Source Of Competitive Advantage Research Articles

How market pressures and organizational readiness drive digital marketing adoption strategies' evolution in small and medium enterprises

In the digital economy, effectively adopting public platforms for digital marketing has become an important source of competitive advantage for small and medium-sized enterprises (SMEs). However, significant gaps exist in the literature regarding the adoption process' dynamics and strategies' evolution. This in-depth longitudinal embedded case study investigated how market pressures and organizational readiness drive the evolution of strategies pertaining to adopting public platforms for digital marketing. The analysis was structured according to the fundamental logic of the pressure → response → effect path, and an adoption process model was developed. Remarkably, the adoption strategy followed the validation → cloning → foresight path, indicating a stepped iteration. Market pressure and organizational readiness serve as boosters and enablers to drive the process together. The digital technology trajectory left behind revealed a mortise-and-tenon structural characteristic. These insights add to the micro-content of adoption dynamics in the digital context and expand the literature on the technology–organization–environment (TOE) framework's antecedents. Moreover, they provide practical advice on agile adoption for SMEs, emphasizing the adoption of related technologies based on existing technology functions to explore business opportunities faster than competitors.

Market for technology 2.0? Reassessing the role of complementary assets on licensing decisions

The ability to access specialized complementary assets has been key to explaining how firms benefit from their technological innovations. When firms lack complementary assets the more likely they have to rely on markets for technology to profit from their R&D investments. We extend this view documenting the emergence of a new type of industry intermediary, Contract Development & Manufacturing Organizations (CDMOs), which provide access to complementary assets on a per-use basis. CDMOs allow firms to contract for complementary assets at variable costs without the need to invest in such assets internally. This opens up new product development paths, in which firms do not out-license their products to firms with complementary assets but sustain their development in-house using CDMOs. We highlight that the expansion of services offered by CDMOs changes the nature of the industry's source of competitive advantage and provide empirical evidence that the expansion of CDMOs is associated with a decline in the number of out-licensing deals among US biopharmaceutical firms. In so doing, the study explains how innovation intermediaries like CDMOs can have a profound effect on an industry's specialized complementary assets and the market for technology.

TRANSFORMING MARKETING THROUGH AI: A LITERATURE REVIEW AND FUTURE RESEARCH AGENDA

Artificial Intelligence (AI) has become a buzzword in today’s business landscape and the realm of marketing is no exception. AI’s widespread adoption is due to the presence of digital channels and devices frequented by customers have led to an explosion of customer data - big data. As AI can process large amounts of data, learn from it, and make predictions has revolutionized how companies approach marketing. Nowadays, AI algorithms, natural language processing, and machine learning can process and analyze large amounts of data quickly and accurately and have made it possible for businesses to understand their customers better, create targeted campaigns, and improve customer experiences. AI is now termed as a‘ business disruptor’ and a ‘source of competitive advantage’ as businesses can gain customer insight with respect to customer behavior, preferences, and patterns that would be impossible to do manually earlier. Not surprisingly, globally, businesses are experimenting to leverage AI to optimize marketing efforts. According to a 2020 report published by MarketsandMarkets, the global market of AI applications in marketing will be USD 26.63 billion by 2025, a growth of CAGR (Compounded Annual Growth Rate) of 29.7 percent between 2020-2025. Major AI applications in marketing include personalization, predictive analytics, image and speech recognition, chatbots and virtual assistants, and marketing automation. In this article, the authors aim to give an overview of AI as a domain, review the literature on the impact of AI on marketing and provide examples of how it has been applied in various industries.
 
 

Human Resource Management Practices as Determinants of Organizational Performance

Human capital being unique and inimitable is a source of competitive advantage for organizations. Literature suggests that effective and well-established human resource management (HRM) practices help in better retention and utilization of human resources, thereby resulting in the improvement of the organizational performance overall. Most studies have examined the linkage between HRM practices and organizational performance in large organizations. Not much research is available on the effect of HR practices on the performance of small and medium enterprises (SMEs). Coimbatore is an entrepreneurial hub, its industrial ecosystem dominated by SMEs, therefore, there is a need to explore the HR practices in the SMEs of Coimbatore. This study evaluates the relationship among HR practices and organizational performance of SMEs in Coimbatore. Data was collected from 200 SMEs that were members of the Coimbatore District Small Scale Industries Association (CODISSIA). It was found that HRM practices had a significant positive effect on organizational performance.

