Listen to the market: Do its complexity and signals make companies more innovative

This paper analyzes four modes of innovation that differ in their scope of newness – innovation generation and adoption–, and in their degree of change –radical and incremental innovations. Building a theoretical model based on the Market Orientation (MO) and contingency theory literatures and utilizing a unique sample of innovating firms, we find that MO positively influence the number incremental generation and adoption of innovations. We also find that environmental complexity moderates the relationship between MO and radical and incremental innovation generation and adoption. That is, we have found that high environmental complexity enhances the introduction of radical and incremental internally generated innovations and harms the introduction of incremental innovation adoptions for market oriented firm. These findings add to the innovation and MO literatures. Our results also have important implications for both commercial activities and R&D policies adopted by firms.taking place in this sector enhances its potential as a showcase for processes of anticipation and adaptation to the environment. In addition, the paper aims to shed some light on the question of whether strategy potentially moderates the MO-performance link. Finally, the principal implications of our findings are discussed.Market orientation, environmental complexity, innovation

Estudio y análisis de las relaciones proveedor-cliente: el caso de la Denominación de Origen (D.O.) Somontano

El establecimiento, desarrollo y mantenimiento de relaciones duraderas entre proveedores y clientes es una tendencia que cuenta cada día con mayor número de defensores. Gran número de autores soportan esta idea y que apuestan por la gestión de relaciones en detrimento de las clásicas transacciones de intercambio. Y todavía más en el contexto de los mercados industriales, donde tanto proveedor como cliente pueden conseguir beneficios mutuos fruto de este contacto permanente. Nuestro trabajo analiza este tipo de relaciones comerciales en el contexto de la industria agroalimentaria. Más concretamente, estudiamos el caso de la Denominación de Origen (D.O.) del Somontano.The establishment, development and maintenance of lasting relationships between suppliers and customers is a trend that has an ever greater number of defenders. Large number of authors support this idea of relationship management to the detriment of classic exchange transactions. And even more in the context of industrial markets, where both ,supplier and customer, can get mutual benefits of this permanent contact. Our work takes this kind of trade relations in the context of the food industry. More specifically, we study the case of the Designation of Origin (DO) Somontano

Towards a co-creation framework in the retail banking services industry: a cross-cultural analysis

An underlying theme in modern marketing is the notion that value is not solely created within the boundaries of the firm, it is created co-jointly with outside parties. This paper aims to study the outcomes of co-creation from a customer perspective. Specifically, it examines the effects of co-creation on customer satisfaction, loyalty and word-of-mouth (WOM) within the banking services industry. Furthermore, we consider potential differences between consumers from Spain and the UK, thus incorporating cross-cultural aspects in our research. The research demonstrates that firms should not only respond to the differences that exist within different cultural contexts and incorporate these in co-creation initiatives; more importantly, firms should undertake co-creation activities themselves as these can result in customers who are more satisfied, loyal to the company and more likely to carry out positive WOM, which can ultimately lead to new customers

Industria agroalimentaria y entorno rural : El caso de los productos del Somontano

Bibliografía: pp. 131-134

Propuesta de una escala para medir el grado de orientación al mercado de las cooperativas agroalimentarias españolas

El interés de este papel reside en el estudio de la orientación al mercado en un sector en el que la búsqueda del beneficio económico no es un factor prioritario: el sector cooperativista español. Como señala la legislación española, su objetivo es fundamentalmente la satisfacción de las necesidades de los socios cooperativistas, justificando de esta forma su pertenencia al sector no lucrativo. Este trabajo realiza la depuración de la escala de orientación al mercado propuesta por Kohli, Jaworski y Kumar (1993), adaptándola al contexto de las cooperativas vitivinícolas de Aragón (España). Con este propósito se realiza un exhaustivo análisis compuesto por una etapa de carácter exploratorio y otra en la que se realizaron análisis más robustos de tipo confirmatorio. Tras estos análisis queda demostrada la fiabilidad, dimensionalidad y validez de esta escala en dicho contexto específico.Sector Cooperativista, Orientación al Mercado, Validación de Escalas

Determining Factors Of Long-Term Orientation Of Firm-Supplier Relationships: An Empirical Analysis In The Context Of The Spanish Agro-Food Sector

In an increasingly competitive and dynamic economic environment, the establishment, development and maintenance of enduring relationships between suppliers and customers is critical for both agents, and represents an important source of competitive advantages for those companies able to manage them adequately. Taking as reference the perspective of the customer, we consider that it is important for them to always work with a group of suppliers that have demonstrated an ability to adapt to their specific needs and thereby to reduce the level of uncertainty associated with their supply function. The current work, which takes the Spanish agro-food sector as framework of reference, analyzes the importance of certain factors in the long-term orientation of these relationships

