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1 – 10 of over 144000The purpose of this paper is to investigate the impact of supply chain structure on market share and the differences between supply chain structures and market shares of companies…
Abstract
Purpose
The purpose of this paper is to investigate the impact of supply chain structure on market share and the differences between supply chain structures and market shares of companies in terms of product originality in the pharmaceutical industry.
Design/methodology/approach
In the design of this research, survey methodology was selected to collect the data. Convenience sampling technique and, as data collection instrument, a questionnaire including dichotomous scales were utilized.
Findings
Obtained results showed that supply chain structures of pharmaceutical companies in Turkey have a significant impact on their market shares. Other results indicate that there are significant differences between both supply chain structures and market shares in terms of product originality.
Research limitations/implications
There are three limitations, namely, the study focused on only one sector, convenience sampling method was used in conjunction with Pareto approach and the study encompasses Turkey only.
Practical implications
Practitioners will benefit from this study through conceptualizing the impact of supply chain structure on market share and the relationships between these both and product originality in terms of creating competitive advantage.
Originality/value
The importance of this study lies on the investigation of supply chain structure with its impact on market share from supply chain management perspective and on the combination of the relationships between these both constructs and product originality as from management perspective in the pharmaceutical industry as first time.
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Sang Jin Kim, Jiwon Yoo and Eunju Ko
This study aims to investigate the relationship between collaboration product attributes, consumption value, customer equity and purchase intention – specifically, the moderating…
Abstract
Purpose
This study aims to investigate the relationship between collaboration product attributes, consumption value, customer equity and purchase intention – specifically, the moderating effect of fashion brand type (luxury and sports).
Design/methodology/approach
Online game and fashion (luxury and sports) brands were selected and online game items showing items' logos were used as stimuli. A total of 328 South Korea consumers answered a survey. The hypotheses were tested using a structural equation model (SEM).
Findings
Collaboration product attributes influence consumption value, which links to customer equity. Customer equity increases purchase intention. The multi-group analysis confirmed the difference between variables according to the brand.
Research limitations/implications
Research on collaboration with the online environment is limited. This study provides theoretical background for future research and suggests multiple items to measure collaboration product attributes.
Practical implications
Fashion brands can utilize online games to extend target markets. However, consumers perceive collaboration products differently depending on the brand types. Thus, companies should consider brand characteristics or identity when designing collaboration products with online games.
Originality/value
This study focuses on collaboration of fashion brands in the online environment. The results will help fashion brands establish relevant brand extension strategies.
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Agnieszka Izabela Baruk and Sebastian Białoskurski
The main purpose of this article is to determine the significance of selected reasons for the market success of a new food product depending on the perception of the offeror.
Abstract
Purpose
The main purpose of this article is to determine the significance of selected reasons for the market success of a new food product depending on the perception of the offeror.
Design/methodology/approach
A cognitive-critical analysis of the literature on marketing, innovation management and image management were used to prepare the theoretical section. The results of the analysis indicate a cognitive and research gap regarding the role of innovative food products in creating their offerors' image. In order to reduce the gap, empirical studies were conducted on a sample of young Polish consumers, in which a questionnaire was used to gather primary data. The data were subjected to statistical analysis using the following methods and statistical tests: exploratory factor analysis, Kruskal–Wallis test, Pearson chi-square independence test and V-Cramer coefficient analysis.
Findings
The results of the analysis conducted indicated, inter alia, that there are no statistically significant dependencies between opinions on the importance of individual components to achieve market success by a new food product (NFP), and on the relationship between the perception of the NFP and the image of the offeror. Opinions on the impact of an offeror's image on the perception of an NFP are a feature that differentiates the factors indicating the success of NFPs in the case of three variables only.
Originality/value
The results obtained from the research have a cognitive and applicability value, characterized by originality. Until now, the role of innovative food products in creating their offerors' image has not been analyzed.
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Denise Pape and Waldemar Toporowski
Experiential stores offer potential for emotional brand-consumer connections and word-of-mouth (WoM) generation. Past research links the lifecycle of such stores with perceived…
Abstract
Purpose
Experiential stores offer potential for emotional brand-consumer connections and word-of-mouth (WoM) generation. Past research links the lifecycle of such stores with perceived novelty, a defining characteristic that has not received sufficient recognition. Scarce products are identified as a promising strategy to enhance novelty perceptions. Additionally, the authors differentiate between electronic and interpersonal WoM, and consider need for uniqueness (NFU) as a relevant personality variable.
Design/methodology/approach
This study encompasses three experiments that seek to shed light on suggested relationships. The first two experiments explore the interplay between scarcity, perceived novelty, and WoM. Moving forward, the third study delves deeper into the matter, scrutinizing the conditions under which scarce products manifest their utility in experiential stores.
