Entrepreneurship & Marketing eJournal最新文献_第8页

Get it? Got it! Good! Enhancing New Product Acceptance by Facilitating Resolution of Extreme Incongruity 明白了吗?得到它!好!通过促进解决极端不一致，提高新产品的接受度

Entrepreneurship & Marketing eJournal Pub Date : 2010-10-07 DOI: 10.2139/ssrn.1693188

Susan Jung Grant, Margaret C. Campbell, J. Jhang

{"title":"Get it? Got it! Good! Enhancing New Product Acceptance by Facilitating Resolution of Extreme Incongruity","authors":"Susan Jung Grant, Margaret C. Campbell, J. Jhang","doi":"10.2139/ssrn.1693188","DOIUrl":"https://doi.org/10.2139/ssrn.1693188","url":null,"abstract":"Highly innovative products may offer consumers greater benefits than incrementally new products, yet they have a higher failure rate. The present research addresses the challenge faced by new products that are extremely different from existing offerings by drawing on theorizing regarding the evaluation of schema incongruity. Specifically, the authors posit that consumers’ acceptance of extremely incongruent products will be increased by strategies that facilitate cognitive flexibility and thereby the likelihood that consumers will be able to make sense of incongruent new products. The authors examine the influence of three manipulations of cognitive flexibility – positive affect, a future (vs. past) launch description, and a cognitive flexibility prime – on evaluations of new products. Results from four experiments show that these factors enhance participants’ evaluations of extremely incongruent new products by facilitating ability to make sense of the new products. Results also indicate that understanding of the benefits provided by extremely new products, rather than affect arising from resolution, leads to higher evaluations of these products.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"35 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-10-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131122729","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

Comparing Business and Household Sector Innovation in Consumer Products: Findings from a Representative Study in the UK 比较消费产品的商业和家庭部门创新:来自英国一项代表性研究的结果

Entrepreneurship & Marketing eJournal Pub Date : 2010-09-27 DOI: 10.2139/ssrn.1683503

E. von Hippel, Jeroen de Jong, S. Flowers

引用次数: 43

Quoting Lead Times and Prices to Customers 向客户报价交货期和价格

Entrepreneurship & Marketing eJournal Pub Date : 2010-09-22 DOI: 10.2139/ssrn.1680992

Xuying Zhao, K. Stecke, A. Prasad

{"title":"Quoting Lead Times and Prices to Customers","authors":"Xuying Zhao, K. Stecke, A. Prasad","doi":"10.2139/ssrn.1680992","DOIUrl":"https://doi.org/10.2139/ssrn.1680992","url":null,"abstract":"Firms in service and make-to-order manufacturing industries often quote lead times and prices to customers. We define uniform quotation mode (UQM) as the strategy where a firm offers a single lead time and price quotation, and differentiated quotation mode (DQM) is where a firm offers a menu of lead times and prices for customers to choose from. Both modes are followed in practice. Firms should determine which is more profitable. We classify customers into two groups: lead time sensitive (LS) and price sensitive (PS). LS customers value lead time reduction more than PS customers. We develop mathematical models of both quotation modes and analyze them to determine the most profitable mode under specified situations as well as the best lead time and price quotations within each mode. We find that DQM is dominated by UQM whenever PS customers have positive utilities from UQM or LS customers have positive utilities from DQM. Otherwise, which quotation mode is better depends on multiple factors, such as customer characteristics (including lead time reduction valuation and product valuation of a customer, and the proportion of LS customers) and production characteristics (including the desired service level and service or production cost).","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"31 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-09-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131549607","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

Crowdsourcing and Individual Creativity Over Time: The Detrimental Effects of Past Success 随着时间的推移，众包和个人创造力:过去成功的有害影响

Entrepreneurship & Marketing eJournal Pub Date : 2010-08-26 DOI: 10.2139/ssrn.1667101