Management innovation in SMEs – taking psychological ownership of Hoshin Kanri

Management innovations are an important source of competitive advantage, but we lack knowledge on the implementation process, not least in small- and medium-sized companies (SMEs). Recognising that psychological ownership (PO) represents a crucial aspect of the implementation process, we address micro-foundational characteristics of the implementation process. PO and critical incident theory (CIT) provide a lens enabling this micro analysis. The empirical setting is the implementation of Hoshin Kanri, a strategic management system in eight small companies. From the analysis of the eight cases, we operationalise four dimensions that characterise how PO evolves in the implementation process: types of PO incidents, frequency of PO incidents, incidents indicating an increase or decrease in PO, and incidents addressing individual or collective PO. Looking at how PO is developed both among CEOs and managers in SMEs, we use the four dimensions to characterise the evolvement of PO within the focal organisations. In doing so, our article elaborates on PO as a driver and, if insufficiently developed, an impediment to effectively implementing management innovations.

Americana without America: rhetorical geography as a source of competitive advantage

ABSTRACT Offshoring, outsourcing, mergers and acquisitions can rapidly change the spatial organisation of a firm and the reputation of its products. Preserving symbolic resources requires the intentional integration of a firm’s physical geography with its rhetorical geography – a strategy that leverages associations of place to create value for shareholders and stakeholders. We demonstrate how Woolrich, an apparel firm that was once America’s second-oldest clothing manufacturer, was able to capitalise on local geographical claims even as it shuttered its last remaining US manufacturing operations. Pivoting toward rhetorical geography allowed Woolrich to preserve the brand equity of its American origins.

Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers

PurposeSince the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e. consumers who verbally attack each other in response to COVID-19 service failures. The aim of this paper is to uncover the sources of such conflicts and to gain an insight into the corresponding conflict moderation strategies that international brands adopt.Design/methodology/approachThe methodology consists of non-participatory netnographic observations of 13 national, international, and global online brand communities (OBCs) on Facebook. The authors use purposeful sampling to collect relevant data on conflict sources and brand moderation strategies during COVID-19 service failures and a hybrid approach to thematic analysis to derive distinct themes from these data.FindingsThe paper identifies five C2C conflict sources: brand attack, brand dissatisfaction, brand skepticism, brand contention and brand defense; these are then classified as having either an individualistic (self-oriented) or collectivistic (other-oriented) orientation. The authors also uncover several moderation strategies: non-engaging, automated, bolstering, asserting (direct, indirect) and informing (factual, empathetic, apologetic), which are broadly categorized into two levels based on their passive vs active approach and authoritative vs cooperative orientation. The paper further highlights that brands adapt their moderation strategies to specific sources of C2C conflicts, thereby producing a range of OBC outcomes.Practical implicationsThe study's empirically informed framework comprising sources of undesirable conflicts and brand moderation strategies offers a practical tool that can aid marketing managers in nurturing civil C2C engagement and interactive behaviors in their OBCs. By adopting our framework, brand and marketing practitioners can tailor their communication strategies toward different sources of C2C conflict and minimize their adverse consequences, thus, fostering an overall constructive OBC engagement.Originality/valueThe authors offer a novel framework to international marketing research, consisting of C2C conflict sources and corresponding moderation strategies that take place in response to service failures during the COVID-19 pandemic. These insights, in turn, inform international marketers about new ways of transforming the dark side of OBCs into a source of competitive advantage based on real-world brand practice.

