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The concept of positional innovation – as one of the four innovation types of the Francis and Bessant’s “4P’s” model – is an effective product innovation strategy for producers of mature and credence goods as food products are. Despite the acknowledgement as one of the major industries worldwide, positional innovations about the food products are underexplored in the managerial literature. To fill this gap, this paper first develops a theoretical analysis of the concepts. Then, by adopting a case-study research methodology, it discloses the way a bakery small enterprise manages positional innovation. Theoretical and practical implications are finally introduced and discussed.

After a literature review about the role and the characteristics of the positional innovation, the paper presents a case study of definition and implementation of managerial actions and initiatives driven by positional innovation. The aim is not to report on an inductive study, but to use this example as a picture to clarify theory and show how the various conceptual issues may be operatively applied and provide more contextual insights.

It emerges how a small food enterprise manages positional innovation to survive and compete in the national and international markets; the positional innovation sources are tapped into culture, social responsibility, tradition and other territorial assets of tangible and intangible nature, effectively combined to innovate the product perception and/or the utility in a use context.

“Non-technological”, simple products, like food, are underexplored and rarely seen as relevant context to investigate along the strategic and innovation management literature. Nonetheless, positional innovation is a perspective that values and credits the innovation efforts of small food products, revealing interesting managerial concepts and inspiring entrepreneurs and managers for activating and sustaining new strategies of innovation for their businesses.

Using a simulated employment negotiation, this experiment examined the relationship between dyad composition, negotiation strategies and levels of joint gain. Three dyad types were created on the basis of social value orientation, proself, prosocial and mixed. A log linear analysis showed that dyads were differentiated on the basis of the strategies associated with high joint gain. We identified a generic path to high joint gain in which all dyads increased priority information and decreased contention. Overlaid on this path, we identified dyad‐specific strategies and strategy sequences associated with high joint gain. Cooperative reciprocity was critical to high joint gain only in prosocial dyads. When dyads contained at least one prosocial negotiator, process management played an important role in determining the level of joint gain. When dyads contained at least one proself negotiator, the sequences associated with high joint gain functioned to divide resources.

When many people talk about strategy, they really mean positioning. However important positioning may be, strategists who overlook performance factors are ignoring a key ingredient of company strategy and a source of advantage over competitors.

The purpose of this paper is to study how positional concerns influence a parent’s time investment decisions of her/his child.

The author presents a theoretical and empirical analysis of household positional and non-positional time investment choices in the education of her/his child.

The author shows that a parent who is mindful of her/his relative position in the income distribution will use her/his time investment choices to influence her/his perceived status. The theoretical model predicts that visible time investment increases as members of her/his reference group move up in rank. The author shows that moving down in rank lowers utility. The author employs National Education Longitudinal Studies (1988) data set to test the model prediction and shows that visible time invested in child’s education is explained by place on the income distribution.

The author extends the positional literature to account for parent time investment in her/his child’s education. The work suggests that time investment in one’s child’s education is based on more than altruistic preferences and resources. It leaves open the possibility that perceived social standing influences a household’s time investment in their child’s education. From a policy perspective, the findings provide a new way to think about drivers of parental involvement.

The purpose of this paper is to investigate and test the role of religio-centric product strategy (RPS) in mediating the relationship among marketing innovativeness (MI), market sensing capability (MSC), customer relationship management capability (CRMC) and brand management capability (BMC) with marketing performance (MP) in a religious-based industry. This is in accordance with the conditions of Indonesian religious people and the increasing demand for Muslim fashion products.

This paper selected 330 small fashion businesses in Indonesia and tested the regressive relations of the 6 constructs.

The findings showed that MI, MSC, CRMC and BMC have a positive effect on RPS and RPS also has a positive effect on MP, so that RPS acts as mediation in the relationship among MI, MSC, CRMC and BMC with MP.

In-depth research on other dimensions of the role of antecedent variable of RPS, such as NPD capability, specialized marketing capability, resource reconfiguration marketing capability, architectural marketing capability and marketing resources that are interesting to discuss (Morgan, 2012), has not been done in research.

By examining the literature on dynamic capability, marketing strategy, entrepreneurship and business performance, this paper offers a unique analysis of dynamic marketing capability and its impact on product strategy and MP in religious-based industries.

The worldwide expansion of higher education participation has destabilised the value of higher education as a currency of opportunity. An increasing number of graduates are experiencing the precarity of unemployment, under-employment and low salaries. This study aimed to investigate how university students in China understand and respond to the changing relationship between higher education and career opportunities.

The research team conducted 100 in-depth interviews with final-year undergraduates at one elite and one lower-tier university in a metropolitan city in Guangdong Province.

