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1 – 10 of 733Wei Guo, Tieying Yu and Greta Hsu
In this study, we develop understanding of factors that shape the propensity of market incumbents to collaborate in response to the threat posed by new market entrants. We are…
Abstract
In this study, we develop understanding of factors that shape the propensity of market incumbents to collaborate in response to the threat posed by new market entrants. We are particularly interested in instances when a market's competitive structure becomes unsettled by new entrants who engage in nonconforming strategic tactics. In such situations, we propose two factors – strategic similarity among competitors and market-share instability – will systematically shape competitors' collaborative response to new entrants. To test our theory, we use data on strategic tactics and collaborative dynamics in the US airline industry from 1989 to 2010. We demonstrate that greater strategic similarity among a market's incumbents increases the likelihood of cooperation in response to the threat of a nonconforming new entrant, while greater market-share instability reduces cooperative response. Through this study, we extend existing understanding of the contextual circumstances under which established competitors recognize their mutual interests and band together.
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Anil Engez and Leena Aarikka-Stenroos
Successful commercialization is crucial to innovative firms, but further investigation is needed on how diverse stakeholders can contribute to the commercialization of a radical…
Abstract
Purpose
Successful commercialization is crucial to innovative firms, but further investigation is needed on how diverse stakeholders can contribute to the commercialization of a radical innovation that requires particular market creation support. This paper aims to, therefore, analyze the key stakeholders and their contributive activities in commercialization and market creation, particularly in the case of radical innovations.
Design/methodology/approach
This study relies on qualitative research design including interviews with key stakeholders, such as regulators, scientists, experts, licensing partners, core company representatives and extensive secondary data. This single-case study concerns a functional food product, which is a radical innovation requiring the development of a novel product category positioned between the food and medicine categories in global market settings. Since its market launch in 1995, the involvement of multiple stakeholders was needed for its successful commercialization in over 30 countries.
Findings
Results uncover the contributions of diverse stakeholders to commercialization and market creation, particularly of radical innovation. Stakeholders performed market creation activities such as regulating the marketing and labeling of food products, conducting safety assessments, revealing and validating the positive health effects of the novelty and raising awareness of healthy living and cardiovascular health. The commercialization activities included distributing the products overseas, applying the ingredient to different food products and making the products available for users.
Research limitations/implications
This single-case study provides an overview of the positive stakeholder activities with contributions to market creation and commercialization of functional food innovations. Although the user perspective was not included in the empirical part of this study because of our focus on B2B actors, users of the innovation can contribute to R&D activities to a great extent.
Originality/value
The developed framework of stakeholders’ contributive activities in radical innovation commercialization and market creation contributes to literature discussing market creation as well as commercialization within the marketing and innovation management research fields. This work also generates practical advice for managers who commercialize (radical) innovations.
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Jaekyung Ha, Stine Grodal and Ezra W. Zuckerman Sivan
Our prior work has identified a trade-off that new entrants face in obtaining favorable market reception, whereby initial entrants suffer from a deficit of legitimacy whereas…
Abstract
Our prior work has identified a trade-off that new entrants face in obtaining favorable market reception, whereby initial entrants suffer from a deficit of legitimacy whereas later entrants suffer from a deficit of authenticity. This research has also proposed that a single mechanism is responsible for this trade-off: the tendency for customers and other stakeholders to assess the entrant's claim to originality based on the visible work that it has done to legitimate the new product or organizational form. This chapter extends and deepens our understanding of such “legitimation work” by showing how it can illuminate cases that seem in the first instance to defy this trade-off. In particular, we focus on two “off-diagonal” cases: (a) when, as in the case of “patent trolls” and fraudulent innovators, early entrants are viewed as inauthentic despite having a credible claim to originality; (b) when late entrants, as in the case of Dell Computers, mechanical watches and baseball ballparks, are viewed as authentic despite obviously not being the originators. We clarify how each off-diagonal case represents an ‘exception that proves the rule’ whereby audiences attribute authenticity on the basis of legitimation work rather than on the order of entry per se. The last case also leads to an opportunity to clarify why “cultural appropriation” can sometimes project authenticity and sometimes inauthenticity, why audiences bother to make inferences about a producer's authenticity on the basis of visible legitimation work, and why legitimacy is a universal goal of early movers whereas authenticity varies in its importance.
