The strategic hybrid orientation and brand performance of B2B SMEs

2017 ◽  
Vol 24 (3) ◽  
pp. 585-606 ◽  
Author(s):  
Muhammad Anees-ur-Rehman ◽  
Saila Saraniemi ◽  
Pauliina Ulkuniemi ◽  
Pia Hurmelinna-laukkanen
Keyword(s):  
Design Methodology ◽  
Performance Outcomes ◽  
Three Dimensions ◽  
Brand Awareness ◽  
Brand Performance ◽  
Content Type ◽  
Brand Credibility ◽  
B2b Branding ◽  
Business To Business ◽  
One Way Anova

Purpose The purpose of this paper is to learn how strategic hybrid orientation – constructed from brand and market orientations – is related to the brand awareness, brand credibility, and financial performance of business-to-business (B2B) small- and medium-sized enterprises (SMEs). Design/methodology/approach The questionnaire was used in a survey to collect data from 250 Finnish B2B SMEs. The sampled firms were categorized into four clusters according to a two-by-two matrix, and their relationships with the brand performance outcomes were examined using one-way ANOVA and multiple regression. Findings The results indicate that strategic hybrid orientation is positively related to all three dimensions of brand performance, showing that two dissimilar orientations can complement each other in improving brand performance outcomes. However, the strength of complementary interaction seems to vary depending on the degree to which brand- and market-oriented attributes dominate in a firm’s strategy. Originality/value This is one of the first studies to provide empirical evidence to support the concept of strategic hybrid orientation for branding in B2B SMEs. This study aims to contribute to existing research on SME branding by capitalizing on B2B branding and strategic management literatures.

A framework to manage business-to-business branding strategies

2019 ◽  
Vol 14 (2) ◽  
pp. 110-122 ◽  
Author(s):  
Fabio Cassia ◽  
Francesca Magno
Keyword(s):  
Design Methodology ◽  
Specific Situation ◽  
Content Type ◽  
The Past ◽  
Branding Strategies ◽  
B2b Branding ◽  
Number Of Customers ◽  
The Relationship ◽  
Business To Business ◽  
Practical Implications

PurposeIn the past decades, a growing body of studies has assessed the importance of brands in business-to-business (B2B) markets. However, until date, a comprehensive understanding of B2B branding strategies is lacking. Hence, the purpose of this paper is to develop a framework to select and manage B2B branding strategies.Design/methodology/approachThis study’s arguments are developed in line with MacInnis’s (2011) guidelines on conceptual contributions in marketing.FindingsAs a result of the arguments of this study, a framework is developed to identify the relationships between the types of B2B contexts and effective B2B branding strategies.Research limitations/implicationsDespite deriving from an extensive analysis of the literature, the framework requires future empirical validation. Moreover, the relationship linking a supplier to its customer is unique, and hence, each supplier should carefully select a branding strategy depending on the specific situation.Practical implicationsThe suggested framework provides actionable insights to inform managers’ decisions about the most effective B2B strategy for their firm, based on the relational complexity (number of customers, intensity of co-production and co-creation, and dyadic vs multiple-actor view).Originality/valueThis is the first study to provide a comprehensive model of B2B branding strategies. Therefore, it contributes to both advance theoretical knowledge and managerial practice.

A biomimetic 3D airflow sensor made of an array of two piezoelectric metal-core fibers

Sensor Review ◽  
2017 ◽  
Vol 37 (3) ◽  
pp. 312-321 ◽  
Author(s):  
Yixiang Bian ◽  
Can He ◽  
Kaixuan Sun ◽  
Longchao Dai ◽  
Hui Shen ◽  
...  
Keyword(s):  
Design Methodology ◽  
Spherical Surface ◽  
Three Dimensional ◽  
Three Dimensions ◽  
Piezoceramic Cylinder ◽  
Metal Core ◽  
Content Type ◽  
3D Space ◽  
Highly Sensitive ◽  
Airflow Sensor

