Brand Gravity-Resonance Capability on Brand Love: a Resource-Advantage theory Perspective

<p>This research intends to explore the experience of using brands in the past to increasingly love product brands through brand gravity-resonance capability, especially in the competition of the multi-business product sector. The novelty of this study lies in the synthesis of brand gravity variables, and brand resonance provides the proposed brand gravity-resonance capability variables of the resource-advantage theory of competition proposition results. Data were collected from 499 small and medium-sized business respondents through the dissemination of questionnaires and interviews. The SEM-PLS technique analyzes data with a path mediated by brand gravity-resonance capability on brand love. The results showed that brand gravity-resonance capability successfully mediated the brand experience relationship in brand love and the direct connection of brand experience in the past, and brand gravity-resonance capability in brand love managed to increase the sense of brand love. The practical implications of the novelty of this variable provide improvements to MSME managers or businesses to resonate the value of digital aggressiveness, configure science, integrate customer systems, and be oriented towards the creation of new markets. Conceptual implications contribute as new conceptual models that can bridge negative experiences to result in a dynamic and competitive comparative advantage in the market.</p>

Synthesising Resource-Advantage and Hofstede Cultural Dimensions: Customer Orientation, Knowledge Creation and Firm Performance

There is a dearth of studies on synthesising the resource-advantage theory and Hofstede cultural dimensions that explore the influence of customer orientation and knowledge creation on the firm performance for small hotels. This paper reviews extant literature that provides insights on the influence of customer orientation and knowledge creation on firm performance. In-depth interviews with three hotel owners and three hotel managers were performed in this study. The results disclose that by forging memorable and positive customer experiences and developing informed knowledge databases are business practices that sustain the firm performance. From the theoretical aspect, it is a preliminary step to blend the culturally relevant customer orientation and knowledge creation elements into forming a firm performance framework designed for small hotels

“I am going to educate the industry”: how an advocate became a key competitive resource for the adaptive apparel market

PurposeThe goal of this study was to explore the development of the first-of-its-kind mainstream adaptive apparel line for children through the collaboration of an adaptive apparel advocate and an apparel brand.Design/methodology/approachTo achieve this goal, the study used the resource advantage (RA) and first-mover advantage theory to conduct a case study investigating the lived experiences of Mindy Scheier as she created the adaptive apparel movement and collaborated with Tommy Hilfiger® to launch the first-of-its-kind mainstream adaptive apparel line for children.FindingsThe result of the case study revealed two dominant themes: (1) “I am going to educate the entire industry” and (2) “You mean no mainstream brands have done this before?” Using RA theory and first-mover advantage theory, the themes illustrated the advocate's position as a key competitive resource, how she leveraged the key competitive resources with an apparel brand, and subsequently, how the brand, using the advocate as a key competitive resource, established a first-mover advantage in the adaptive apparel market to develop the first-of-its-kind mainstream adaptive apparel line for children in the marketplace.Originality/valueThis study demonstrated how RA theory could be applied to the partnership between an advocate and an apparel firm and how the key resources acquired and utilized by the advocate support a competitive advantage within the adaptive apparel marketplace.

Disentangling performance outcomes of a firm’s innovativeness: A resource-advantage perspective

Inconsistent findings from the literature suggest that the relationship between innovativeness and performance is more complex than it might be presumed. By drawing on the resource-advantage theory, in this study we investigate: 1) the moderating effect of buyer power and competitive rivalry, and 2) the mediating role of customer- and competitor-based positional advantage on the relationship between innovativeness and sales-based and profit-based performance. The findings from the survey on 132 medium- and large-sized industrial firms in Croatia show that buyer power and competitive rivalry positively moderate the relationship between innovativeness and performance outcomes. Moreover, it was found that customer- and competitor-focused positional advantages mediate the link between innovativeness and performance outcomes. The findings of this study contribute to the literature and management practice by shedding new light on the nature of innovativeness in industrial firms.

Cultural intelligence and managerial relational performance: a resource advantage perspective

PurposeDrawing on the resource-advantage theory, the authors examine the effect of import managers' cultural intelligence (CQ) on their foreign counterpart's psychic distance and relational performance.Design/methodology/approachSurvey data collected from 228 Nigerian automobile import managers were analyzed using structural equation modelling (SEM) to examine the relationship among the study variables. The measure of CQ in this study comprises metacognitive and motivational CQs to examine the relations between metacognitive and motivational CQs on psychic distance and their ultimate effect on relational performance.FindingsThis study suggests that metacognitive CQ reduces the effect of psychic distance in buyer–seller exchange relationships, and in the presence of a low-level psychic distance, relational performance increases. Confirming the intervening role of CQ on performance relationship, the study highlights the role of CQ and its influence on psychic distance in facilitating (or impeding) relational exchanges in international buyer–seller transactions.Originality/valueThe authors present the concept of CQ as a human capital that has the potential to improve managerial relational performance. The authors go further to advance the potential significance and relevance of CQ in improving international buyer–seller exchanges.

The Survival Benefits of Service Intensity for New Manufacturing Ventures: A Resource-Advantage Theory Perspective

We investigate the association between service intensity and the survival odds of new manufacturing ventures. Although previous research extensively addresses the value of servitization in established firms, this is the first empirical study that asks whether service intensity, defined as the percentage of sales from services, is beneficial or detrimental to new ventures. Drawing on resource-advantage theory, we further ask whether, under increasing service intensity, new ventures with a higher industry-adjusted ratio of tangible to total assets, labor productivity, or current ratio improve survival odds. Based on a comprehensive data on 6,683 new Portuguese manufacturing ventures founded between 2006 and 2010 and followed until 2015 (33,272 venture-year observations), the results show that higher service intensity lowers the odds of survival. For entrepreneurs, we caution against higher service intensity but demonstrate that survival odds can improve under increasing service intensity when the company can achieve a higher industry median–adjusted ratio of tangible to total assets, improved labor productivity, or a stronger current ratio position. The findings are robust after controlling for endogeneity and self-selection into services.