A Study on Strategic Human Resource Management and Organizational Performance

Organizations understand that in the current economic and social climate, a lasting competitive edge over competing enterprises is necessary for success. Sources of competitive advantage have historically included things like natural resources, economies of scale, technological expertise, and quality. While the aforementioned criteria remain a competitive advantage, the management of human resources is becoming more complicated and presents ongoing problems to businesses. Employees in the Indian workforce have developed new standards for organizational ethics and leadership to keep up with the increasing globalization of the economy. Using HRM strategically is likely to be one of the most significant factors of organizational success, according to studies.

The impact of reverse logistics process coordination on third party relationship quality: A moderated mediation model for multichannel retailers in the fashion industry

Multichannel retailing is a widely adopted strategy in the fashion industry. Companies in this industry find it a source of competitive advantage to invest in reverse logistics infrastructure. However, limited empirical studies investigate the enablers of the relationship quality between the retailers and their reverse logistics service providers. This study quantifies the impact of reverse logistics process coordination between retailers and logistics service providers on relationship quality. Moreover, it tests the mediating role of reverse logistics service quality and the moderating role of conflict frequency in this relationship. Data were collected through a survey using a purposive sample of 241 retail store managers from the fashion retail industry of Pakistan. For this purpose, a self-administered questionnaire was developed using a five-point Likert Scale to gauge the responses. Conditional process analysis was used to evaluate the moderated mediation model. The findings showed a significant positive impact of reverse logistics process coordination on the relationship quality with a logistics service provider, a significant positive mediation effect of reverse logistics service quality, and a significant moderation effect of conflict frequency on the indirect relationship. However, conflict frequency, contrary to the hypothesis in the study, strengthened the indirect relationship. Furthermore, the moderation effect of conflict frequency on the direct relationship was insignificant. This study will help managers better understand the best practices leading to effective management of reverse logistics processes, particularly product returns.

Geographies of COVID‐19

Geographies of COVID‐19

THE CONCEPT OF CONSULTING AND LAW FIRMS IN A MARKET ECONOMY

The ability of enterprises to change quickly in a rapidly developing market is one of the main conditions for successful business development. In order to maintain their viability, enterprises are forced to constantly evolve, rebuild, and introduce new technologies, which requires considerable effort, knowledge and skills, which nowadays are the main source of competitive advantage. The complication of economic processes at the present stage of modernization of Kazakhstan caused the need to transfer knowledge, experience and methods of managerial work in a commodity form to an independent sphere of economic relations, which in turn contributed to the formation of national and international markets for consulting services. The service sector is a rapidly developing sector of the modern economy. The developing market required first the creation and then the expansion of professional services. The most significant changes in the services market are associated with the transformation of demand for consulting services, the need for which is becoming more and more conscious. In the practice of many countries, consulting services are an important factor in the effective functioning and development of business entities in market conditions. Currently, the demand for services for the development of integrated management systems, the introduction of new financial technologies, business valuation, marketing research has increased. At the same time, the client is interested in a comprehensive solution to the problems of organizing and doing business, in the effective implementation of projects.

Effect of social-media message congruence and generational cohort on visual attention and information-processing in culinary tourism: An eye-tracking study

Social networks are a source of competitive advantage for destination management organizations (DMOs) in promoting user-generated content. In the online environment, the generational cohort to which the user belongs significantly determines their motivations, preferences, and behaviors. Against this backdrop, and in context of culinary tourism, the present work aims to: (1) examine the degree of congruence between the messages that tourist receives from DMOs and other tourists through social network comments affects their attention and affective responses; (2) analyze the effect of generational cohort on user responses; (3) investigate the differences in gastronomy-related messages between generational cohorts according to different levels of congruence. An eye-tracking experiment is conducted to manipulate message congruence (high vs. low) and user's generational cohort (Millennials vs. Generation Z). Findings show faster attention-capture and higher cognitive processing in low-congruence gastronomy-related comments in both cohorts, while Generation Z users reported greater attention to culinary visuals.

