1,720,997 research outputs found
Design innovativeness and product sales' evolution
No full textIn the last decade, design innovation has gained increasing prominence in the marketplace, with a growing number of firms innovating not only through technology but also through novel product forms (i.e., design).
However, while the effect of technological innovation on product sales is a heavily studied topic, a defining theory of how design innovation influences product sales is still missing. This paper provides demand- and
supply-side theories to formulate a set of coherent hypotheses about the effect of design innovativeness, i.e., the degree of novelty in a product’s design, on sales’ evolution over time. The hypotheses are tested in two different samples. In the first, car models introduced in the United States from 1978 to 2006 (for a total of 2,757 model-year data) are analyzed. In the second, motorcycle models introduced in the United States from 1980 to 2008 (for a total of 2,847 model-year observations) are analyzed. I find that design innovativeness diminishes initial sales’ status but increases sales’ growth rates. Furthermore, design and technological innovativeness have a negative interaction effect on sales’ initial status, but a positive effect on sales’ growth rates. Finally, brand strength and brand advertising expenditures worsen the negative effect of design innovativeness on initial sales’ status, but boost its positive effect on sales’ growth rates
How does the application of an IT service innovation affect firm performance? A theoretical framework and empirical analysis on e-commerce
No full textUnderstanding the effects of IT-related innovations on firm performance is crucial for businesses. Extant research has investigated the implications of IT innovations and provided some important findings, but the varied theoretical approaches have produced results that are often ambiguous: thus there is a need to examine the process further. We attempted to provide a systematic, theoretically informed framework for understanding the conditions that may enhance (or hinder) the potential of IT innovations in a sample of firms. Our model included business and IT resources, both internal and external, that may influence the performance of firms which have applied a pervasive IT service innovation: e-commerce. Our empirical test of the model used a research design that takes into account time-lag effects. The model explained more than half of the variance in the performance of IT innovators and offered several explanations for why some firms succeeded in implementing IT service innovations while others did not. Several theoretical and managerial implications result from these findings. © 2009 Elsevier B.V. All rights reserved
Measuring competition for attention in social media: National Women’s Soccer League players on Twitter
No full textDespite the increasing use of social media among personalities such as politicians, athletes, and entertainment celebrities, little is known about the intensity of competition that these pop- ular users engage in to draw the attention of other users, and how their competition affects the users’ engagement with social networks. In this research we propose a model where social media users supply content in return for user attention. Using Twitter data on soccer players from the National Women’s Soccer League (NWSL), we estimate a demand model where users decide how to allocate their attention among players, based on their content posted on social media and their performance on the soccer field. We consider the amount of tweets mentioning a player’s account as a measure for the level of attention captured by the player. On the supply side, players decide the amount of social media content posted on the platform. We show that the attention substitution between players depends on their posting activity and soccer perfor- mance, but also on personal characteristics, such as physical attractiveness and team affiliation. Our analysis suggests that the competitive pressure to capture user attention is responsible for about one out of three tweets posted by players. This additional content benefits the so- cial network, increasing by 7% the users’ activity on the platform. We also quantify the effect on user activity of a revenue-sharing model in which Twitter rewards players for posting tweets
Come creare valore con l’economia dei dati
No full textThe true advantage of big data does not lie so much in the quantity of data recorded by a software or application, but in its ability to provide extremely detailed information on an individual. This distinctive element is the basis of the data-driven economy in which we are immersed. Big data is the fuel of the economy and scientific development, which is why it is necessary to guarantee access to as many actors as possible. Allowing it to be the exclusive prerogative of large multinational corporations would end up granting them an additional, decisive source of competitive advantage: the monopoly of research in the areas of machine learning and artificial intelligence
The Release of “Greatest Hits” in the Italian Recording Industry: An Empirical Analysis of Strategies and Timing
No full textThe release of a greatest hits album is a way of extending a record company’s product line. It follows one of two strategies: take advantage of the success of current artists (exploitation), or resuscitate the careers of long-standing artists (revival). This paper analyses the relationship between the success of greatest hits and the timing of their launch. Through an empirical analysis of 402 greatest hits releases in the Italian market, the authors discuss fi ve hypotheses based on both strategies, in order to determine which time-to-market features are related to the product’s success. The findings reveal a strong relationship between timing and market performance, leading to several implications: exploitation and revival strategies have different time-to-market requirements; these requirements are not met in the case of many greatest hits releases; and a greatest hits
album should not be used as a means of reviving an artist’s career
Drivers of brand commitment: A cross-national investigation
No full textFirms increasingly employ global brand management strategies for the effective coordination of their global activities. Effective coordination requires adapting global brand management strategies to cultural nuances. This study examines the influence of culture on the impact of four key brand management elements (i.e., brand innovativeness, brand customer orientation, brand self-relevance, and social responsibility) on customer commitment to a brand. Using responses from 167 U.K. and 230 Chinese consumers, the authors empirically demonstrate that brand innovativeness and brand self-relevance have a greater effect on brand commitment in cultures that are individualist, short-term oriented, and low on power distance (i.e., the united Kingdom), while brand customer orientation and social responsibility have a greater impact on brand commitment in cultures that are collectivist, long-term oriented, and high on power distance (i.e., China). Furthermore, the findings reveal that in collectivist, long-term-oriented, and high-power-distance cultures, the four brand management activities equally contribute to brand commitment. The research informs global brand managers wanting to optimize brand positioning and strengthen customers' brand commitment across cultures. © 2010, American Marketing Association
A Cross-Cultural Investigation of New Product Strategies for Technological and Design Innovations
No full textAlthough design and technological innovations are conceptually distinct and require significantly different resource investments by the firm, little is known about how differing strategies employed in relation to these new products influence changes in market share across national cultures. In this
study we provide insights on how technological and design product innovations and product portfolio breadth strategies influence changes in market share within 26 technological and 12 design innovations across 17 firms operating in eight European countries. The results indicate that the
positive effect of design innovation on changes in market share strengthen as individualism increases and indulgence increases whereas the positive relationship between technological innovations and market share are weakened as uncertainty avoidance and indulgence increases. We
also find that the positive relationship between design product portfolio breadth strategies and changes in market share is strengthened as individualism and indulgence increase, but weakened as uncertainty avoidance increases whereas the positive relationship between technological product portfolio breadth and changes in market share is strengthened as individualism increases
Strategic capabilities and Internet resources in procurement
No full textThis paper seeks to adopt a resource-based approach to investigate the link between procurement capabilities, internet resources, and performance. It aims to cover two gaps in the
operations management literature: the missing links between procurement capabilities and the performance of a firm, and the role of internet resources in shaping such links
Selfie, big data e customer intelligence
No full textLe nuove tecnologie digitali hanno trasformato profondamente i processi di marketing, ampliando le modalita’ di interazione dell’impresa con i suoi clienti. Questo lavoro si focalizza sulle opportunita’ di business procurate dalle tecnologie digitali applicate ai social network, e in particolare sul potenziale di sviluppo di customer insight estraibile dai selfie scattati e postati sui social network. Il paper propone una classificazione delle informazioni che le imprese potrebbero estrarre dai selfie postati sui social network e discute, per ciascun tipo di informazione, l’impiego che le imprese potrebbero farne nell’implementazione dei propri processi di marketing
- …