Purpose The purpose of this paper is to design and fabricate a three-dimensional (3D) bionic airflow sensing array made of two multi-electrode piezoelectric metal-core fibers (MPMFs), inspired by the structure of a cricket’s highly sensitive airflow receptor (consisting of two cerci). Design/methodology/approach A metal core was positioned at the center of an MPMF and surrounded by a hollow piezoceramic cylinder. Four thin metal films were spray-coated symmetrically on the surface of the fiber that could be used as two pairs of sensor electrodes. Findings In 3D space, four output signals of the two MPMFs arrays can form three “8”-shaped spheres. Similarly, the sensing signals for the same airflow are located on a spherical surface. Originality/value Two MPMF arrays are sufficient to detect the speed and direction of airflow in all three dimensions.

Authenticity in educational leadership: history, ideal, reality

2014 ◽  
Vol 52 (2) ◽  
pp. 152-172 ◽  
Author(s):  
Patrick A. Duignan
Keyword(s):  
Twentieth Century ◽  
Educational Administration ◽  
Design Methodology ◽  
Authentic Leadership ◽  
Performance Outcomes ◽  
Modern World ◽  
Ethical Challenges ◽  
Content Type ◽  
Moral Force ◽  
Coherent Body

Purpose – The purpose of this paper is to undertake a personal, historical, analytical and interpretive investigation of the evolution of the concept of authentic leadership in educational administration/leadership over a number of decades. Design/methodology/approach – The paper includes the author's reflections on his own journey on the topic as well as an analysis of the contributions of great researchers, theorists and writers since early in the twentieth century but, especially, since the early 1960s. Findings – While there is no coherent body of literature on the development of the concept of authentic leadership, there is a general discernible trend starting with a focus on self (know thyself, to thine own self be true); to considering and defining self in relationships; to accepting that there is a moral force behind notions of self-fulfillment; to recognising that authentic leaders operate in a real post-modern (perhaps post-post modern) world of pressures, paradoxes and ethical challenges. This is often a world of standards, assessment and accountability for performance outcomes. Originality/value – The paper draws on the author's own research journey and legacy on the topic as well as the contributions of “giants in the field” who have continually pushed the envelope when exploring the topic and closely interrelated topics.

Boosting the financial performance of B2B SMEs

2018 ◽  
Vol 34 (7) ◽  
pp. 32-34
Keyword(s):  
Financial Performance ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Orientation ◽  
Content Type ◽  
Financial Outcomes ◽  
External Communication ◽  
Brand Credibility ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings SMEs operating in the B2B context are able to boost financial outcomes by adopting a branding approach. Strong brand orientation and an emphasis on internal and external communication increases awareness and the brand credibility that can ultimately enhance business and financial performance. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Human resources competencies: a key scale to assess HRCs, including items in knowledge business, functional expertise and managing change

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Keyword(s):  
Human Resources ◽  
Design Methodology ◽  
Three Dimensions ◽  
Future Research ◽  
Content Type ◽  
Managing Change ◽  
Industrial Town ◽  
Appropriate Scale ◽  
Hr Competencies

Purpose The purpose was to produce a standardized tool in the form of a questionnaire to measure HR competencies Design/methodology/approach The authors collected data from 234 managers and experts in human resources of selected firms existing in the Yazd Industrial Town. A questionnaire was developed to assess HRCs. Findings The paper produced a key scale for assessing HRCs in three dimensions: knowledge business, functional expertise and managing change. Two items of the original 33 were dropped as they were found to be unreliable Originality/value The authors believed the developed questionnaire can be used as an appropriate scale for measuring HRCs in future research and also in organizations in Iran.

