bluuebunny/crossref_metadata_2025_split huggingface dataset:
The relationship between customer value and pricing strategies: an empirical test
Authors: Codini Anna , Saccani Nicola , Sicco Alessandro 
Published: April 2013

PurposeThe paper seeks to fill a research gap that concerns empirical studies on value‐based pricing in durable consumer goods. It aims to analyse the relationship between value for the customer and market prices in the washing machines market.Design/methodology/approachThe customer value of a sample of 129 washing machine models is assessed through the conjoint analysis technique. It is then compared through a regression analysis to the market prices of the products.FindingsThe regression analysis reveals that the alignment between price and value for the customer is limited (only one of the two subsamples presents a positive dependence among the variables).Research limitations/implicationsThe study lacks explanatory power about the reasons for the misalignment between price and customer value in the investigated sector. The results, moreover, refer to a specific product category and a specific national market, although their representativeness as a mature durable in a mature market suggests a broader relevance of the implications. The size of the samples of the empirical research is also limited.Practical implicationsThe paper provides an example and guidelines to practitioners on how to implement a customer value assessment. It provides practitioners a deeper understanding of the consequences of misaligned pricing, and of the potential of understanding the actual value sources for the customers.Originality/valueThe study empirically assesses the relationship between value for the customer and market prices of a category of mature durable goods. The results support the claim that value‐based pricing, although believed to be superior to other pricing policies, is still not established as a prominent practice. Moreover, the findings contribute to the discussion on the value of environment‐related attributes and their lifecycle monetary impact on the customers. It also identifies another possible obstacle to the adoption of value‐based pricing, i.e. the structure of the market, to be added to the ones reviewed in the literature.
Moderating roles of organizational inertia and project duration in the NPD process: an empirical investigation
Authors: Shekhar Mishra Shashi , Saji K.B. 
Published: April 2013

PurposeThe purpose of this paper is to empirically validate the moderating roles of organizational inertia and project duration in the new high‐tech product development process.Design/methodology/approachThe study methodology involved two phases, viz. exploratory and descriptive. The exploratory phase, with the support of a focused literature survey, has resulted in a theoretical framework, which got later validated through the survey based empirical phase.FindingsThe study results suggest that organizational learning and absorptive capacity could trigger a firm's technology acquisition intent, which in turn could increase the firm's propensity to new product commercialization. Contrary to the authors' hypothesis, the study results did not support firm size as an antecedent to the firm's technology acquisition intent. Further, while the project duration is found to negatively moderate the technology acquisition intent to new product commercialization relationship, the study results did not support the moderating effect of organizational inertia on the same.Practical implicationsThe study findings suggest that segmenting technology market based on firm size may not be an appropriate marketing strategy; instead organizational factors, viz. organizational learning and absorptive capacity, should be taken as the basis of high‐tech market segmentation. Further, the study has provided the much needed empirical support to the new high‐tech product development process by explaining the moderating effects of organizational inertia and project duration on the relationship between technology acquisition intent and new product commercialization.Originality/valueThe present study is one among those rare empirical investigations that explained the role of organizational variables in the new high‐tech product development process. In addition, the study provides the marketing practitioners the basis of segmentation for high technology markets.
Using financial analysis to assess brand equity
Authors: Isberg Steven , Pitta Dennis 
Published: April 2013

PurposeThe purpose of this article is to describe a method of assessing brand equity quantitatively.Design/methodology/approachThe article describes an example of analysis using publicly available financial data to assess brand equity.FindingsBrand equity measurement has been an elusive goal for product managers. While qualitative definitions are available, few studies have attempted to quantify a product or company's brand equity. Using financial analysis techniques focusing on return on equity and return on assets, the case examines the results of two distinct brand equity growth strategies. The first is growth by acquisition; the second, organic brand development. Using historical financial data for the Safeway corporation, the case calculates the brand equity effects of two distinct marketing strategies. In the example, organic brand development, the traditional task of the brand manager, results in higher brand equity.Research limitations/implicationsAs in all case studies, the specific conditions found in one organization may not be found more generally in others. Readers are cautioned that the conclusions drawn may have limited applicability.Practical implicationsThe work illustrates a technique that a product/service manager may use to assess the brand equity effects of a marketing strategy.Originality/valueThe work describes a technique not widely publicized in the brand literature.
Odd pricing effects: an examination using adaptation‐level theory
Authors: Kinard Brian R. , Capella Michael L. , Bonner Greg 
Published: April 2013

