Mastering the complementarity between marketing mix and customer-focused capabilities to enhance new product performance

Purpose: This study addresses the extent that the deployment of and complementarity between marketing mix, brand management, and customer relationship management capabilities provide firms the capacity to transform their market knowledge into effective responsive actions that help to achieve new product success. Methodology: A questionnaire was used as the primary means of data collection. Data from 160 large B2B firms across a variety of industries in Iran were analyzed using partial least squares regression to test the hypothesized paths. Findings: The results show that (a) market-oriented firms are better at deploying marketing mix, brand management, and customer relationship management capabilities, and these capabilities help to drive new product performance and (b) the complementarity between these marketing capabilities enhances the firm’s capacity to achieve new product success more than deploying each capability in isolation. Contributions: In contrast to many existing studies, this study is the first to examine the role of marketing mix, brand management, and customer relationship management capabilities and their complementarity as intervening mechanisms in the relationship between MO and new product performance. Further, this study extends the marketing literature by investigating the role of different forms of marketing capabilities in a complementary fashion in the context of a Middle-Eastern economy

The effect of materialism, gender and nationality on consumer perception of a high priced brand

This study examines the link between materialism, gender and nationality with consumers’ perception of a high priced brand of apparel. The work focuses on the differences in perception of a high priced brand. It indicates that young people hold different perceptions of a brand depending on their sex and nationality. The study also examines the materialistic tendencies of customers, focussing on gender and nationality differences. Five research questions were put forward and the results indicated that there is a difference in perception of a high priced brand between domestic and international customers and between customers of different sex.. However, materialism was found to have little effect on brand perceptions.Rajeev Kamineni, Aron O’ Cas

Achieving new product success via the synchronization of exploration and exploitation across multiple levels and functional areas

While ambidexterity has been identified as a critical prerequisite for new product success, synchronizing exploration and exploitation in practice represents a multifaceted enigma. Ambidexterity is not in reality limited to a single organizational level, or a specific functional area. Firms become ambidextrous when corporate-level exploratory and exploitative strategies interact with operational-level exploratory and exploitative capabilities across multiple functional areas. Data from a sample of technology-intensive industrial firms using a multi-informant design shows that operational-level exploratory and exploitative product innovation and marketing capabilities allow firms to implement corporate-level exploratory and exploitative strategies in the context of new product development (NPD). Further, the findings reveal that the integration of exploratory product innovation–exploratory marketing and exploitative product innovation–exploitative marketing is significant for the implementation of exploratory and exploitative strategies over deploying each capability in isolation. Finally, we show that the implementation of exploratory and exploitative strategies drives new product success through creating distinct positional advantages to customers in the form of both differentiation and cost efficiency. These positional advantages help to better explain the effects of exploratory and exploitative capabilities on new product market performance.11 page(s

Internet banking acceptance model: Cross-market examination

This article proposes a revised technology acceptance model to measure consumers’ acceptance of Internet banking, the Internet Banking Acceptance Model (IBAM). Data was collected from 618 university students in the United Kingdom and Saudi Arabia. The results suggest the importance of attitude, such that attitude and behavioral intentions emerge as a single factor, denoted as “attitudinal intentions” (AI). Structural equation modeling confirms the fit of the model, in which perceived usefulness and trust fully mediate the impact of subjective norms and perceived manageability on AI. The invariance analysis demonstrates the psychometric equivalence of the IBAM measurements between the two country groups. At the structural level, the influence of trust and system usefulness on AI vary between the two countries, emphasizing the potential role of cultures in IS adoption. The IBAM is robust and parsimonious, explaining over 80% of AI

ANZMAC 2006: Advancing Theory, Maintaining Relevance

In recent times attention has been given in consumer behaviour to consumer assessments of value. The view that brands provide value to consumers seems well entrenched both in academia and popular culture. This study focused on examining how consumer assessments of brand fit, brand significance, and attitudes towards brands influence consumer evaluation of value. A study of consumers between 18-25 years old, across two brands of sport shoe indicate that personal, idiosyncratic assessments, such as brand fit and brand significance, along with brand attitudes influence overall assessment of brand value

ANZMAC 2006: Advancing Theory, Maintaining Relevance

Understanding and working towards developing positive attitudes has been an area of consumer research that has received much attention. This study contributes to consumer research by examining the influence of brand status, brand significance and brand value on the development of positive attitudes towards brands. Groups of generation Y, Australian mobile phone users were surveyed and it was found that brand significance more strongly influenced brand value and attitude toward the brand, than the influence of brand status; and that this effect was stronger in the market leader, Nokia, than for a market follower, Samsung

Healthcare service evolution towards the Internet of Things: an end-user perspective

For the last two decades the Internet of Things (IoT) has been a subject of growing global interest. Particularly dynamic industries such as the healthcare service sector have just begun to understand the benefits of the IoT for the provision of a new, more advanced type of services. However, whilst the healthcare service industry is yet to fully grasp the benefits of information systems for its practitioners and managers, and for patients and families, there is a need for a better understanding of the challenges and opportunities associated to IoT-based healthcare systems as another disruptive wave of technologies. In particular, research on the relevance of users’ skills for adoption of IoT-based healthcare services has been limited. Using the current Internet-based healthcare service landscape as a platform for the formulation and testing of its hypotheses, this paper explores the relationship between patients’ capabilities for effective use of information and communication technologies and the success of IoT-based healthcare services. The resulting theoretical model for effective use of information and communication technologies and the success of IoT-based healthcare services was then validated. The validation was based on data collected from a randomly selected sample of 256 users of Internet-based healthcare services provided by the public healthcare system of the Region of Murcia in Spain. The findings of this research inform future strategies for the implementation of new generations of health and well-being services based on IoT technologies

Reconceptualising and Reconstructing Consumer Involvement: Modeling Involvement in a Nomological Network of Relevant Constructs

The research reported herein concerns a specific stream of research within the general domain of consumer behaviour. The dissertation attempts to reconceptualise the construct of involvement and develop an instrument to measure consumers involvement. Largely, the significance of this dissertation rests in the development and presentation of a comprehensive model for the conceptualisation and analysis of involvement and key individual variables that act as antecedents to involvement and consequences of it. The study focuses on the philosophical and practical questions of involvement's content, nature and the direction and strength of its relationship with theoretically important constructs. It fundamentally asks the question: how should the construct of involvement be conceptualised and operationalised, and what is the relationship between involvement and self-image product-image congruency, consumer values, product knowledge/expertise, consumer confidence and consumption consequences. The methodology is based on the development and administration of a survey questionnaire. A mail survey was sent to a random sample of 900 students at an Australian University. The primary analytic procedure for the study was structural equation modeling using the computer program AMOS. The results of the research indicate significant support for the theoretical propositions developed in this study. The theoretical formulations of product involvement, purchase decision involvement, communications involvement and consumption involvement were strongly supported. Further, the introduction of consumer involvement as a second-order factor for the four forms of involvement proved significant. Nomological validity between involvement, values systems, product knowledge, consumer confidence, consumption consequences and self-image product-image congruency was established. A number of theoretical and managerial implications for marketers are identified and discussed