Product advertising and viral stealth marketing in online videos

2016 ◽  
Vol 68 (3) ◽  
pp. 250-264 ◽  
Author(s):  
Lars Michael Wendt ◽  
Joachim Griesbaum ◽  
Ralph Kölle
Keyword(s):  
Research Design ◽  
Design Methodology ◽  
Online Communication ◽  
Online Marketing ◽  
Social Media Marketing ◽  
Brand Awareness ◽  
Content Type ◽  
Online Videos ◽  
Brand Perception ◽  
Practical Implications

Purpose – In the context of social media marketing, so called viral stealth videos (VSVs) often attract as much or even more attention than videos that directly advertise products (product advertising video (PAV)). However, beyond this, the product or brand-related impact of such videos is not so clear. In this context, the purpose of this paper is to investigate brand perception of PAVs and VSVs in YouTube. Design/methodology/approach – The research design is based on an examination of comments of six VSVs and six PAVs on YouTube. Therefore, the content of 1,080 posts was analyzed to capture the topic, the attitude toward the video and the pragmatic intent of posts. Findings – Results indicate that there are strong differences with regard to users ' perception of the two analyzed video type segments. The content of VSVs is clearly recognized as positive more often than the content of PAVs. In contrast, only PAVs evoke substantial brand awareness but receive rather mixed results with regards to brand assessment. Research limitations/implications – As a whole, the study is widely descriptive and of explorative value. Nevertheless, the research design can be estimated as a first step to measure the brand-related impact of online videos. Ideally, the data generated in the investigation should be combined with traffic and conversion data of the brands’ websites to get an encompassing picture of the marketing related impact of the investigated online videos. Practical implications – Seen from a marketers’ perspective, one can recommend PAVs over VSVs as there are hardly any brand-related impacts of VSVs visible in online communication. PAVs are perceived less positively but they are able to evoke brand awareness at least. Originality/value – According to the authors’ knowledge this investigation is one of only a few studies that analyzes real online communication in the context of video-based online marketing.

scholarly journals Resource integration for co-creation between marketing agencies and clients

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1329-1354 ◽  
Author(s):  
Tim Hughes ◽  
Mario Vafeas ◽  
Toni Hilton
Keyword(s):  
Relationship Marketing ◽  
Design Methodology ◽  
Resource Integration ◽  
Marketing Theory ◽  
Content Type ◽  
Integration Approach ◽  
Resource Enhancement ◽  
Operant Resources ◽  
Business To Business ◽  
Practical Implications

Purpose Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration between marketing agencies and their clients. Design/methodology/approach In total, nine case studies have been developed using a dyadic approach of interviewing clients and members of their agency teams. This is followed-up with presentations and workshops with over 200 practitioners who validated the findings and added new perspectives. Findings The key operant resources in the client/agency context have been identified. The ways the operant resources of the actors developed during the course of resource integration, building potential resources for future co-creation are shown. The differing perspectives of the actors to each other’s contribution are highlighted. Research limitations/implications This study suggests that resource enhancement and development, as a result of integration, is important. For agency/client research, resource integration and development brings new perspectives complementing existing relationship approaches to research. The findings have implications for relationship marketing theory across business-to-business (B2B) contexts. Practical implications The findings suggest a resource integration approach that could be jointly addressed between agency and client in improving the way they work together. The discourse of co-creation suggests a way for them to talk about how to work together effectively. Suggestions are made for teaching. Originality/value This study develops the S-D logic theory through exploring resource enhancement and development in a B2B co-creation context. The dyadic nature of the research is novel in studying how marketing agencies and clients work together and new perspectives emerge from the approach.

Knowledge heterogeneity, social capital, and organizational innovation

2018 ◽  
Vol 31 (2) ◽  
pp. 304-322 ◽  
Author(s):  
Fu-Sheng Tsai
Keyword(s):  
Social Capital ◽  
Design Methodology ◽  
Qualitative Data ◽  
Organizational Innovation ◽  
Three Dimensions ◽  
Shared Knowledge ◽  
Content Type ◽  
Quantitative Studies ◽  
The Relationship ◽  
Heterogeneous Knowledge

