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

The Role of Digital Loyalty Program towards Customer Loyalty through a Measure of Satisfaction

The research aimed to explore the importance of loyalty programs to customer satisfaction and loyalty in digital business in Indonesia. The concept of theoretical development of the resource-advantage theory of competition and service-dominant logic was used for the development of research findings. Lazada, one of the e-commerce platforms, offered digital loyalty programs such as points store, loyalty store, e-coupon, e-newsletter, and flash sale. Thus data collection was distributed through an online questionnaire to Lazada customers, with a sample size of 384 respondents. Data testing with linear regression analysis was conducted to test the variables of the Lazada digital loyalty program on customer loyalty mediated customer satisfaction. The results shows that in digital loyalty program variables, the program features contribute positively directly and have the success of mediated customer satisfaction in the digital loyalty program. More products that offer customer-oriented technology feature innovation will increase customer loyalty amidst dynamic marketing capabilities in digital business innovation change, which gives impact to managers.

Theoretical Foundations of the Relationship Management Mid-Range Theory

In this chapter the domain of relationship management (RM) is discussed and the notion of the RM mid-range theory is introduced. The first section highlights the socio-economic duality of RM and presents the core characteristics of the RM business model. The diversity of partly overlapping relational constructs is commented on, and a uniform semantic programme for RM is proposed that links the notion of relationship capital and three RM dimensions: structural, psychological and behavioral. In the second section, the role of mid-range theories in linking macro and micro theoretical levels is presented. The theoretical boundaries (the content) of the envisioned RM mid-range theory are outlined, which link the RM business model, the key relational activities and approaches, and business performance. A hypothetical system of theories for competitive advantage is drafted, where the general theory level is occupied by the Resource-Advantage Theory of Competition followed by the upper mid-range theory level; where the RM mid-range theory is placed, completed by the specific market type mid-range theory level; and where network-based and market-based relational theories are positioned.

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.

CYBER SUPPLY CHAIN RISK MANAGEMENT: TOWARD AN UNDERSTANDING OF THE ANTECEDENTS TO DEMAND FOR ASSURANCE

Recognizing the need for effective cyber risk management processes across the supply chain, the AICPA issued a new SOC in March 2020 for assuring cyber supply chain risk management (C-SCRM) processes. This study examines supply chain relationship factors and cyber risk issues to better understand the demand for C-SCRM assurance. Resource Advantage Theory of Competition provides the conceptual foundation for assessing the dual drivers of relationship building and cyber risk management on demand for assurance. We use a field survey to collect data from 205 professionals enabling evaluation of the complex relationships in the theoretical model. Results support all hypotheses, provide satisfactory model fit, and support the underlying theory. Trust and cyber supply chain risk both positively influence demand for assurance over C-SCRM processes. This study expands the literature on cyber assurance by auditors and elaborates on overall supply chain processes that help drive value from auditors providing such assurance.

Competition in Knowledge Ecosystems: A Theory Elaboration Approach Using a Case Study

This paper explores how competition works in knowledge ecosystems, using a theory elaboration approach. With little research conducted in this area to date, three strategic streams of thought—resource-advantage theory, dynamic capabilities framework, and adaptive marketing capabilities perspective—are compared as a departing point and a frame of reference regarding the dynamics of competition. The streams of strategic thought all converge around the notion that organizations must constantly renew themselves to adapt and align to a fast-changing marketplace. The characteristics of knowledge ecosystems are conceptualized, whereafter an in-depth case study is presented to empirically assess competition in knowledge ecosystems, focusing on the perspective of a keystone actor. At the ecosystem-level, knowledge ecosystems primarily expose and explore knowledge, indicating that they mostly operate in a pre-competitive state. The time needed and the limited control inherent to knowledge exploration translate into the keystone actor focusing on transient rather than sustainable competitive advantage. Knowledge ecosystems further prove to be central in the coevolution and the growth of other ecosystems through connecting and sharing of the explored knowledge base with other ecosystem actors who, in turn, exploit this knowledge common for commercial purposes and innovation.

The evaluation of the impact of innovation management capability to organisational performance

Purpose The purpose of this study is to investigate the impact of innovation management capability on organisational performance. Based on the resource-advantage theory, this study addresses: “To what extent do intellectual and emotional assets influence marketing management capability which loads to the organisation’s performance?” Design/methodology/approach To understand the research objectives, the data was collected via 35 in-depth interviews with managers and academics from various multi-national companies and new empirical insights were offered. Findings This study recognised three components of intellectual and emotional assets (knowledge and competence; digital technology; and reputation) and their influences on business performance. Research limitations/implications The focus on small- and medium-sized enterprises (SMEs) limits the generalisation of this study. To scrutinise the relations documented in this study, future research should be conducted in other country settings and different sector. Originality/value This study contributes to the sustainability literature by developing a conceptual model that explains the development and role of innovation management in a market context with its associated sustainability management outcomes. The results are of importance to both SMEs and policymakers. Clear need to investigate further how organisations can benefit from such capabilities for greater growth is identified.