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This study aims to provide a contextualized look at the artisan sector in Zambia and asks: What factors contribute to scaling positive impact in artisan ventures in Zambia, and…
Abstract
Purpose
This study aims to provide a contextualized look at the artisan sector in Zambia and asks: What factors contribute to scaling positive impact in artisan ventures in Zambia, and how can these factors be leveraged to promote positive economic, social and environmental outcomes for women and their communities.
Design/methodology/approach
This study uses an explanatory sequential mixed-methods approach to gain a multi-layered understanding of artisan craft social enterprises in Zambia.
Findings
Purpose is found to be the primary driver of social and environmental impact in artisan social enterprises in Zambia, with female leadership a critical factor. Access to finance, markets and resources are also essential to help these organizations achieve their social missions.
Research limitations/implications
While this study provides valuable insights into the artisan sector, its scope was limited to the Zambian context, making the generalizability of the findings to other geographies uncertain.
Originality/value
This research makes a valuable contribution to the literature on social enterprises by highlighting the critical role of female leadership and purpose in driving positive impact in artisan businesses in Zambia. Additionally, the study underscores the importance of understanding the mechanisms through which artisan social enterprises create positive change. The study highlights the importance of artisan craft employment for women in Zambia and illustrates the impact of Zambian artisan ventures, both formal social enterprises and informal businesses, on creating positive social and environmental impacts in the country.
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Hui Lei, Shiyi Tang, Yuxin Zhao and Shou Chen
This study aims to explore the effect of digitalization on the promotion of enterprise R&D cooperation, and it analyzes the microimpact mechanism and boundary conditions of…
Abstract
Purpose
This study aims to explore the effect of digitalization on the promotion of enterprise R&D cooperation, and it analyzes the microimpact mechanism and boundary conditions of enterprise digitalization on enterprise R&D cooperation.
Design/methodology/approach
Based on survey data sourced from the World Bank Enterprise Surveys of the business environment of Chinese enterprises in 2012, this study applies multiple regression methods to test theoretical hypotheses.
Findings
Enterprise digitalization positively affects the breadth and intensity of enterprise R&D cooperation. Employees’ digital literacy plays an intermediary role between enterprise digitalization and enterprise R&D cooperation. The subordinate attributes of enterprises weaken the positive relationship between enterprise digitalization and the breadth and intensity of enterprise R&D cooperation. The shareholding of state-owned enterprises reinforces the positive relationship between digitalization and the intensity of enterprise R&D cooperation. However, such shareholding shows no significant regulatory effect on digitalization and the breadth of enterprise R&D cooperation.
Originality/value
Focusing on the digital transformation of the enterprise, this study discusses its impact mechanism on enterprise R&D cooperation, including the impact on the intensity and breadth of R&D cooperation. The study further examines the regulatory effect of organizational inertia on enterprise digital and R&D cooperation from two aspects: resource rigidity and routine rigidity. It emphasizes the significance of the digital literacy of employees in enterprise digitalization and discusses the micromechanism of enterprise digitalization and enterprise R&D cooperation.
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Prior studies of competitive dynamics in emerging economies restricted their attention to how the multinational enterprise (MNE) initiates actions against the domestic firm in the…
Abstract
Purpose
Prior studies of competitive dynamics in emerging economies restricted their attention to how the multinational enterprise (MNE) initiates actions against the domestic firm in the market environment with no regard for the home-host relations. By contrast, this study aims to investigate how the domestic firm challenges the MNE in the non-market environment when there is home–host political hostility.
Design/methodology/approach
The authors conducted a case study of non-market rivalry between an MNE from the Taiwan region and a domestic firm on the Chinese mainland in the period 2004–2008.