Purpose Observing across four comparative case organizations, the purpose of this paper is to identify two sources of contingency (i.e. construct and contextual contingency) for the relationship between knowledge heterogeneity and innovation. Design/methodology/approach The contingencies was explored by conducting a comparative case analyses with rich qualitative data extracted and interpreted from four case companies. Findings First, the construct contingency is examined by refining knowledge heterogeneity into three dimensions: domain, process, and context heterogeneity. Specifically, the author proposed that knowledge heterogeneity in domain is associated with innovation in an inverted U-shape, while heterogeneity in process and context dimensions both negatively influence innovation. Second, contextual contingency is studied. The author proposed that: trust positively moderates the relationship between knowledge heterogeneity and innovation; depending on the knowledge owner attributes, centralization positively or negatively moderates the relationship between heterogeneous knowledge and innovation; shared knowledge vision positively moderates the relationship between knowledge heterogeneity and innovation. Originality/value The influences of knowledge heterogeneity on innovation have yet been inconsistent. The present study set to reconcile such inconsistency with a solution of contingencies that intervene the heterogeneity-innovation relationship. These results offer useful references for future large-scaled, quantitative studies.

Balancing territorial identities

2019 ◽  
Vol 36 (5) ◽  
pp. 805-827 ◽  
Author(s):  
Barbara Stöttinger ◽  
Elfriede Penz
Keyword(s):  
Ethnic Minorities ◽  
Design Methodology ◽  
Qualitative Interviews ◽  
Three Dimensions ◽  
Future Research ◽  
Content Type ◽  
Territorial Identity ◽  
Constituent Element ◽  
Different Dimensions ◽  
Globalized World

Purpose In today’s globalized world, countries are becoming increasingly multiethnic. This raises questions about the different dimensions of consumers’ territorial identities, and how these dimensions are differentiated, interrelated and interlinked. The paper aims to discuss these issues. Design/methodology/approach Using qualitative interviews, this paper investigates how (40) respondents from two different ethnic minorities in a country that is not necessarily considered multiethnic perceive these dimensions of territorial identity (ethnic, regional and national) as a constituent element of their own person and of their behavior. Findings The authors highlight that these three dimensions of territorial identity co-exist as independent entities; they are distinct but interrelated and interconnected. Furthermore, idiosyncrasies in the ethnic sub-samples are investigated and described. These are related to the connection to the country of residence (being born there vs having immigrated there). Finally, avenues for future research, such as expanding the concept of territorial identities and its connection to consumer behavior, are suggested. Originality/value The authors extend the bipolarity commonly used in territorial identities (global vs local or ethnic vs national) to three conceptually independent dimensions. The authors explore the relationships between these dimensions of territorial identity and show that they may not conflict but, instead, co-exist.

scholarly journals Where do we go from here? The future of B2B governance research

2019 ◽  
Vol 35 (4) ◽  
pp. 623-627
Author(s):  
Kenneth Henning Wathne ◽  
Øystein D. Fjeldstad
Keyword(s):  
Value Creation ◽  
Value Chain ◽  
Design Methodology ◽  
Institutional Environment ◽  
Value Chains ◽  
Exchange Relationships ◽  
Content Type ◽  
B2b Relationships ◽  
Business To Business ◽  
Future Business

Purpose This paper aims to identify promising areas for future business to business (B2B) governance research. Design/methodology/approach This paper uses a theoretical approach. Findings Most governance research in marketing is conducted within the context of value chains (Porter 1985). There are great opportunities for governance researchers in marketing to improve the understanding of B2B relationships in problem solving and networking services. Moreover, rapid innovations taking place in networking services are changing the institutional environment across all forms of value creation. This in turn impacts how the nature and governance of relationships in the broader economy are understood. Originality/value The literature on B2B relationship governance is primarily rooted in one particular form of value creation, namely, the “value chain” (Porter, 1985). The authors examine whether the current conceptualization of B2B relationship governance is equally applicable for firms that have a different value creation logic and therefore engage in exchange relationships that differ in their object of exchange.

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