A REVIEW ON HOTEL REPUTATION: DIMENSIONS AND THEORIES

The last decades have observed an escalating growth of research on corporate reputation because of its importance as a source of competitive advantage. Service industries rely on corporate reputation to differentiate themselves from competitors, and to send different signals to multiple stakeholders about their performance. Nevertheless reputation in the hotel industry can be damaged easily because of the intangibility and the simultaneous production and consumption of provided services. The current article provides a review on the different dimensions used to measure corporate reputation, also it summarizes the different theories that is used to explain the reputation phenomenon. Finally, it spots the light on some concepts that are different from reputation, however used interchangeably by researchers in many contexts.

The Role of Manager on Employee’s Satisfaction in an Organization: A Case of Mount Meru University and Arusha Institute of Accountancy

The aim of this article was centered on the roles of managers on employee’s job satisfaction in an organization. In this study, cross section research design was used because participants are many and was unable to study all of them, but some was selected using random sampling techniques. It refers to the process of getting an understanding of a topic without including the entire population. The data was collected, collated and analyzed using questionnaires and SPSS from Institute of Accountancy Arusha and Mount Meru University. 
 According to the study employees are not satisfied with treatment they receive from managers, not happy with the present fringe benefit they receive, not happy even with their future fringe benefit and income they are likely to receive. The findings indicated that, employees are not satisfied with the recognition they get from managers, the issues concerning workshops and training opportunities, employees are not satisfied with the organization and opportunities available for them. This can be supported by Delery and Shaw (2001) that, there is general three agreement that "(1) human capital can be a source of competitive advantage, (2) that HRM practices have the most direct influence on the human capital of a firm, and (3) that the complex nature of HRM systems of practice can enhance the inimitability of the system, when discussing the theory of Strategic HRM and Resource Based Theory. Recommendations have been made to encourage managers to play their role in ensuring employees job satisfaction in higher learning institutions. Future studies of teacher’s job satisfaction should be conducted among collages both public and private ones. The research did not exhaust all the job satisfaction aspects or factors that the previous researchers and theorists identified.

Innovation process model: An integration of innovation costs, benefits and core competence

Innovation has been cited as the single most critical source of competitive advantage and enables firms to respond creatively to competitive threats and opportunities. That notwithstanding, innovation process has not been well developed and understood. This study aims at addressing this gap by scrutinizing four questions: (1) What costs need to be considered in innovation? (2) Under which innovation process model are the costs considered? (3) What benefits are available? and (4) What competencies are required for innovation? Answers to these questions will provide a valuable insight and a better understanding for successful innovation process. To achieve this, the paper proposes a framework to integratively map innovation stages, costs, benefits, and core competence for successful innovation to build sustainable competitive advantage. This study submits that until the costs, benefits and competencies for innovation are considered integratively, and mapped onto innovation stages, innovation and competitive advantage will suffer the consequence thereof.

The Role of Independent Value Creation, Value, and Trust on Banking Marketing Performance: Moderating Role of Gender

Research aims: The paper aims to examine independent value creation (IVC) and its implication on value, trust, and marketing performance (satisfaction and loyalty) in the banking sector in Indonesia. The research model was developed from the existing literature to show the relationship between IVC and marketing performance.Design/Methodology/Approach: A survey design was used in this investigation, and the questionnaire collected study data. The data were analyzed from 385 respondents selected by purposive sampling and taken from bank customers. PLS-SEM analysis was used for hypothesis testing, and multi-group analysis was performed for moderating testing.Research findings: The findings demonstrated a strong positive link between IVC and marketing performance – satisfaction and loyalty. It was also found that learning value and trust partially mediated the relationship. Moreover, gender moderated the relationship between IVC and customer satisfaction and trust.Theoretical contribution/Originality: This study provides an academic contribution to explaining IVC and its role in value, trust, and marketing performance. The impact of IVC is further demonstrated by the role of gender moderation, which contributes to the Service-Dominant Logic (S-D Logic) literature by providing additional context.Practitioner/Policy implication: The study suggests that managers should pay attention to what customers do independently in value creation. They should also alter their perspective of the source of competitive advantage by shifting to customer activities in finding bank services. Furthermore, the impact of IVC on satisfaction and trust needs to consider the role of gender.Research limitation/Implication: The sampling technique limited the generalization of findings, and IVC measurement needs to be explored in future research.