Findings
Riding the home–host political hostility, the domestic firm mounted political tactics against the MNE on two fronts. It lobbied the government for identity-targeted policy changes, which demanded state-funded clients buy only from domestic suppliers. It also unethically spread identity-targeted political rumors to vilify the MNE in the local society. The MNE defended itself against the unfavorable policy by engaging in identity work of restructuring its distribution channels to conceal its “foreign” (non-domestic) identity. To fight off the rumors, it built a corporate citizen identity by identity work of aligning corporate social responsibility and research and development with local policy priorities.
Originality/value
The authors broaden the concept of competitive aggressiveness to include non-market actions, particularly unethical ones targeting a rival’s identity. The authors contribute to identity work scholarship by pinpointing an unrecognized phenomenon – high-effort identity work, used by the MNE as a defensive response. The emergent findings develop a moral perspective on non-market rivalry.
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Aaron Tham, Jenna Campton and Bruce Cooper-McKenzie
There is a growing interest in investigating craft beer tourism and consumption experiences as different destinations seek to position unique attributes and cultures in their…
Abstract
Purpose
There is a growing interest in investigating craft beer tourism and consumption experiences as different destinations seek to position unique attributes and cultures in their culinary offerings. Yet, in this space, factors that have triggered the creation, management and marketing of craft beer tourism remain implicit. The purpose of this paper is therefore to present a systematic literature review of craft beer tourism, apply a conceptual model of craft beer gastronomy tourism and, in turn, provide strategic imperatives for the sector moving forward.
Design/methodology/approach
A comprehensive search for craft beer tourism in hospitality and tourism literature was undertaken using a combination of Google Scholar search terms as well as institutional library databases. Then, following the steps proposed by Xiao and Watson (2019), articles were sorted into themes before determining their appropriateness to be included in a systematic literature review.
Findings
Based on prior research, a Craft beer gastronomy tourism model is proposed. This model was found to provide a macro perspective of the craft beer tourism literature and was applied using the systematic literature review. It was found that not many of the papers fit the three-step process, and a fragmented relationship between craft breweries and tourism was observed. On reviewing the theories and frameworks used, it was found that there was not much consistency with the majority using frameworks and concepts. Furthermore, most studies were undertaken from the perspective of a single region or homogenous samples, with few offering cross-sectional comparisons. The most common methods of the papers were surveys and interviews, with a majority being cross-sectional.
Originality/value
The systematic literature review has led to the development of a novel conceptual model that highlights the current focal areas but also gaps that inform future studies and managerial implications.
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Jake David Hoskins and Abbie Griffin
This research paper aims to investigate detailed relationships between market selection and product positioning decisions and their associated short- and long-term product…
Abstract
Purpose
This research paper aims to investigate detailed relationships between market selection and product positioning decisions and their associated short- and long-term product performance outcomes in the context of the music category: a cultural goods industry with high amounts of product introductions. Market selection decisions are defined by the size, competitiveness and age of market subcategories within an overall product category. Positioning decisions include where a product’s attributes are located spatially in the category (periphery versus the market center), whether a product resides within a single subcategory or spans multiple ones and what brand strategy (single versus co-branding) is used.
Design/methodology/approach
Data are from multiple sources for the US music industry (aka product category) from 1958 to 2019 to empirically test the hypotheses: genres (rock, blues, etc.) correspond to subcategories; artists to brands; and songs to products. Regression analyses are used.
Findings
A complex set of nuanced results are generated and reported, finding that key marketing decisions drive short-term new product success differently and frequently in opposing ways than long-term success. Launching into very new, well-established or very competitive markets leads to the strongest long-term success, despite less attractive short-run prospects. Positioning a product away from the market center and spanning subcategories similarly poses short-run challenges, but long-run returns. Brand collaborations have reverse effects. Short-run product success is found, overall, to be difficult to predict even with strong data inputs, which has substantial implications for how firms should manage portfolios of products in cultural goods industries. Long-run product success is considerably more predictable after short-run success is observed and accounted for.
