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21 – 30 of over 151000
Article
Publication date: 12 April 2013

Huan Yu and Joe Bogue

This research aims to generate consumer knowledge to facilitate the development of new product concepts with optimal product design attributes for new fermented functional cereal…

Abstract

Purpose

This research aims to generate consumer knowledge to facilitate the development of new product concepts with optimal product design attributes for new fermented functional cereal beverages (FFCBs) with high market potential.

Design/methodology/approach

This research employed a sequential mixed research approach which integrated both qualitative and quantitative methods. A total of 12 in‐depth interviews and three focus groups were carried out to identify product concepts for new FFCBs. A conjoint model (n=299) was then developed to evaluate product‐specific factors that influenced consumer acceptance of FFCBs.

Findings

Potential target consumers of FFCBs were more likely to be young females who had relatively high educational and income levels. “Flavour” and “health/nutritional claim” were found to be the most important product attributes for consumers. The simulation analysis predicted two FFCB concepts for target consumers.

Research limitations/implications

As there is a limited range of FFCBs on the market, the concept of FFCBs may be novel to consumers. Further research would be beneficial that closely integrates the strategic marketing of FFCBs with sensory analysis conducted on a range of these beverages.

Practical implications

During the early stages of the new product development (NPD) process, a market‐oriented research methodology can help optimise product concepts in terms of product attributes that drive consumer acceptance.

Originality/value

This paper provides an important insight into the significance of market‐oriented knowledge generation techniques for the development of new cereal‐based functional foods. It provides market‐oriented information on FFCBs which can be valuable for food manufacturers to maximise NPD performance and to gain competitive advantage in the functional beverages market.

Article
Publication date: 1 January 1987

Sak Onkvisit and John Shaw

Self‐concept, despite its marketing relevance, has been overshadowed by other psychological concepts. The self‐concept is, however, significant and relevant to the study of…

8016

Abstract

Self‐concept, despite its marketing relevance, has been overshadowed by other psychological concepts. The self‐concept is, however, significant and relevant to the study of consumer behavior because many purchases made by consumers are directly influenced by the image an individual has of himself. A fundamental question involves the process of the formation of the self‐concept. Several distinct qualities exist within the self‐concept, and once the self‐concept is established, these have a bearing upon the individual's behavior and his relationship with his objective, subjective, social, and ideal self. For marketers, an understanding of the self‐concept and self‐image can provide the means for developing more effective marketing programs. Consistency and congruence also play an important part in establishing the relationship between the self‐concept, the individual's image, and final purchase behavior. Other factors also play a part in the process and, in some situations, misunderstandings about their importance can result in less than effective marketing efforts. Careful research and analysis of the relevant factors affecting the self‐concept and their effect on purchase behavior can make for more effective market strategic planning. This article examines the various issues related to the marketing applicability of the self‐concept and discusses its implications in terms of research and market strategic planning.

Details

Journal of Consumer Marketing, vol. 4 no. 1
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 1 August 1994

Jane Casto

Proposes that, inorder to optimize concept definition,organizations should manage it as a distinct and separate entity,running concurrently with development activities. In order…

2530

Abstract

Proposes that, inorder to optimize concept definition, organizations should manage it as a distinct and separate entity, running concurrently with development activities. In order to manage core technical competences continuously, and to balance the organization′s portfolio of products, maintains that concept definition should be an ongoing activity. Uses current literature to support these contentions; and offers a new model of the early development process. Discusses composition, responsibilities and integration of the major components of the model and concludes with a brief discussion of the organizational impact of this new approach to concept definition.

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

Article
Publication date: 27 January 2012

Eric H. Shaw

The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of…

30265

Abstract

Purpose

The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice.

Design/methodology/approach

The paper takes the form of an intensive literature review tracing the three streams of marketing strategy terms and concepts from their roots in the literatures of early marketing management, managerial economics and corporate management to the present.

