or market exclusivity.

The relationship between originality and patent quality is empirically investigated using a tobit, as well as a zero-inflated negative binomial, estimation approach to account for prevalence of patents receiving zero forward citations. Moderating effects of joint innovation, innovation by a university researcher and innovation by an established innovator on originality are also considered.

There is a robust and positive relationship between patent originality and quality in the pharmaceutical sector. This relationship is positively moderated by joint patent ownership with a university. As such, innovators that target originality in new drug development (especially those collaborating with universities) should, according to extant literature, see greater increases in their market value.

Policymakers can use information on the originality of a new drug to discern the optimal length of market exclusivity needed to enable the innovator to recoup expenditures related to R&D. Better predictions of the timing for which firms can recoup R&D expenditures will equip policymakers with knowledge about the appropriate timing to introduce competition into the market, which is critical to reducing the price of pharmaceuticals to consumers.