Marketing and Technology: A Strategic Coalignment

1987 ◽  
Vol 51 (3) ◽  
pp. 1-14 ◽  
Author(s):  
Noel Capon ◽  
Rashi Glazer
Keyword(s):  
Resource Allocation ◽  
Technological Change ◽  
Marketing Strategy ◽  
Firm Behavior ◽  
Technology Strategy ◽  
Changing Environments ◽  
Integrating Technology ◽  
Technological Resource ◽  
Optimal Set

The authors present a case for integrating technology and marketing strategy as key elements that affect corporate success in rapidly changing environments. After describing the implications of technological change for firm behavior, the authors propose a framework for developing a technology strategy and introduce the technology portfolio. The technology portfolio serves both as a model for technological resource allocation and as an aid in choosing an optimal set of technologies from a set of feasible alternatives.

Dynamic Capability as a Theory of Competitive Advantage

2016 ◽  
Author(s):  
Jerker Denrell ◽  
Thomas C. Powell
Keyword(s):  
Technological Change ◽  
Competitive Advantage ◽  
Effect Size ◽  
Dynamic Capabilities ◽  
Market Competition ◽  
Explanatory Power ◽  
Dynamic Capability ◽  
Firm Resources ◽  
Changing Environments

Dynamic capability is a theory of competitive advantage in rapidly changing environments. We reconcile this explanation with previous theories of competitive advantage, showing how it informs and complements explanations based on market positions, firm resources, and Schumpeterian creative destruction. We examine the scope conditions of dynamic capability; that is, when the theory has more and less explanatory power. We find that dynamic capability has greatest explanatory power when a partially foreseeable technological change is on the verge of transforming market competition; and less explanatory power when dynamic capabilities are not undervalued or scarce; when change is unforeseeable; when change is easily foreseeable; when the effect size of new capabilities is small; in industries subject to repeated technological shifts; and in markets that reward short bursts of extraordinary performance over long-term persistence. We discuss these scope conditions and show how dynamic capability combines with prior theories to explain competitive advantage in different industry contexts.

Risk-type preference shifts in response to performance feedback

2017 ◽  
Vol 16 (2) ◽  
pp. 141-166 ◽  
Author(s):  
Ronald Klingebiel
Keyword(s):  
Resource Allocation ◽  
Performance Feedback ◽  
Risk Taking ◽  
Firm Behavior ◽  
Dynamic Environments ◽  
Future Research

The behavioral literature examines how performance feedback drives risky change. In this conceptual article, I incorporate the overlooked alternative to risky change: not changing and the risk associated with such omission. After all, both commissions and omissions can have extensive outcome variability. I propose that firms alter their preference for the type or risk, depending on how well they fared with their previous preference. I then further qualify these shifts in two ways: I discuss the extent of risk that firms are likely to take in the form of omissions and commissions, respectively, and I consider the frequency and magnitude with which the shifts are likely to occur. Theory of risk-type preference shifts may explain and reconcile seemingly disparate prior findings on risk-taking in response to performance feedback. To facilitate future research on firm behavior and resource allocation in dynamic environments, I provide three testable propositions and suggest ways to operationalize the new constructs.

scholarly journals Metabolic acclimation—a key to enhancing photosynthesis in changing environments?

2019 ◽  
Vol 70 (12) ◽  
pp. 3043-3056 ◽  
Author(s):  
Helena A Herrmann ◽  
Jean-Marc Schwartz ◽  
Giles N Johnson
Keyword(s):  
Resource Allocation ◽  
Environmental Conditions ◽  
Temperature Sensor ◽  
In Silico ◽  
Photosynthetic Capacity ◽  
Carbon Partitioning ◽  
Photosynthetic Acclimation ◽  
Metabolic Modelling ◽  
Changing Environments ◽  
In Silico Studies

Abstract Plants adjust their photosynthetic capacity in response to their environment in a way that optimizes their yield and fitness. There is growing evidence that this acclimation is a response to changes in the leaf metabolome, but the extent to which these are linked and how this is optimized remain poorly understood. Using as an example the metabolic perturbations occurring in response to cold, we define the different stages required for acclimation, discuss the evidence for a metabolic temperature sensor, and suggest further work towards designing climate-smart crops. In particular, we discuss how constraint-based and kinetic metabolic modelling approaches can be used to generate targeted hypotheses about relevant pathways, and argue that a stronger integration of experimental and in silico studies will help us to understand the tightly regulated interplay of carbon partitioning and resource allocation required for photosynthetic acclimation to different environmental conditions.