PurposeUsing adaptation‐level theory as a conceptual framework, the purpose of this research is to determine what effect, if any, marketplace conditioning has on consumer price estimates and product evaluations.Design/methodology/approachA total of 475 subjects participated in two experiments that required them to read a scenario, evaluate a series of advertised products, and perform an aided price recall task.FindingsThe results suggest consumers are more likely to recall the correct price when more of the rightmost digits end in 0 or 9. Moreover, when prices are incorrectly recalled, consumers are likely to inadvertently assume prices end in commonly used rightmost digits (i.e. 5 and 9). Combined, the results demonstrate odd pricing effects are likely a result of marketplace price conditioning rather than truncation of rightmost digits as suggested by the analog model of numerical cognition.Practical implicationsFindings suggest that use of atypical rightmost digits in odd prices fails as a method to differentiate products in the mind of the consumer. This would explain the use of larger right ending digits by retailers in an effort to maximize profit without impacting consumer perceptions of quality, value, and purchase likelihood. In the absence of strong quality image effects, retailers are encouraged to continue the practice of setting prices with digits ending in 9.Originality/valueA key theoretical implication of this study is that the underestimation heuristic based on leftmost digit processing fails to explain the results of the incorrectly recalled price estimates. As a result, adaptation‐level theory may provide a more robust explanation for odd pricing effects.
Uncovering attribute‐based determinants of loyalty in cigarette brands
Authors: Krystallis Athanasios 
Published: April 2013

PurposeThe purpose of this paper is to examine the importance of tobacco differentiation attributes (i.e. nicotine and tar content, length, flavor and thickness) in market performance and loyalty levels of brands.Design/methodology/approachThe study adopts a stochastic approach to measure brand loyalty at the attribute level using the Dirichlet model as a benchmark tool. Data based on the Juster Probability Scale were collected from a sample of n=155 young smokers in Iceland.FindingsProduct differentiation strategies operate differently. Light nicotine and tar content encourages smokers to switch across brands and within family brands, resulting on improved market performance and loyalty levels. Length and thickness‐related differentiation are slightly better than non‐differentiation in inducing loyalty, but worse in improving performance.Practical implicationsTwo types of categorization prevail in the category: first, a family brand‐based, mainly relevant for large brands; and second, an attribute‐driven, apparent for small family brands. Two types of switching behaviors can also be considered: first within family brands, switching among product attributes for the larger brands; and second within product attributes, switching among family brands for smaller brands.Social implicationsThese findings have profound implications for the development of anti‐smoking policy in terms of the exact functioning of product differentiation as part of the tobacco industry's strategy. Public health policy makers can benefit in their fight against nicotine consumption by taking public policy counter‐measures (e.g. completely banning or regulating production of “light” nicotine and tar content brands) that can limit the anticipated success of differentiation strategies of the tobacco industry.Originality/valueNot much research has been done on loyalty within the tobacco category, possibly due to the ethical considerations accompanying managerial suggestions about smoking. The contribution of the present work lies in the provisions of evidence‐based insights to help brand managers and other stakeholders (e.g. public health policy makers) to take informed decisions.
An analysis of consumer reactions to green strategies
Authors: Borin Norm , Lindsey‐Mullikin Joan , Krishnan R. 
Published: April 2013

PurposeThe purpose of this paper is to investigate the impact of three green strategies on key consumer metrics. More specifically, it aims to measure consumers' purchase intentions of new green, recycled/refurbished products, green company processes and a non‐green product/process.Design/methodology/approachBetween subjects 2×2×4 experimental design with two levels of price (high and low), two levels of brand name (known and unknown) and four levels of green strategies.FindingsPurchase intentions for green product and process strategies are significantly higher than non‐green approaches. However, post‐hoc analysis shows no significant advantage of one green strategy over another. Price and brand name do not have significant interactive effects with green strategies.Practical implicationsAlthough it is essential that companies develop green strategies for the eco consumer it is not important what specific strategy is selected i.e. going green is the key. Also, despite the continued growth in the demand for green products, price is still the most important driver for consumer purchase – even for the eco consumer. Lastly, despite continued improvements in functional performance, green products do not have a significant advantage in perceived quality. Companies cannot focus completely on the green nature of their products or processes.Social implicationsConsumers believe that purchasing green products or products from green companies may be a way they can help the environmental problems society faces today. This project provides guidance to companies pursuing this market by evaluating different product and process approaches to this growing social trend.Originality/valueThis project is one of the first to focus on the consumer impact of different corporate approaches to the green market.
Linking place, mega‐event and sponsorship evaluations
Authors: Nadeau John , O'Reilly Norm , Heslop Louise A. 
Published: April 2013