B. Bayus

{"title":"Crowdsourcing and Individual Creativity Over Time: The Detrimental Effects of Past Success","authors":"B. Bayus","doi":"10.2139/ssrn.1667101","DOIUrl":"https://doi.org/10.2139/ssrn.1667101","url":null,"abstract":"Several organizations have developed online crowdsourcing platforms that tap into the “wisdom” (creative ideas for new products and services) of a large “crowd” of non-experts (consumers). The crowdsourcing model seems very attractive because consumers are intrinsically motivated to freely contribute their creative ideas, but little is known about the effectiveness of these approaches. Two years of panel data from Dell’s IdeaStorm system are used to empirically explore the relationship between individual creativity, productivity, and past success. Estimation results from random effects and conditional fixed effects logit models reveal that individual creativity is positively related to current effort, but negatively related to past success. Thus, productive individuals are likely to have creative ideas, but are unlikely to repeat their early creative success once their ideas are recognized as being creative. These findings highlight some of the difficulties in maintaining an adequate supply of creative ideas from existing crowdsourcing applications, and emphasize the need for a greater understanding of the reward and feedback mechanisms in these systems.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-08-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"117029525","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 45

Consumers Attitude and Green Advertisement: An Evaluation 消费者态度与绿色广告:评价

Entrepreneurship & Marketing eJournal Pub Date : 2010-07-14 DOI: 10.2139/ssrn.1640006

G. Suresh

{"title":"Consumers Attitude and Green Advertisement: An Evaluation","authors":"G. Suresh","doi":"10.2139/ssrn.1640006","DOIUrl":"https://doi.org/10.2139/ssrn.1640006","url":null,"abstract":"In the world of changing business scenario, consumers interest towards protection of environment are raising dramatically and their consumption also getting change noticeably towards the protection of environment. It is evident from a study, In India around 25 percentages of the consumers prefer environmental-friendly products, and around 28 percentages may be considered as healthy conscious. The increasing awareness among the consumers towards environmental friendly-products ensures the industry to produce environmental friendly products rather than environmental harmful products. In advertising itself, there are some firms emphasizing the features of green products, for instance, surf excel advertisement for water saving, Idea mobile for tree protection through saving of paper and recently Aircel for save the tiger. In connection with these, what will be the attitude of consumers to select green products‘ In other words, what will be the impact of green advertisement on consumer buying behavior‘ With the object of identifying the solution to this problem, the study has been conducted based on the survey of 200 randomly select respondents in Tamil Nadu. The study reveals that 60 percentages of the respondents are friendly to green products, further it reveals that there is no impact of green advertisement on the consumer buying behaviour.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-07-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130774787","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1

SMEs; Virtual Research and Development (R&D) Teams and New Product Development: A Literature Review 中小企业;虚拟研发团队与新产品开发:文献综述

Entrepreneurship & Marketing eJournal Pub Date : 2010-07-01 DOI: 10.6084/M9.FIGSHARE.104523

Nader Ale Ebrahim, Shamsuddin Ahmed, Z. Taha

{"title":"SMEs; Virtual Research and Development (R&D) Teams and New Product Development: A Literature Review","authors":"Nader Ale Ebrahim, Shamsuddin Ahmed, Z. Taha","doi":"10.6084/M9.FIGSHARE.104523","DOIUrl":"https://doi.org/10.6084/M9.FIGSHARE.104523","url":null,"abstract":"Small and medium-sized enterprises (SMEs) are indeed the engines of global economic growth. Their continued growth is a major subject for the economy and employment of any country. Towards that end, virtual research and development (R&D) could be a viable option to sustain and ease the operations of SMEs. However, literature shows there has not been a great deal of research into the diverse characteristic of virtual R&D teams in SMEs. This article provides a comprehensive literature review on different aspects of virtual R&D teams collected from the reputed publications. The purpose of the literature review is to provide an outline on the structure and dynamics of R&D collaboration in SMEs. Specifying the rationale and relevance of virtual teams, the relationship between virtual R&D team for SMEs and new product development (NPD) has been examined. It concludes with identifying the gaps and feebleness in the existing literatures and calls for future research in this area. It is argued to form of virtual R&D team deserves consideration at top level management for venturing into the new product development within SMEs.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130189125","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 49

Leveraging the Web for Customer Engagement: A Case Study of BT's Debatescape 利用网络促进客户参与:英国电信的辩论逃脱案例研究

Entrepreneurship & Marketing eJournal Pub Date : 2010-05-01 DOI: 10.2139/SSRN.1980330

