Indispensable components of creativity, innovation, and FMCG companies' competitive performance: a resource-based view (RBV) of the firm

Purpose A total of 210 valid paper-and-pencil questionnaires were received from fast-moving consumer goods/small and medium-sized enterprises (FMCG-SMEs) to empirically test the proposed model. Structural equation modelling approach was performed to assess the model fit, measurement and structural models for exogenous and endogenous constructs, and test of nonlinearity. Design/methodology/approach In the hyper-competitive world, while the essence of strategy making is often focussed on environmental and market-based analysis or the structure of the market, the important role of resources and capabilities in determining firm performance and overall strategy formulation within SMEs begs attention. Grounded in the resource-based view (RBV) of the firm, organisational improvisation theory and componential theory of creativity, the purpose of this research is to look beyond the determinants of creativity, innovation and proposes a theoretical model investigating organisations formative performance in strategy formulation. Findings The results imply that intrinsic motivation, extrinsic motivation, creativity-related processes and expertise as the firm's capabilities positively influence improvisational creativity, and creativity-related processes and expertise also positively impact on compositional creativity. Surprisingly, intrinsic and extrinsic motivations are not conducive to compositional creativity, and the relationships between extrinsic motivation and improvisational creativity as well as improvisational creativity and performance are nonlinear. Furthermore, both improvisational creativity and compositional creativity are found to be predictors of innovation in FMCG-SMEs. Practical implications Thus, organisations and specifically FMCG-SMEs can increase the level of improvisational creativity if they formulate strategies to motivate employees both intrinsically and extrinsically, and further, they can boost the level of compositional creativity in their companies through hiring and nurturing experts. Originality/value Less attention has been paid to motivation, creativity, innovation, performance and strategy linkages as the prominent source of competitive advantages among FMCG-SMEs, especially in developing countries. Theoretically, through introducing extrinsic motivation as the predictors of improvisational creativity and innovation, from strategic management perspectives, the empirical findings of this research illustrate that resources and capabilities (RBV) lead to improved competitive performance within the FMCG-SMEs. This study also provides empirical evidence for the nonlinear nature of the relationship between motivation and creativity

Ads in gaming apps: Experiential value of gamers

Even though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers in respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with “experiential value of gamers through ads in gaming apps” as well as investigating its antecedents (cognitive and affective involvement) and consequences (positive word of mouth and intention to continue playing the mobile game). A total of 600 valid responses from gamers was used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity. This study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way. This study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time

Indispensable components of creativity and innovation, on FMCG companies’ competitive performance: A Resource-Based View (RBV) of the firm

Purpose- In the hyper competitive world, while the essence of strategy making is often focussed on environmental and market-based analysis or the structure of the market, the important rôle of resources and capabilities in determining firm performance and overall strategy formulation within Small and Medium-sized Enterprises (SMEs) begs attention. Grounded in the resource-based view (RBV) of the firm, organisational improvisation theory, and componential theory of creativity, the purpose of this research is to look beyond the determinants of creativity, innovation and proposes a theoretical model investigating organisations formative performance in strategy formulation. Design/methodology/approach- A total of 210 valid paper-and-pencil questionnaires were received from Fast Moving Consumer Goods/Small and Medium-sized Enterprises (FMCG-SMEs) to empirically test the proposed model. Structural equation modelling approach was performed to assess the model fit, measurement and structural models for exogenous and endogenous constructs, and test of nonlinearity. Findings- The results imply that intrinsic motivation, extrinsic motivation, creativity-related processes, and expertise as the firm’s capabilities positively influences improvisational creativity; and creativityrelated processes and expertise also positively impacts on compositional creativity. Surprisingly, intrinsic and extrinsic motivations are not conducive to compositional creativity and the relationships between extrinsic motivation and improvisational creativity as well as improvisational creativity and performance are nonlinear. Furthermore, both improvisational creativity and compositional creativity are found to be predictors of innovation in FMCG-SMEs. Practical implications- Thus, organisations and specifically FMCG-SMEs can increase the level of improvisational creativity if they formulate strategies to motivate employees both intrinsically and extrinsically and further, they can boost the level of compositional creativity in their companies through hiring and nurturing experts. Originality/value- Less attention has been paid to motivation, creativity, innovation, performance and strategy linkages as the prominent source of competitive advantages among FMCG-SMEs especially in developing countries. Theoretically, through introducing extrinsic motivation as the predictors of improvisational creativity and innovation, from strategic management perspectives, the empirical findings of this research illustrate that resources and capabilities (RBV) lead to improved competitive performance within the FMCG-SMEs. This study also provides empirical evidence for the nonlinear nature of the relationship between motivation and creativit

Marketing digital: .

National audienceLes technologies digitales influencent le comportement du consommateur, qui devient hyperconnecte´. Qu’elles soient pure player ou click-and-mortar, les entreprises doivent adapter leurs strate´gies et leurs actions de marketing digital pour recruter et fide´liser les clients, en exploitant les comple´mentarite´s des diffe´rents moyens de communication digitaux dans une optique d’inbound marketing.Cette nouvelle e´dition met en avant les nouvelles modalite´s du digital (intelligence artificielle, Internet des Objets, impression 3D...) qui bouleversent les politiques marketing et contribuent a` créer de nouveaux mode`les e´conomiques

Marketing digital: .

National audienceLes technologies digitales influencent le comportement du consommateur, qui devient hyperconnecte´. Qu’elles soient pure player ou click-and-mortar, les entreprises doivent adapter leurs strate´gies et leurs actions de marketing digital pour recruter et fide´liser les clients, en exploitant les comple´mentarite´s des diffe´rents moyens de communication digitaux dans une optique d’inbound marketing.Cette nouvelle e´dition met en avant les nouvelles modalite´s du digital (intelligence artificielle, Internet des Objets, impression 3D...) qui bouleversent les politiques marketing et contribuent a` créer de nouveaux mode`les e´conomiques

Impact of e-Service Quality on Satisfaction and Loyalty Intentions: Differences between Buyers and Visitors

Past researchers have studied the links between electronic service quality and satisfaction and/or loyalty intentions without differentiating between visitors and buyers. This paper presents some results relating to this differentiation. Based on an online questionnaire administered to 1,557 clients of two leading French e-commerce Websites specialized in online travel and electronic and cultural goods, the results highlight that electronic service quality dimensions (Reliability, Security/Privacy, Ease of Use and Design) could explain Satisfaction, Word-of-Mouth, Visiting and Buying Intentions. Security/Privacy and Ease of Use are important dimensions for converting visitors into buyers. In order to improve online conversion rates, Websites should focus on these dimensions