Findings

Along with marketing ideas, strategy concepts from managerial economics and from corporate management were absorbed directly into the corpus of strategic marketing thought. These three streams of research have converged into the current state of marketing strategy – an eclectic mixture of both complementary and conflicting strategic approaches, terms and concepts. By systematically following the evolutionary development of major contributions to strategic marketing thought and by redefining terms and refining concepts the various approaches to strategy can be integrated into a comprehensive conceptual framework for organizing and choosing among individual marketing strategies.

Originality/value

The framework offers conceptual and practical value. It provides a researcher with a consistent set of terms and concepts to build upon. The framework also provides a strategic toolkit for the marketing manager, based upon organizational and environmental conditions, to choose from among the feasible alternatives the most effective marketing strategy to achieve management's goal(s).

Article
Publication date: 1 January 2006

Kamilla Kohn

In new product development (NPD), the early phase is considered to be one of the greatest opportunities for improving the overall process, where intensive collaboration between…

2278

Abstract

Purpose

In new product development (NPD), the early phase is considered to be one of the greatest opportunities for improving the overall process, where intensive collaboration between marketing and R&D is essential. Nevertheless, previous studies indicate the difficulties of creating a thorough concept during the early phase. This paper aims to contribute to understanding why concept creation is difficult during the early phase of NPD.

Design/methodology/approach

This case study involves a single company, and is based on a combination of participant observations and interviews. The participant observations are based on an ethnographic method and the interviews on a hermeneutic approach.

Findings

The findings suggest that the difficulties in creating a strong concept during the early phase are related to the negative conflicts arising between marketing and R&D. The underlying cause of such conflicts can further be related to the strong interdependencies existing between the functions. Achieving a better understanding of the interdependencies and the different functional views may reduce the negative conflicts which otherwise tend to become barriers to the far‐reaching integration needed to develop a thorough concept.

Research limitations/implications

As this study is based on a single case, further research is needed in this field in other industries.

Practical implications

Cooperation between functions, as advised in the literature, is not enough and needs to be expanded to cover perspective making and perspective taking in order to move away from the many non‐productive conflicts arising during the early phase as well as create thorough concepts.

Originality/value

This paper bridges different bodies of theories related to concept creation and identifies a gap in the existing theories concerning NPD and the early phase.

Details

European Journal of Innovation Management, vol. 9 no. 1
Type: Research Article
ISSN: 1460-1060

Keywords

Article
Publication date: 5 October 2015

Jerker Lessing and Staffan Brege

The purpose of this study is to describe and analyse the business model of product-oriented house-building companies and, hence, bridging the gap of knowledge on this topic…

1134

Abstract

Purpose

The purpose of this study is to describe and analyse the business model of product-oriented house-building companies and, hence, bridging the gap of knowledge on this topic. Product-orientation implies an alternative approach to house-building, requiring new knowledge about business models and its characteristics. The balance and fit between the main business model dimensions is specifically focused on to emphasise the importance of a holistic approach.

Design/methodology/approach

This study is based on a case study with two leading Swedish, product-oriented house-building companies. Semi-structured interviews with company executives, document studies, site and factory visits, along with seminars at the companies are the main data sources. Theories on business models and product orientation form the theoretical foundation for the study.

Findings

The case studies describe two successful companies that used end-customer knowledge to identify a target segment, develop an offering and sequentially increase control over the production and supply chain, with limited investments. This indicates that a market-based outside-in perspective is a successful approach to establish viable house-building concepts with a balance between the business model’s dimensions.

Practical implications

The knowledge brought forward in this study is beneficial for practitioners that can learn about product-oriented house-building and how this must be reflected in the company’s business model to be successfully applied.

Social implications

The study brings forward knowledge about house-building business models that can contribute to increased house-building targeted on certain customer segments. This can be beneficial in terms of decreased costs and increased volumes of new-built, high-quality homes for a variety of customers on the market.

Originality/value

Business models for product-oriented house-building companies are a scarcely covered topic in previous research, and hence, this study provides knowledge of interest for both researchers and practitioners. The case studies reveal unique information of how two companies developed their successful concepts.