Originality/value
While managers and firms in cultural goods industries have long relied on intuition to manage market selection and product positioning decisions, this research tests the hypothesis that objective data inputs and empirical modeling can better predict short- and long-run success of launched products. Specific insights on which song characteristics may be associated with success are found – as are more generalizable, industry-level results. In addition, by distinguishing between short- and long-run success, a more complete picture on how key decisions holistically affect product performance emerges. Many market selection and product positioning decisions have differential impacts across these two frames of reference.
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Yulong Li, Ziwen Yao, Jing Wu, Saixing Zeng and Guobin Wu
The numerous spoil grounds brought about by mega transportation infrastructure projects which can be influenced by the ecological environment. To achieve better management of…
Abstract
Purpose
The numerous spoil grounds brought about by mega transportation infrastructure projects which can be influenced by the ecological environment. To achieve better management of spoil grounds, this paper aims to assess their comprehensive risk levels and categorize them into different categories based on ecological environmental risks.
Design/methodology/approach
Based on analysis of the environmental characteristics of spoil grounds, this paper first comprehensively identified the ecological environmental risk factors and developed a risk assessment index system to quantitatively describe the comprehensive risk levels. Second, this paper proposed a comprehensive model to determine the risk assessment and categorization of spoil ground group in mega projects integrating improved projection pursuit clustering (PPC) method and K-means clustering algorithm. Finally, a case study of a spoil ground group (includes 50 spoil grounds) in a mega infrastructure project in western China is presented to demonstrate and validate the proposed method.
Findings
The results show that our proposed comprehensive model can efficiently assess and categorize the spoil grounds in the group based on their comprehensive ecological environmental risk. In addition, during the process of risk assessment and categorization of spoil grounds, it is necessary to distinguish between sensitive factors and nonsensitive factors. The differences between different categories of spoil grounds can be recognized based on nonsensitive factors, and high-risk spoil grounds which need to be focused more on can be identified according to sensitive factors.
Originality/value
This paper develops a comprehensive model of risk assessment and categorization of a group of spoil grounds based on their ecological environmental risks, which can provide a reference for the management of spoil grounds in mega projects.
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The purpose of this paper is to review the existing literature on positioning strategies, categorise them as typologies and taxonomies and propose generic positioning strategies…
Abstract
Purpose
The purpose of this paper is to review the existing literature on positioning strategies, categorise them as typologies and taxonomies and propose generic positioning strategies for organisations from a theoretical viewpoint.
Design/methodology/approach
Typologies and taxonomies are defined and characterised, and then all product or brand positioning strategies are examined. Articles published in reputable marketing and strategic marketing journals from 1969 to 2022 are analysed for this purpose. The analysis was done using qualitative text mining: classification, coding and text analysis.
Findings
The review enables the identification of three generic positioning strategies widely accepted in the literature, as well as the distinction between conceptually derived positioning strategies (typology) and empirically derived positioning strategies( taxonomy).
Research limitations/implications
This study provides a comprehensive overview for researchers who wish to get broad-picture research on generic classifications in positioning strategy. Moreover, most notably for academics, to the best of the author’s knowledge, this is the first study to classify positioning strategies into typologies and taxonomies based on their evolution.
Practical implications
Knowledge of positioning typologies and taxonomies can assist managers in developing and implementing a strategy that allows their company to maximise the potential of its product/brand and achieve better results. The literature review contributes to theory development and helps companies understand their positioning strategies.
Originality/value
Despite considerable interest in positioning research, little effort has been made to examine positioning strategies’ current or future development. Some authors use the term taxonomy to describe their conceptually derived classification of positioning strategies, and it was discovered that authors frequently interchangeably use the terms typologies or taxonomies. When attempting to understand and compare the various classifications, this liberal use of the term’s typology and taxonomy creates misunderstanding and confusion. This paper fills that void.
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