INFLUENCE OF SYSTEMATIC STRATEGIC PLANNING AND STRATEGIC BUSINESS INNOVATIONS ON THE FOREIGN ECONOMIC ACTIVITY OF ENTERPRISES

The article examines the theoretical and methodological aspects of the influence of systematic strategic planning and strategic business innovations on the foreign economic activity of enterprises. It was found that in a dynamic business environment, the ability of enterprises to quickly and effectively adapt is a critical success factor that requires a clear strategy. Thus, systematic strategic planning has grown to the point where its main value lies in helping businesses operate successfully in a dynamic and complex environment and navigate an increasingly unpredictable environment. It is justified that social, environmental and economic indicators are considered simultaneously as a whole, and not independently, as a means of conducting business through obtaining profit, promoting the efficiency of the enterprise, involvement in social harmony and environmental protection, which can help to find practical recommendations and theoretical foundations, that will help businesses grow, thrive and stay in business. It is substantiated that the top management of manufacturing small and medium-sized enterprises should realise the need for systematic strategic planning of foreign economic activity, which can lead to an improvement in sustainable productivity. In addition, since strategic business innovation is crucial for the sustainability of manufacturing enterprises and is a significant source of competitive advantage, additional attention should be paid to the development of an innovative culture within the enterprise. This indicates that these practices must exist for this culture to emerge. Thus, decision-makers must realise the added value potential of strategic business innovations and systematic practices of strategic planning of foreign economic activities of enterprises.

A Brief History of Service Innovation: The evolution of past, present, and future of service innovation

Service innovation emerged more than a decade ago and is considered as the main source of competitive advantage between the market and firms. Due to the growing attention to service innovation in recent years, this study investigates the phenomenon of service innovation in greater depth to understand how service innovation has emerged, evolved, and how it will potentially advance. Considering a systematic investigation, the foundational research areas and historical development of service innovation are explored by conducting a comprehensive performance analysis (qualitative and quantitative) employing 255 articles published in two periods between 1970 and 2021. The results revealed four distinguishable clusters with each showing different characteristics of the service innovation domain including: resource focus, process focus, solution focus, and actors’ focus. In particular, we analyse which research streams are related to service innovation and compare these themes over time. The findings show that the major themes in the first period (1992–2014) included innovation, customer, service, and product, while the second period (2014–2021) encompassed service, customer, value, and information as the main themes. This paper supports the assertion that service innovation has an interdisciplinary theoretical foundation and that the structure of the foundation of service innovation research changed significantly over time.

Challenges of Talent Retention: A Review of Literature

Talented employees are a source of competitive advantage for companies in today’s competitive world. Retaining them has been a challenge for most organisations. The objective of this study is to understand the challenges of retaining talented employees, by reviewing the relevant literature on talent retention. The study identifies that career growth, workplace well-being, competition within the industry, globalisation and the new employment landscape are the challenges of talent retention. This study will help organisations to understand the challenges, which will then guide them in having the right solutions to solving this issue, especially in today’s highly competitive environment and the new employment landscape.

Building Brand Platform for the Company in Horeca Sphere (Methodology, Research, Result)

The article presents methodology of the Marketing story agency and the author, which includes the algorithm for building brand platform for the promising project of the company in the horeca sphere. It is necessary to specify the notion of the term ‘brand platform’ for the sphere of services and public catering, to identify tasks and functions of using the brand platform in order to shape and maintain competitive advantages and promote the new company on the target market n Moscow. It is characterized as complicated and highly competitive, which explains the need to research thoroughly the sources of competitive advantages of the new project, changing customer requests and the essence of value offered to the market. To substantiate the concept of the brand platform the author proposes a scheme of company new project launch to the market, where the principle role is paid by stages of the research and goal-setting and it can also provide a basis for developing the brand platform. It is considered to form an ideological foundation of company business aimed at shaping and delivering value to customer. The brand platform of a new company can help elaborate a marketing program, which plans in detail and implements steps by elements of the marketing complex and could provide success for new project launch in horeca sphere on highly competitive market of Moscow.