Findings
The findings indicate that incorporating scarce products can rejuvenate the novelty aspect of experiential stores and promote positive WoM outcomes. Additionally, including NFU as a personality variable presents a communication dilemma, as high NFU individuals tend to engage more in electronic WoM but less in interpersonal WoM. However, this relationship is contingent on circumstances, with high NFU individuals showing a greater inclination towards interpersonal WoM when the probability of being imitated is low.
Practical implications
This study offers practical guidance for brand managers aiming to sustain the appeal and success of their experiential stores, as well as for commercial real estate managers seeking to revitalize vacant spaces in the post-COVID-19 era.
Originality/value
This pioneering study investigates the role of perceived novelty and scarce products in experiential stores, aiming to identify optimal conditions for favorable consumer responses. It also contributes to research on the forward spillover effect and underscores the importance of interpersonal proximity in WoM investigations.
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Sameh Al Natour and Carson Woo
The purpose of this paper is to examine the determinants of learners' satisfaction with a new blended learning method, namely online video presentations.
Abstract
Purpose
The purpose of this paper is to examine the determinants of learners' satisfaction with a new blended learning method, namely online video presentations.
Design/methodology/approach
The study tests the proposed model using responses from 353 students who were exposed to the new method. Regression analysis was used to test the hypotheses.
Findings
The results show that both the perceived social (e.g. reduction in comparison bias) and utilitarian (e.g. presentation originality) benefits increase satisfaction with the online video presentation method, from both the creator's and the learner's perspectives.
Practical implications
This study provides several guidelines to instructors employing blended learning methods, as well as designers of platforms that enable blended learning.
Originality/value
This study provides a model to understand the determinants of learners' satisfaction with a new blended learning method. It looks at these determinants from both the content creators' perspective and the content viewer's perspective.
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The purpose of this paper is to examine the effect of market demand on innovation-firm performance relationship in service firms. The paper further analyzes the extent to which…
Abstract
Purpose
The purpose of this paper is to examine the effect of market demand on innovation-firm performance relationship in service firms. The paper further analyzes the extent to which market demand influences the effect of product innovation on firm performance and how such effect could be managed by a specific type of cultural orientation that is critical to strategic management.
Design/methodology/approach
Data were collected from different service sub-sectors of an emerging economy with a fast-growing services sector. Causal modeling methods through different model comparisons are used in analyzing the relationship between innovation and service firm performance and environmental mediating and moderating effects.
Findings
The findings suggest that though product innovation has a positive effect on firm performance, high market demand dampens and negate this effect. However, a service firm’s ability to build an innovative culture, that supports strategy implementation, assuages this negative effect and restores the positive relationship between product innovation and firm performance, even in the face of environmental coercion.
Originality/value
This paper shows that market demand will dampen the effect of product innovation on performance and as such must be managed in a way that mitigates this negative effect. The building of an organizational culture that is innovative is therefore recommended to mitigate this negative effect to render product innovation still relevant even in periods where market conditions prevent favorable performance effects.
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This study aims to examine the relationship between market orientation and product innovation and the mediating role of technological capability in this relationship. It also aims…
Abstract
Purpose
This study aims to examine the relationship between market orientation and product innovation and the mediating role of technological capability in this relationship. It also aims to examine the effect of market orientation on product innovation within the framework of technological intensity classification of the fields of business activity.
Design/methodology/approach
The research data were obtained from 186 senior and mid-level managers of 627 manufacturing firms that are widely considered to be innovative, and that are ranked among Turkey's largest 1,000 manufacturing firms (ISO 1000). The data were analyzed using partial least squares structural equation modeling.
Findings
Customer orientation and interfunctional coordination, two distinct dimensions of market orientation, had positive effects on product innovation. Technological capability played a mediating role in the effect of customer orientation and interfunctional coordination on product innovation. In addition, interfunctional coordination positively affected product innovation in firms with low technological intensity, whereas customer orientation positively affected product innovation in firms with medium-high technological intensity.
Practical implications
For the success of product innovations, firms should establish mechanisms to obtain information about customer needs and expectations and to disseminate and effectively use this information among organizational functions. They also need to improve their technological capabilities to effectively transform market knowledge into product innovation.
Originality/value
The relationship between market orientation and product innovation has been examined in previous studies; however, there is an insufficient number of studies on the mediating role of technological capability in this relationship. This study aimed to eliminate the gap in the literature regarding the mediating role of technological capability. In addition, innovation activities of firms vary depending on the technological intensity, but only a limited number of evaluations have been conducted on this subject. This study contributes valuable knowledge to the relevant literature by examining the impact of market orientation dimensions on product innovation according to technological intensity.