The students were acutely aware of fierce competition in the graduate labour market. When asked “what matters most” for post-graduation career prospects, they identified elite universities and high-status fields of study as “traditional” currencies of opportunity. Nonetheless, to stand out in a competitive environment, they perceived a growing need to supplement higher education credentials through university experiences (internships, student governance, study abroad programmes), party membership, personal connections and (overseas) postgraduate education. Moreover, in a “race to the top”, they discussed how qualitatively distinctive university experiences and elite postgraduate education are “new” currencies of opportunity for high-status professional employment.

The study demonstrates how intensified competition for graduate employment can result in an “opportunity trap”. The students were participating in an “arms race” to accumulate positional advantages for their post-graduation careers. The net impact of such efforts on a systemic level is to create an upward spiral in what students are expected to do in preparation for their post-graduation careers and further destabilise the value of higher education as a currency of opportunity.

Negotiation as a communication process is most prevalent in the business world. So, most research and work to date has focused on exploring the specifics of this area. The fundamental difference between business or everyday negotiation and crisis negotiation is that a crisis creates special environmental conditions in which it is impossible to continue normal operations and the problem that has arisen must be resolved. Therefore, the focus of this chapter is on negotiations in crisis situations, which carry greater potential responsibility than ordinary business negotiations. This study looks at strategies and tactics for negotiating in crisis situations, examines specific strategies and tactics, and determines whether there are certain regularities in negotiating in crisis situations. Crisis situations also require an urgent solution to the problem, as the cost of not reaching an agreement is high. The phenomenon of negotiation is seen as a communication process. The specific objective is to investigate the importance of communication in the negotiation process in different crisis situations. The research was conducted through semi-structured interviews with 15 interviewees from different countries in Europe and the Middle East who have experience in crisis negotiations. Each of them had a specific negotiation situation and the only thing they have in common is the experience of negotiating in a crisis. The results indicate that in the different areas of negotiation, the focus is on building long-term relationships, an integrative negotiation strategy and attention to ethical negotiation tactics.

This paper aims to shed light on how small- and medium-sized enterprises can use export promotion programmes (EPPs) to improve their performance. The proposed conceptual model focuses on the need that the mechanism of awareness and use of EPPs should play a more active strategic role in shaping the firm’s export performance.

A meta-analysis of the pertinent literature reveals 16 studies on EPPs.

This study reveals that there are 16 relationships which are important based on the meta-analytic correlations. The analysis of these relationships shows that EPPs, export performance, strategy, knowledge, commitment, capabilities, competitive advantage and experience are the mostly used constructs.

This investigation supports the view that the moderating effects of the improvement of trust relationship between partners, i.e. importers to exporter and public policymakers to exporter, and the mechanism of awareness and use of EPPs accelerate the firm’s export performance. EPPs explain 31.3 per cent of the variance in export performance indicating their catalytic role in the exports’ growth.

This study aims to focus on how companies operating in international food commodity markets can improve their long-term competitiveness and profitability upon financial pressure. Management can choose between generic strategies of either cost leadership or enhanced value adding by differentiation and innovative marketing strategies. The aim of the paper is to highlight key findings from a case study perspective.

The research is set within the farmed salmon sector in the world’s second largest producing country, Chile, which is also a fast growing emerging economy in Latin America. Semi-structured personal interviews were conducted with General Managers of this global industry.

Unexpectedly, our findings show that executives preferred competitive strategy of cost reduction rather than differentiation. Based on previous research, we recommend managers of individual firms and trade associations to play down commoditisation and to pursue differentiation strategies with particular attention to emergent environmental attributes.

Practitioners from Latin America may learn on empirical considerations of international marketing strategies taking this competitive global industry as an example. An overall cost leadership strategy is not sufficient in a mature industry, and customer-oriented strategies are needed more than production-oriented strategies. Clustered firms are recommended to benefit from differentiation strategies with particular attention to emergent environmental attributes.

The purpose of the present study is to investigate the antecedents of export performance and branding advantage, as a key type of competitive advantage in export markets among entrepreneurs and managers of agri-food exporters.

A sample of entrepreneurs from 182 exporting firms of the agriculture and food industry participated in a cross-sectional survey. The data were collected by a self-reporting questionnaire and partial least squares were used to analyse the data and assess the path model.

Results revealed that experiential resources strongly promote communication capabilities. Also, communication, distribution and product development capabilities contribute to the creation of the branding advantage in export markets. In addition, a positive relationship between the branding advantage and export performance of agri-food products is confirmed.

The study targets exporters of agri-food products. Hence, the results should be interpreted regarding the context of low-technology firms. Further, this paper delineates branding advantage considerations that managers need to account for to achieve effective exporting. Practitioners can efficaciously exploit resources to achieve a competitive advantage, considering that they focus on building capabilities, and in particular, communication capabilities.

The present study highlights the role of the branding advantage as an important type of competitive advantage in international entrepreneurship and export markets. It attempts to examine the combined relationships of resources and capabilities with branding advantage and export performance.