PurposeLittle research has examined sponsorship within the context of mega‐event and related host images. This paper seeks to explore the relationships among country, destination, mega‐event and sponsor images through the evaluations formed of each entity.Design/methodology/approachBased on data collected from 291 Canadian consumers two months after the Beijing Olympics, a SEM model examines the relationships among consumer evaluations of the host country, the country as a destination, the mega‐event itself and sponsors.FindingsResults support the hypothesized model and present a paradoxical situation for the Olympics hosted by China. While the overall country evaluation was found to have a strong and positive effect on its evaluation as a tourist destination and the destination evaluation has a subsequent positive relationship with Olympic evaluations, a direct and negative relationship between the evaluation of the country and of the Olympic Games was also supported.Research limitations/implicationsFuture research should examine the relationship among country, destination, mega‐event and sponsor images in other mega‐event and country contexts. In addition, the pattern of these relationships should be assessed longitudinally.Practical implicationsThis study provides evidence to show that the Olympic Games image is resilient and can thrive in challenging contexts. Further, sponsors can be assured that they are receiving value from Olympic sponsorships.Originality/valueThese results extend previous literature on sponsorship evaluation into the large, global sponsor context. In addition, this study examines the role of the host country in understanding the influence of the mega‐event on sponsor images.
Humanity 3000: a comparative analysis of methodological approaches to forecasting the long‐term
Authors: Inayatullah Sohail 
Published: April 2013

PurposeBased on a report to the non‐profit organization, The Foundation for the Future, this article aims to review methodological approaches to forecasting the long‐term future.Design/methodology/approachThis is not an analysis of the particular content of the next 500 or 1,000 years but a comparative analysis of methodologies and epistemological approaches best utilized in long‐range foresight work. It involves an analysis of multiple methods to understand long‐range foresight; literature review; and critical theory.FindingsMethodologies that forecast the long‐term future are likely to be more rewarding – in terms of quality, insight, and validity – if they are eclectic and layered, go back in time as far as they go in the future, that contextualize critical factors and long‐term projections through a nuanced reading of macrohistory, and focus on epistemic change, the ruptures that reorder how we know the world.Research limitations/implicationsThe article provides frameworks to study the long‐range future. It gives advice on how best to design research projects that are focused on the long‐term. Limitations include: no quantitative studies were used and the approach while epistemologically sensitive remains bounded by Western frameworks of knowledge.Practical implicationsThe article provides methodological and epistemological guidance as to the best methods for long range foresight. It overviews strengths and weaknesses of various approaches.Originality/valueThis is the only research project to analyze methodological aspects of 500‐1,000 year forecasting. It includes conventional technocratic views of the future as well as Indic and feminist perspectives. It is among the few studies to link macrohistory and epistemic analysis to study the long‐term.
Catalysts for change: vizualizing the horizon of poverty
Authors: Vian Kathi , Chwierutt Matt , Finlev Tessa , Evan Harris David , Kirchner Maureen 
Published: April 2013

PurposeThe Institute for the Future (IFTF) has collaborated with the Rockefeller Foundation and its Searchlight function to create a framework for broad engagement in strategic thinking about ways to catalyze change in the lives of poor or vulnerable communities. This paper seeks to focus on this broad‐based approach.Design/methodology/approachStarting from the top‐down horizon scan of the foundation's Searchlight partners – a network of horizon scanning organizations – IFTF created a public database of signals of innovation and disruption in the domain of poverty and social change. This signals database was used to build a visual map of catalysts for change, creating a simple hierarchy of four catalyst types, each containing four action zones and a pivotal challenge. This map provided the language and framework for engaging a global community in a serious game to extend the vision of the Searchlight function and capture novel ideas for innovations that could improve the lives of those in marginalized communities.FindingsWith an estimated global reach of 160,000 views and 1,600 game players from 79 countries, the game produced more than 18,000 ideas about catalysts for change.Originality/valueThis framework of foresight (the signals database) to insight (the visual map of catalysts for change) to action (global strategic game) demonstrates a way to integrate top‐down expert foresight with bottom‐up strategic ideation on a global scale.
The depth of the horizon: searching, scanning and widening horizons
Authors: Miles Ian , Saritas Ozcan 
Published: April 2013

