Identifying the strategic market

Purpose There has been a great interest in the literature in understanding the incidence of information technology capabilities (ITC) on innovation performance (IP). Recently, it has been proven that this relationship is mediated by organizational factors requiring an additional effort in terms of information processing in a rational and analytical manner, including strategic market orientation and absorptive capacity; however, the role of emotions in this discussion has not been widely addressed. A scenario in which emotions are inhibited, in particular, emotional capability (EC), prevents the activation of other forms of cognition relating to intuition, experience and empathy. Therefore, the purpose of this paper is to analyze the mediating effect of EC on the relationship between ITC and IP. Design/methodology/approach The authors analyzed the statistical significance of the indirect effects through structural equations. Findings The results show the existence of partial mediation of EC. Therefore, it is evidenced that less rational constructs, such as EC, serve as a bridge between ITC and IP, on account of the improvement in information processing, the level of information technology (IT) use and virtual communication. Originality/value This finding is quite significant because it forces innovation researchers and practitioners to reconsider the prevailing study perspective that explores only analytical mediators, which implies an additional effort in terms of rational processing of information. All this because there is a risk of accentuating the cognitive overload and increasing the levels of stress that lead employees to stop receiving and using information provided by IT services, which compromises the possibility of obtaining better results in innovation.

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“Hey Alexa–order groceries for me” – the effect of consumer–VAI emotional attachment on satisfaction and repurchase intention

European Journal of Marketing ◽

10.1108/ejm-12-2019-0942 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Reema Singh

Keyword(s):

Emotional Attachment ◽

Repurchase Intention ◽

Self Disclosure ◽

Content Type ◽

Self Identity ◽

New Perspective ◽

Grocery Purchase ◽

Strategic Market ◽

Purchase Satisfaction

Purpose Given the growing prominence of voice-activated artificial intelligent devices (VAIs) as the strategic market-facing technology for grocery purchases, this article aims to bring together theories on anthropomorphism, trust, emotional attachment, self-connection and self-disclosure in one conceptual framework establishing that consumer–VAI relationship has significant implications for grocery purchase satisfaction and intention to repurchase using VAIs. Design/methodology/approach The study tested seven hypotheses through a survey-based approach comprising of two studies. Findings The study empirically supports VAI anthropomorphism and trust in VAIs as predictors of consumer–VAI emotional attachment and establishes the moderating role of consumer self-disclosure. Consumer–VAI self-connection resulting from emotional attachment results in grocery purchase satisfaction and intention to repurchase using VAIs. Research limitations/implications The article offers a novel perspective on consumer–VAI relationships and the use of VAIs for grocery purchases. It establishes an agentic role of consumers when ordering groceries using VAIs, creating a deeper understanding of how consumer–VAI emotional attachment results in extensions of consumers’ self-identity, resulting in purchase satisfaction and repurchase intention using VAIs. Practical implications Establishing a consumer–VAI relationship, the article brings out the strategic importance of VAIs for marketers in grocery purchases and repurchases, which can be extended to other purchases. Originality/value The article offers a new perspective on establishing VAIs as strategically important market-facing devices by examining consumer relationships with VAIs and offering valuable insights on how consumer emotional attachment with VAIs results in satisfaction and intention to repurchase using VAIs.

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PENGARUH ORIENTASI KEWIRAUSAHAAN TERHADAP PROFITABILITAS UKM DENGAN ORIENTASI PASAR SEBAGAI VARIABEL PEMEDIASI

Jurnal Riset Manajemen dan Bisnis ◽

10.21460/jrmb.2011.62.62 ◽

2011 ◽

Vol 6 (2) ◽

pp. 99

Author(s):

Maria Pampa Kumalaningrum

Keyword(s):

Structural Equation Modeling ◽

Market Orientation ◽

Indirect Effect ◽

Entrepreneurial Orientation ◽

Structural Equation ◽

Small Firms ◽

Equation Modeling ◽

Market Planning ◽

Market Opportunities ◽

Strategic Market

This study examined the effect of entrepreneurial orientation on profitability in small business mediated by market orientation. Entrepreneurial orientation reflects the degree to which firms’ growth objectives are driven bythe identification and exploitation of untapped market opportunities. Market orientation reflects the degree to which firms’ strategic market planning is driven by customer and competitor intelligence.Data was processed with Structural Equation Modeling using AMOS program. The results showed that Entre-preneurial orientation has an direct effect onmarket orientation and indirect effect on profitability mediated by market orientation. The results suggest, at least in small firms, entrepreneurial orientation complements market orientation by instilling an opportunistic culture that impacts the firm’s profitability.Keywords:market orientation, entrepreneurial orientation, and profitability.

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Venture Strategic Market Targeting, Management, and Planning—Can We Sell in a Demand-Driven Strategic-Opportunity Target Market? Who Buys, How Many, When, How, Where?

Entrepreneurship ◽

10.4324/9781315704609-14 ◽

2014 ◽

pp. 138-158

Keyword(s):

Target Market ◽

Strategic Market

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On-Line Analytical Processing at Washtenaw Mortgage

Cases on Information Technology Series - Annals of Cases on Information Technology ◽

10.4018/978-1-61520-592-9.ch014 ◽

2011 ◽

pp. 196-216

Author(s):

John H. Heinrichs ◽

William J. Doll

Keyword(s):

Information Systems ◽

Market Analysis ◽

Ease Of Use ◽

Executive Information Systems ◽

Analysis Application ◽

On Line ◽

Stage Process ◽

Analytical Processing ◽

On Line Analytical Processing ◽

Strategic Market

In an ever-changing, competitive marketplace, executive information systems (EIS) promise the ability to simultaneously assess factors in both the internal and external environment, enabling a timely competitive response. EIS are enjoying a renaissance due to the recent emergence of on-line analytical processing (OLAP) capabilities. OLAPs power, flexibility and ease of use supports mental model (knowledge) creation better than traditional executive information systems. This case study allows you to examine the usefulness and ease of use of OLAP technology for strategic market analysis at Washtenaw Mortgage Company, a firm in the mortgage wholesale industry. The key to improving competitive performance is not the technology, but rather, how the technology is utilized to focus managements analysis. Gaining strategic insights requires three ingredients people, process, and technology. A three-stage process used for implementing an OLAP strategic market analysis application is presented. OLAP technology marks an evolutionary improvement in EIS software. The potential of this technology, however, is not likely to be realized without a better understanding of the process for achieving management focus.

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