Details

Construction Innovation, vol. 15 no. 4
Type: Research Article
ISSN: 1471-4175

Keywords

Article
Publication date: 2 July 2018

Anna Dubiel, Sourindra Banerjee, Holger Ernst and Mohan Subramaniam

The purpose of this paper is to investigate how firms can better manage new product development (NPD) for international markets (IMs). This is not a trivial task as, for most…

1202

Abstract

Purpose

The purpose of this paper is to investigate how firms can better manage new product development (NPD) for international markets (IMs). This is not a trivial task as, for most firms, NPD still tends to be rooted in domestic operations.

Design/methodology/approach

This study proposes IM information (IMI) use across three stages of the NPD process (concept development, product development and commercialization) as a key driver of international NPD performance. This study also examines two antecedents of such usage: international firm experience; and international innovation culture. A conceptual framework is tested using structural equation modeling, based on data from 137 strategic business units of German firms.

Findings

The use of IMI during commercialization has a U-shaped (positive quadratic) relationship with international NPD performance, whereas curvilinear relationships in the concept and product-development stages cannot be confirmed. Having an internationally oriented innovation culture increases the level of IMI usage in all NPD process stages, while a firm’s international experience only does so in the commercialization stage. Thus, international experience does not necessarily impact access to and understanding of IMI in the early NPD stages.

Research limitations/implications

This study furthers understanding of NPD phenomena in an international context. However, future studies might consider exploring the mixed patterns of IMI use and NPD performance by looking at new forms and tools of market information management. Moreover, they may uncover more drivers of IMI use and test their frameworks in different contexts.

Practical implications

Managers should emphasize IMI use throughout the whole NPD process, even in the traditionally more R&D-focused product-development stage. Managers should strive to establish a corporate culture that views IMs as opportunities rather than liabilities.

Originality/value

This is the first study both to examine the relative impact of IMI use across all distinct NPD stages simultaneously on international NPD performance and to use quadratic effects to explain the relationship.

Details

International Marketing Review, vol. 35 no. 5
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 13 July 2011

The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy…

Abstract

The chapter briefly reviews the eight volumes in my Legend series – organizational buying behavior, consumer behavior, product and new product management, marketing strategy, market segmentation, global marketing, marketing research and modeling, and the future of marketing. In addition, the chapter highlights the three driving forces of much of my research: (a) the real world challenges facing corporations and organizations, (b) the search for new methodological developments, and (c) the continuous challenge of the prevailing marketing concepts and approaches. The chapter concludes with some reflections on the evolution of marketing in the past five decades and my wish list for the discipline and my future activities.

Details

Review of Marketing Research: Special Issue – Marketing Legends
Type: Book
ISBN: 978-0-85724-897-8

Article
Publication date: 15 March 2013

Jeremy I. Abel, Cheryl L. Buff and John C. O’Neill

The purpose of this research is to investigate the extent to which actual and ideal self‐congruities (image) are associated with health club patronage, a conspicuous consumption…

5965

Abstract

Purpose

The purpose of this research is to investigate the extent to which actual and ideal self‐congruities (image) are associated with health club patronage, a conspicuous consumption situation. Previous studies which have examined the applicability of the image congruence hypothesis to consumer behavior have scarcely examined its effect in the services industry. An integrative model of self‐concept, self‐congruity and health club image provides the foundation for hypotheses development.

Design/methodology/approach

A survey‐based methodology was employed in the current investigation, as paper‐and‐pencil surveys were administered on‐site at several local health clubs and an on‐line version of the questionnaire was made available to college students.

Findings

Consumers’ actual self‐image, rather than ideal self‐image, was more strongly associated with their perception of their health club's brand image and, thus, served as a stronger indicator of health club patronage.

Practical implications

Health club members exhibited a greater tendency to match the image they currently held of themselves with the brand image of their patronized health club. Health clubs would do well to develop and promote a brand image that is aligned more closely with members’ actual self‐images rather than attempting to develop a brand image that correlates more strongly to members’ idealized self‐images.

Originality/value

The current investigation evidences the applicability of the image congruence hypothesis to a particular service product that has not been examined in prior image congruence studies.

Details

Sport, Business and Management: An International Journal, vol. 3 no. 1
Type: Research Article
ISSN: 2042-678X

Keywords

21 – 30 of over 151000