PurposeThis essay aims to introduce horizon scanning as an approach fundamental to most foresight studies.Design/methodology/approachThe essay combines a general review of the topic with an overview of a range of horizon‐scanning approaches that are in use in the UK health system.FindingsDifferent approaches – shorter as well as longer‐term, searching as well as broad scanning – are appropriate in different circumstances. In times of systemic change it is necessary to combine approaches of all types.Research limitations/implicationsOnly a small sample of the huge range of horizon‐scanning exercises has been studied, and the essay has not gone far into the question of how horizon‐scanning relates to other elements of the foresight process.Practical implicationsThe implication is that horizon‐scanning should be undertaken on a routine basis, and should be integrated into planning activities from the start.Social implicationsHorizon‐scanning is a tool needed in activities such as planning for the workforce, and for health and safety issues.Originality/valueThe essay covers a wide range of activities with real‐life illustrations in addition to overall assessment.
S&T&I priorities for the Russian natural resources sector
Authors: Shashnov Sergey , Sokolova Anna 
Published: April 2013

PurposeThis paper aims to analyse three individual foresight projects referring to the natural resources sector in Russia, their interconnection and influence on policy decision making.Design/methodology/approachThe three foresight studies used different methodologies depending on the project's goal. First the projects' interconnections are explained. Second, each of the studies is characterised from different viewpoints, including their aims, structures, methodologies and results. Finally their influence on policy‐making is evaluated.FindingsThe paper concludes that implementation of these three interrelated studies allows identification of S&T&I priorities that have a strong connection with policy decision making. Therefore, on the basis of this experience, it is suggested that a widespread national Delphi survey for the identification of science and technology (S&T) priorities should be complemented by the identification of key long‐term demand for resources and reshaped management systems.Originality/valueFor the first time the paper presents an analysis of Russian foresight projects connected to the natural resources area and an evaluation of their influence on policy decision making.
Mapping of future technology themes in sustainable energy
Authors: Lin Hai‐Chen , Chan Te‐Yi , Ien Cheng‐Hua 
Published: April 2013

PurposeTo anticipate science and technology (S&T) changes and shifts in the competitive environment for the preparation of strategic development in an organization, this paper aims to address a structured analysis method for future technology trajectories and interactions by mapping and associating the future technology themes in foresight reports with a state‐of‐the art technology classification system. The objective of this paper is to develop an integrative method for systematically clustering, analyzing and visualizing the path for technology development and transformation.Design/methodology/approachDelphi topics related to sustainable energy were collected from strategic foresight reports of Japan, South Korea and China, and used as sources for future technology themes analysis. A standard mapping taxonomy based on international patent classification system was used to map out the technology concept described in these future technology themes. Technology interactions can be identified through a causal effect analysis during the mapping, and the results among selected countries are cross‐compared and visualized in an aggregated view.FindingsBy this standard mapping taxonomy and structured analysis, future technology themes in strategic foresight reports from countries in focus are systematically mapped and integrated for viewing future technology options and interactions. Similarities and discrepancies for prospecting the future technology trajectory among these countries are also identified.Research limitations/implicationsIt would be a significant contribution if this structured analysis could be applied more broadly across different geographic regions or across research areas in foresight reports. This research may help to solve the practical difficulties faced during the secondary analysis of foresight studies in foresight preparatory studies by providing a consistent classification framework to make comparison and aggregation of future technology options from different countries/regions. Also, this classification framework can provide a bridge for linking with current technology performance such as patent productivity or quality and help in identifying the gaps between the probable future changes in S&T and the current capability.Originality/valueThe integrative method in this research provides a way to combine both the advantage of strategic technology foresight and competitive technology intelligence by utilizing the results deriving from the former as targets for analysis and the analytic practice deriving from the latter to identify the possible competitive or cooperative landscapes in the future.