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Muhammad Ahmad Tauqeer and Knut Erik Bang
This study aims to present a novel approach of using technology trends to trigger product ideas. It is primarily addressed to product ideation where limited applied approaches are…
Abstract
Purpose
This study aims to present a novel approach of using technology trends to trigger product ideas. It is primarily addressed to product ideation where limited applied approaches are available.
Design/methodology/approach
The model is built by extending the theoretical framework of ideation study. It comprises morphological analysis with product breakdown as primary and technological trends as a secondary dimension to prompt product ideas from user’s intuition. The approach is multidisciplinary using insights from the areas of cognition, management strategy and project management. The model is further tested in two different test configurations with university students (n = 81).
Findings
The results indicate that this systematic model can increase the quality and number of ideas generated by the students compared to generally practised approaches. It is shown that this approach increases the chances of triggering ideas.
Research limitations/implications
The testing of the present model is comprehensive and in no means exhaustive.
Practical implications
Because of the shrinking product life cycle, organisations have a need for systematic product ideation models that can assist in innovating their product ranges. It is important to study idea generation for products to not only assist product innovation but also comprehensively understand the process of creativity. The proposed model is primarily addressed to product innovation projects where limited practical tools are available for product ideation. The present model is easy to apply and has the tendency to generate novel product ideas that can lead to successful product innovations.
Originality/value
Product innovation currently has limited systematic ideation tools where this study contributes.
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Manon Favier, David A. Jaud and Camille Saintives
This paper aims to explore the influence of a particular label surface texture, i.e. embossing, on consumer purchase intentions and willingness to pay. This paper further…
Abstract
Purpose
This paper aims to explore the influence of a particular label surface texture, i.e. embossing, on consumer purchase intentions and willingness to pay. This paper further highlights the underlying mechanisms explaining this relationship by unveiling the mediating role of willingness to touch and perceived package uniqueness.
Design/methodology/approach
Based on the visual salience theory and the stimulus–organism–response (SOR) model, this paper tests mediations and serial mediations across two online experiments and evidence from a laboratory experiment.
Findings
Study 1 reveals perceived package uniqueness as the mediator, such that embossed elements on the label increase perceived uniqueness, hence leading to greater purchase intentions and willingness to pay. In addition, Study 2 replicates these results and goes further by demonstrating the positive effect of embossing on purchase intentions and willingness to pay through willingness to touch then perceived package uniqueness.
Practical implications
The findings provide insightful managerial implications by drawing attention to the importance of using embossed elements on packaging, particularly when companies seek to differentiate themselves from competitors by stimulating consumers to touch their product packaging and having them perceive their products as unique.
Originality/value
Using visual salience theory and the SOR model, this research is, to the best of the authors’ knowledge, the first to shed light on the effect of embossing as a visual element of the packaging design on willingness to touch the product (haptics) and perceived uniqueness, ultimately enhancing purchase intentions and willingness to pay.
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Erdem Baydeniz, Turgut Türkoğlu, Engin Aytekin, Hüseyin Pamukcu and Mustafa Sandikci
This study attempts to ascertain how behavioral intention and word-of-mouth communication is affected by belonging, attitude toward behavior and subjective norm found in the…
Abstract
Purpose
This study attempts to ascertain how behavioral intention and word-of-mouth communication is affected by belonging, attitude toward behavior and subjective norm found in the theory of reasoned action. The research universe consists of customers visiting local restaurants operating in Afyonkarahisar.
Design/methodology/approach
The survey technique was used to collect data from customers visiting local restaurants between 05 September and 05 November 2022, using the convenience sampling method. The acquired data (n = 385) were analyzed using the structural equation model and the SmartPLS statistical tool.
Findings
The study findings indicate that behavioral intention is positively and significantly influenced by behavioral attitude, subjective norm and behavioral norm, but not by belonging. However, behavioral intention significantly and favorably influences word-of-mouth. When the indirect effect of study findings was analyzed, it was showcased that behavioral intention and attitude indirectly influence subjective norm and word-of-mouth communication, but belonging has no such effect.
Practical implications
The results suggest that businesses should focus on using local products as customers have a positive attitude toward them and provide customers with a sense of belonging to increase word-of-mouth communication. Additionally, the study highlights the importance of subjective norms in shaping customers' intentions and behavior toward local products.
Originality/value
The contribution of this article is valuable in terms of meeting this quest of visitors who have the motivation to introduce and experience the local culture, especially the Reasoned Action Theory of Word-of-Mouth communication approach of the customers, who play an essential role in the promotion and marketing of local restaurants selling local products, and to make a difference in their travels. Findings indicate that businesses should use local products, and customers need a sense of belonging. However, there is a subjective norm and attitude toward local products, and they should provide the necessary tendencies to gain a sense of belonging.
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