The role of social effects and perceived risk in driving profitable online customer interactions

The emergence of online channels has been of special relevance, as it has promoted a more active participation of consumers in the value creation process. In this study, we draw from the Stimulus-Organism-Response model to provide a theoretical understanding of the role played by two critical factors that drive online customer initiated interactions (OnCICs): social effects and perceived risk. In addition, we also investigate their consequences by establishing a direct link between these interactions and customer profitability. Merging longitudinal objective data with subjective data for a sample of 1,990 customers in the financial services and applying Partial Least Squares (PLS), the results reveal that social effects influence perceived risk. Perceived risk consequently promotes the development of OnCICs, while social effects reduce the need for such interactions. In addition, OnCICs help promote high-quality relationships and leads to higher performance

Looking for performance: how innovation and straregy may affect market orientation models

Despite 20 years of research into various aspects of the ‘Market Orientation’ (MO) construct, dubiety persists regarding the existence, nature and significancy of the relationship between market orientation and firm performance. In order to get more evidence some authors suggest including innovation in MO models. Debate also continues to examine whether organizational strategy is an antecedent or a consequence of MO, whilst some argue that strategy moderates the MO-performance relationship. Furthermore, there are sectors of industry and geographies where the phenomenon has received very little investigation, even of an exploratory nature. This study aims to explore the MO-performance relationship and to value the effect of innovation in MO-performance models in a sector where MO was virtually unknown: the Spanish real estate industry. The magnitude of the shifts taking place in this sector enhances its potential as a showcase for processes of anticipation and adaptation to the environment. In addition, the paper aims to shed some light on the question of whether strategy potentially moderates the MO-performance link. Finally, the principal implications of our findings are discussed.Market orientation, innovation, performance, strategy, real estate sector

Looking For Good International Partnerships: Bodegas Pirineos Ltd., A Case Study Within The Spanish Context

In an economic context increasingly more dynamic, complex, and globalized, those companies which are able to find first-rate business partnerships and to manage efficient relationships with them have a greater guarantee of success and profitability in their activity. Their products will get the desired standards of quality and firms will be able to distribute and to sell these products adequately. For local and national markets firms use to have enough knowledge, but their position will be more complicated if they decide to expand their business abroad. Capability and unawareness of the market structures, language are some of the most important limits for international expansion. In this context firms must dedicate resources to look for capable partnerships. Although trust or partnership image could be understood as key-factor for election, decisions involve greater risk and uncertainty. If selection is satisfactory firms will desire to build relationships with these partnerships and cooperation and commitment will arise. In other case, firms will look for other alternatives, when available. Furthermore, the smallest firms have fewer resources than bigger firms and, therefore, the management these situations could be more complicated: power-dependence relationships are unfavorable. Now wine is a fashionable product. Once local and national markets are mature, international markets are fundamental for the wineries expansion. But international distribution seems pretty complicated. While production must be near vineyards, consumption could be localized wherever consumers are. Firms do not have enough resources to distribute their production directly, and peculiarities of each country or region must to be considered: legal aspects, languageBig international wine distribution use to be controlled by few and powerful enterprises in each country, while small and specialized distributors have fewer scope. Therefore, dependence relationships for wineries could arise. This paper, by analyzing a specific Spanish case, Bodega Pirineos Ltd., identifies those factors that a Small and Medium Enterprise (SME) company assesses when choosing and deciding on building up a relationship with a specific international partnership that distributes its products. Sometimes distributors are understood as suppliers of services. Image, trust, communication, and cooperation are considered as prior elements, while commitment arises when relationships are satisfactory. When partnerships do not satisfy our firm, new alternatives are looked for. But if there is no more alternatives and Bodega Pirineos depends on this partnership it uses to maintain the relationship hopping new options arise. Some implications for other wineries or other SMEs firms could be derived from this paper

Gestión estratégica de una cartera de clientes industriales en un contexto relacional

Este trabajo pretende mostrar la importancia que, en el contexto de los mercados industriales, tiene una buena gestión de la cartera de clientes. Las peculiaridades propias de estos mercados, así como la tendencia general de la disciplina del marketing, parecen recomendar la creación, desarrollo y mantenimiento de relaciones de intercambio estables y duraderas, ofreciendo soluciones individualizadas a las necesidades concretas de cada cliente. Sin embargo, las empresas también tienen clientes que no resultan interesantes desde el punto de vista de rentabilidad.KUTXA; Vicerrectorado de Campus de Gipuzkoa de la UPV/EH