Brand Information Mitigating Negative Shocks on Animal Welfare: Is It More Effective to “Distract†Consumers or Make Them Aware?

To create and sustain a competitive advantage in markets that increasingly value animal welfare attributes, meat companies need to meet public and private production standards while communicating to final consumers through their brands. Data are collected from a representative sample of 460 U.S. residents through an on-line experiment on McDonald’s chicken breast sandwiches and analyzed with Latent Growth Modeling. This study assesses which content of positive brand information effectively mitigates the risk of negative information shocks on animal welfare. On average, brand information has the same positive impact on consumers’ beliefs and attitudes, regardless of whether it is related or unrelated to animal welfare. However, there is strong market segmentation in terms of consumers’ response when exposed to brand information, suggesting that brand managers would benefit from tailoring brand information according to consumers’ age, education, gender and income.animal welfare, brand, information, consumer behavior, multivariate statistics, Agribusiness, Livestock Production/Industries, Q1,

Unfortunately The Introduction Of Our New Product Will Be Delayed: An Exploratory Examination Of Factors That Influence A Firm To Announce Changes In Its New Product Plans

New product preannouncement research investigates formal and deliberate communications by a firm regarding its future new product introductions (e.g., types of new products, new product attributes, plans for distribution, planned launch date). However, previous studies have primarily focused on communication related to the firm’s intent to introduce a new product and largely ignored communications regarding changes in their status, such as launch delays as well as cancellation of the new product introduction. The goal of this study is to address this shortfall by examining antecedents factors  influencing a preannouncing firm (i.e., one that preannounces its new products) to also announce changes in to its new product introduction plans (NPCs); specifically, delays in the introduction of a new product or its cancellation. This topic is particularly relevant given the importance that recent studies have placed on the investigation of false new product preannouncements or bluffs, especially in the software industry where they are termed vaporware.  Furthermore, in the wake of the many recent high-profile corporate scandals (e.g., Enron and Tyco), a growing emphasis on corporate disclosure, particularly regarding performance shortfalls (e.g., new product delays and cancellations), also highlights the need for further research on corporate communication regarding changes to new product introduction plans.  Additionally, unlike most extant preannouncement research that attempts to examine differences between preannouncers and non-preannouncers, our study only examines firms that preannounce their new product introductions and then, goes further, by examining post-preannouncement behavior. In developing our framework, we propose five antecedents that motivate a preannouncing firm’s propensity, when the situation arises, to issue announcements regarding delays in a new product introduction or its cancellation. Additionally, we highlight the use of NPCs as strategic marketing communication tools that can continually inform and influence a wide range of target audiences (e.g., buyers, employees, supply chain participants, investors, and business media). The hypotheses are tested via factor score regression with a sample of 221 U.S. – based manufacturers. Our findings indicate that it is not the firm’s desire to communicate in a general sense through information sharing nor its concerns regarding competitors that motivates preannouncing firms to issue NPCs. Instead, the preannouncing firm’s desire to build its reputation, the innovativeness of its industry, and the degree to which buyers must make substantial pre-purchase investments are the main drivers of communication regarding changes to its new product introduction plans. As a set, these findings are particularly interesting as they indicate that the preannouncing firm’s desire to reduce uncertainty, often in its own favor, underlies its decision to issue NPCs

Common Beliefs and Reality About PLS: Comments on Ronnkko and Evermann (2013)

Henseler, J., Dijkstra, T. K., Sarstedt, M., Ringle, C. M., Diamantopoulos, A., Straub, D. W., Ketchen Jr., D. J., Hair, J. F., Hult, G. T. M., & Calantone, R. J. (2014). Common Beliefs and Reality About PLS: Comments on Ronnkko and Evermann (2013). Organizational Research Methods, 17(2), 182-209. https://doi.org/10.1177/1094428114526928This article addresses Rönkkö and Evermann’s criticisms of the partial least squares (PLS) approach to structural equation modeling. We contend that the alleged shortcomings of PLS are not due to problems with the technique, but instead to three problems with Rönkkö and Evermann’s study: (a) the adherence to the common factor model, (b) a very limited simulation designs, and (c) overstretched generalizations of their findings. Whereas Rönkkö and Evermann claim to be dispelling myths about PLS, they have in reality created new myths that we, in turn, debunk. By examining their claims, our article contributes to reestablishing a constructive discussion of the PLS method and its properties. We show that PLS does offer advantages for exploratory research and that it is a viable estimator for composite factor models. This can pose an interesting alternative if the common factor model does not hold. Therefore, we can conclude that PLS should continue to be used as an important statistical tool for management and organizational research, as well as other social science disciplines.publishersversionpublishe

When to Outsource the Sales Force for New Products

Executives and researchers continue to seek factors that lead to new product success. While prior research has suggested that outsourcing the selling function can help make the innovation process leaner and limit future liability, outsourcing can also pose risks in terms of safeguarding both customer relationships and confidential innovation capabilities. Moreover, examining the effects of outsourcing has been identified as a key research priority in recent marketing literature. Thus, using privileged access to managers in the biochemical industry, we employed a multi-group analysis of 229 new products to investigate the effect of outsourcing the sales force on new product success. Our empirical results demonstrate that outsourcing the sales force moderates the relationship between new product superiority and customer meaningfulness such that the relationship is stronger when outsourcing is employed; however, outsourcing the sales force moderates the relationship between new product good value and customer meaningfulness such that it is weaker when outsourcing is employed. These findings suggest that outsourcing may serve as a signal of added risk for customers. Thus, the decision to outsource the sales force should be made based upon customer needs and the characteristics of the new product

Does Equity-Based Compensation Motivate Executives to Build Strong Brands?

To defeat myopic brand management, we need to understand better what motivates executives to invest in brand building. Drawing from agency theory, we argue that a better alignment of executivesʻ and shareholdersʻ interests can help. Tests using longitudinal compensation data of chief executive officers (CEO) from 123 public firms suggest that decreasing the sensitivity of CEOʻs Equity-Based Compensation (EBC) to the firmʻs stock price and increasing its sensitivity to the firmʻs stock return volatility are associated with higher brand equity. Weak governance somewhat offsets these effects. Moreover, we find that the impact of EBC on brand equity is partially mediated through the firmʻs strategic emphasis. Our research highlights the importance of understanding managerial incentives as drivers of brand equity

Flanking in a price war

Le texte intégral de ce document de travail n'est pas disponible en ligne. Une copie papier est disponible à l'Annexe de la bibliothéque. Effectuez une recherche par titre dans le catalogue pour réserver le document. // The full text of this working paper is not available online. A print copy is available in the Library Annex. Search by title in the catalogue to request the paper

Price Bundling in Public Recreation

This Article Examines the Use of Price Bundling as a Marketing Technique for Recreation Services. the Use of Conjoint Analysis Allows the Researcher to Determine Consumers\u27 Part-Worth Utilities for Various Service Attributes. This Information Can Then Be Used to Design a Service Bundle or Package and Determine the Price to Be Charged. This Approach to Service Design is Applied to an Actual Case Involving the Visitor Accommodations at a State Department of Parks. Consumers Are Segmented in Order to Enhance the Analysis and Provide Management with More Useful Information. the Limitations of the Study and Methodology Are Discussed Along with Strategic Implications for Park Managers. Finally, Suggestions Are Provided for Future Research in This Area. © 1990 Taylor & Francis Group, LLC