W. Orlikowski, Simon Thompson

引用次数: 4

Innovation and Advertising: Theory and Evidence 创新与广告:理论与证据

Entrepreneurship & Marketing eJournal Pub Date : 2010-05-01 DOI: 10.2139/ssrn.1635204

Philippe Askenazy, T. Breda, Delphine M. Irac

引用次数: 20

Reference-Dependence in Multi-Location Newsvendor Models: A Structural Analysis 多地点报贩模型中的参考依赖:一个结构分析

Entrepreneurship & Marketing eJournal Pub Date : 2010-05-01 DOI: 10.2139/ssrn.1419725

Teck-Hua Ho, Noah Lim, T. Cui

{"title":"Reference-Dependence in Multi-Location Newsvendor Models: A Structural Analysis","authors":"Teck-Hua Ho, Noah Lim, T. Cui","doi":"10.2139/ssrn.1419725","DOIUrl":"https://doi.org/10.2139/ssrn.1419725","url":null,"abstract":"We propose a behavioral theory to predict actual ordering behavior in multilocation inventory systems. The theory rests on a well-known stylized fact of human behavior: people's preferences are reference dependent. We incorporate reference dependence into the newsvendor framework by assuming that there are psychological costs of leftovers and stockouts. We also hypothesize that the psychological aversion to leftovers is greater than the disutility for stockouts. We then experimentally test the proposed theory in both the centralized and decentralized inventory structures using subjects motivated by substantial financial incentives. Consistent with the proposed theory, actual orders exhibit the so-called \"pull-to-center\" bias and the degree of bias is greater in the high-profit margin than in the low-profit margin condition. These systematic biases are shown to eliminate the risk-pooling benefit when the demands across store locations are strongly correlated. Because the proposed model nests the standard inventory and ex post inventory error minimization theories as special cases, one can systematically evaluate the predictive power of each alternative using the generalized likelihood principle. We structurally estimate all three theories using the experimental data, and the estimation results strongly suggest that the proposed behavioral theory captures actual orders and profits better. We also conduct two experiments to validate the behavioral model by manipulating the relative salience of the psychological costs of leftovers versus that of stockouts to alleviate the pull-to-center bias.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"4 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134480475","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 89

Implications of the Marketing Strategy for Exporting MSEs from Developing Economies 发展中经济体中小企业出口营销策略的启示

Entrepreneurship & Marketing eJournal Pub Date : 2010-04-18 DOI: 10.2139/ssrn.1507046

N. Mori

{"title":"Implications of the Marketing Strategy for Exporting MSEs from Developing Economies","authors":"N. Mori","doi":"10.2139/ssrn.1507046","DOIUrl":"https://doi.org/10.2139/ssrn.1507046","url":null,"abstract":"Purpose: This paper reviews the export literature and identifies the marketing challenges faced by exporting MSEs from developing economies. The paper further explores ways in which MSEs can adjust their marketing strategies to circumvent the challenges faced. Design/methodology/approach: It reviews both theoretical and empirical perspectives in export performance globally and with a special focus on studies done in developing economies. The literature synthesis is done in order to develop a conceptual model which will be used as guidance in future research. Findings: Previous studies have shown several types of marketing challenges which are faced by MSEs from developing economies. These are grouped based on four marketing strategies which are product, pricing, distribution and promotion. The paper also found the literature on competence and networking to be very important in improving export performance of MSEs. Based on the literature reviewed, we are able to offer a conceptual framework that integrates the different perspectives of marketing strategies moderated by competence and networks strategies. Research limitations/implications: The paper is based mainly on review of literature of which most if it comes from the developed world. There are still limited empirical investigations which have been done in the developing world. The paper also lack empirical aspect which would have brought more insights on the export marketing challenges. Practical implications: The paper presents the model which can be used in future empirical investigations. Ideas and results indicated in the paper can guide MSEs who wish to export and or to expand their international operations. Originality/value – This is an attempt to put together literature from various sources into one and see how each aspect can contribute in improving export performance.","PeriodicalId":344620,"journal":{"name":"Entrepreneurship & Marketing eJournal","volume":"65 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2010-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124247699","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 1