Marketing Strategy, Constituent Influence, and Resource Allocation

2000 ◽  
Vol 50 (2) ◽  
pp. 225-231 ◽  
Author(s):  
Jocelyn D Evans ◽  
Corliss L Green
Keyword(s):  
Resource Allocation ◽  
Marketing Strategy

scholarly journals Budgeting for Agile Product Development

2019 ◽  
Vol 1 (1) ◽  
pp. 2169-2178 ◽  
Author(s):  
Maximilian Vierlboeck ◽  
Kristin Gövert ◽  
Jakob Trauer ◽  
Udo Lindemann
Keyword(s):  
Resource Allocation ◽  
Product Development ◽  
Research And Development ◽  
Comprehensive Approach ◽  
Agile Development ◽  
Continuous Growth ◽  
Value Maximization ◽  
Changing Environments ◽  
Budgeting Process

AbstractRecent reports and predictions indicate a consistent and continuous growth in the field of Research and Development. Such growth leads to increased resource investments, which have to be managed effectively to eventually achieve value maximization. This management is cohesive with budgeting. In changing environments, said effectiveness can be difficult to attain.Agile development is supposed to provide the necessary flexibility for uncertain situations and has recently seen a stark adoption incline. Unfortunately, budgeting and resource allocation have not yet been resolved for agile approaches: a comprehensive research including recent publications showed a lack of models and frameworks for the adoption and application of budgeting with agile development. Due to this lack of a comprehensive approach, as well as limitations and restrictions of existing research, this paper describes the design of a budgeting approach suitable for and compatible with agile product development. The developed solution, the Structured Agile Budgeting Process, provides a holistic and interdisciplinary way to allocate resources while still allowing the flexibility and benefits of agile development.

scholarly journals The Grey Relational Analysis of the Allocation of S&T Resources and Technological Progress in Guangdong

2021 ◽  
Vol 251 ◽  
pp. 01066
Author(s):  
Zhong Jiayi
Keyword(s):  
Resource Allocation ◽  
Technological Progress ◽  
Guangdong Province ◽  
Experimental Development ◽  
Gray Correlation Degree ◽  
Technological Resource ◽  
Correlation Degree ◽  
Gray Correlation ◽  
Correlation Analysis Method ◽  
Interactive Relationship

Using the relevant data of Guangdong Province from 2000 to 2019, the gray correlation analysis method is used to empirically study the relationship between the scale, structure, effect of regional scientific and technological resource allocation and technological progress. The empirical analysis results show that the scale of regional scientific and technological resource allocation has the highest correlation with technological progress. From the perspective of classification indicators, the gray correlation degree of R&D investment intensity is the highest at 0.8468; the gray correlation degree of the proportion of experimental development in R&D expenditure is the lowest, at 0.5071. On the whole, the interactive relationship between the allocation of scientific and technological resources and technological progress in Guangdong Province is relatively obvious, and the allocation of scientific and technological resources has a strong driving force for social technological progress.

Strategic Marketing: Betas, Boxes, Or Basics

1981 ◽  
Vol 45 (3) ◽  
pp. 173-182 ◽  
Author(s):  
Robin Wensley
Keyword(s):  
Resource Allocation ◽  
Competitive Advantage ◽  
Marketing Strategy ◽  
Strategic Marketing ◽  
Sustainable Competitive Advantage ◽  
Specific Cost ◽  
Allocation Problems

This paper is critical of both the financial and marketing approaches to resource allocation problems within the multiproduct, multimarket firm. It is suggested that the financial approach is helpful on the issue of shareholder risk but that the marketing strategy approaches, using box classifications, are ill defined and based on dubious empirical assumptions. Neither approach is the key to identifying sustainable competitive advantage. More emphasis is required on project based assessment of such factors as imitability, flexibility, and positional advantages, as well as specific cost effects.

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