Purposeful empiricism: how stochastic modeling informs industrial marketing research

It is increasingly recognized that progress can be made in the development of integrated theory for understanding, explaining and better predicting key aspects of buyer–seller relationships and industrial networks by drawing upon non-traditional research perspectives and domains. One such non-traditional research perspective is stochastic modeling which has shown that large scale regularities emerge from the individual interactions between idiosyncratic actors. When these macroscopic patterns repeat across a wide range of firms, industries and business types this commonality suggests directions for further research which we pursue through a differentiated replication of the Dirichlet stochastic model. We demonstrate predictable behavioral patterns of purchase and loyalty in two distinct industrial markets for components used in critical surgical procedures. This differentiated replication supports the argument for the use of stochastic modeling techniques in industrial marketing management, not only as a management tool but also as a lens to inform and focus research towards integrated theories of the evolution of market structure and network relationships

Enabling smart retail settings via mobile augmented reality shopping apps

Retail settings are being challenged to become smarter and provide greater value to both consumers and retailers. An increasingly recognised approach having potential for enabling smart retail is mobile augmented reality (MAR) apps. In this research, we seek to describe and discover how, why and to what extent MAR apps contribute to smart retail settings by creating additional value to customers as well as benefiting retailers. In particular, by adopting a retail customer experience perspective on value creation, analysing the content of MAR shopping apps currently available, and conducting large-scale surveys on United States smartphone users representing early technology adopters, we assess level of use, experiential benefits offered, and retail consequences. Our findings suggest that take-up is set to go mainstream as user satisfaction is relatively high and their use provides systematic experiential benefits along with advantages to retailers. Despite some drawbacks, their use is positively associated with multiple retail consequences. MAR apps are seen as changing consumer behaviour and are associated with increasingly high user valuations of retailers offering them. Implications for more effective use to enable smart retail settings are discussed

Dynamic capabilities to match multiple product generations and market rhythm

Purpose : The purpose of this paper is to provide greater insights to managers seeking to time properly the launches of innovative new products (NPs) across multiple generations. This paper aims to address the rhythm matching problem by developing a typology and a conceptual framework of the interaction between a firm’s technological readiness to launch NPs and a market’s receptivity in influencing a firm’s long-term performance. Design/methodology/approach –:Based on the new product development (NPD) and diffusion of innovation literatures, the paper develops a model explicitly to address the rhythm matching problem by highlighting the interaction between a firm’s technological readiness to launch new products and a market’s receptivity in influencing a firm’s long-term performance. The logic of this model may be described as follows: long-term performance is a function of matching: products to customer needs, marketingmix dynamics to customer segments and buying behavior dynamics, and logistics, supply chain management, and inventory to market dynamics and financial efficiency; uncertainty in: knowledge of needs, market segments and their dynamics, and market dynamics is all a function of time, as is financial efficiency. Therefore, a firm’s long-term performance is a function of these matches over time. Findings : Deriving from the proposed model and typology, it was found that in independent rhythm windows, the management focus is on a single generation and each successive generation can be planned independently. In market- imposed windows, firms aim at adapting their own NP readiness rhythm to the market receptivity rhythm. In firm-imposed windows, firms have the initiative to drive the market receptivity rhythm. In dynamically resultant windows, everything is more complicated because firms’ NP readiness rhythm and market receptivity rhythm influence each other. Originality/value : The model and typology developed in this paper are a breakthrough result of synthesizing various traditions of NPD and diffusion of innovation research. It is believed that the paper provides a rich conceptual framework drawing together extant research on the development and introduction of new products. The framework is intended both to explicitly inform managers of the importance of rhythm matching as well as to the factors that influence such matching. It is also intended to provide a lens with which further research can be directed to increase the efficiency and effectiveness of resource utilization in NPD and the long- term success of the firms

Google popular times : towards a better understanding of tourist customer patronage behavior

This paper aims to investigate actual tourist customer visiting behavior with behavioral data from Google Popular Times to evaluate the extent that such an online source is useful to better understand, analyze, and predict tourist consumer behaviors. Following six hypotheses on tourist behavior, a purpose-built software tool was developed, pre-tested, and then used to obtain a large-scale data sample of 20,000 time periods for 198 restaurants. Both bi-variate linear regression and correlation analyses were used for hypothesis testing. Support was established for the hypotheses, through an analysis of customer reviews, timing effects, the number of pictures uploaded, and price segment information provided by tourists to a given restaurant. Also, a relationship to average duration time was found to be positive. The findings demonstrate that data provided through Google Popular Times matches theoretical and logical assumptions to a high degree. Thus, the data source is potentially powerful for providing valuable information to stakeholders (e.g., researchers, managers, tourists). This paper is the first to both conceptually and empirically demonstrate the practicality and value of Google Popular Times to better understand, analyze, and predict tourist consumer behaviors. Value is thereby provided by the potential for this approach to offer insights based behavioral data. Importantly, until now such an approach to gathering and analyzing this volume of actual customer data was previously considered far less practical in terms of time and expense

An extension of the benefit segmentation base for the consumption of organic foods : a time perspective

Benefit segmentation is a long-standing marketing approach that emphasises the ‘what’ and ‘how’ dimensions of consumer benefits; that is, what benefits consumers perceive in product/service consumption, and how such benefits are perceived. This research proposes a fresh time-based approach to benefit segmentation – namely, focusing on the ‘when’ element or when in time benefits take effect. Drawing upon a survey of UK consumers, it explains and discusses consumption motivations through examining antecedents of temporally dominated benefits in application to organic food. Specifically, the study investigates why some consumers predominantly seek present-based benefits vis-à-vis future-based benefits or vice versa in organic food purchase and consumption behaviour. Using correlation and regression analyses, the research findings establish significant associations of level of involvement, prior knowledge level, and product usage level, and some association of time orientation with the temporally emphasised consumption benefits consumers ultimately pursue. Overall, the research highlights the added contribution of a time perspective in a benefit segmentation approach which can assist marketers in understanding better and communicating more effectively with consumers through drawing up consumer profiles based on when in time their dominantly pursued benefit for an offering is perceived to take effect

A virtual reality and retailing literature review: Current focus, underlying themes and future directions

This literature review reveals the current research focus, underlying themes and prominent research gaps in the Virtual Reality (VR) literature. 89 journal articles from the 22 years are thematically analysed in order to non-obvious reveal interconnections and themes, including research focus over time and underlying themes by research discipline. Over half of all papers focus on the need to understand the VR shopping consumer, yet no consensus exists as to what the optimal experience is or how to design effective v-Commerce stores. The most prominent research gaps are related to the unique HCI aspects in v-Commerce that influence shopping behaviours. The impact of this review is establishing the current challenges and future directions for academia in order to make v-Commerce a viable reality. Specifically, future research should focus on develop human factor theory in VR shop design (i.e. social dimension, eye-tracking etc.)

Frequency drift in MR spectroscopy at 3T

Purpose: Heating of gradient coils and passive shim components is a common cause of instability in the B-0 field, especially when gradient intensive sequences are used. The aim of the study was to set a benchmark for typical drift encountered during MR spectroscopy (MRS) to assess the need for real-time field-frequency locking on MRI scanners by comparing field drift data from a large number of sites.Method: A standardized protocol was developed for 80 participating sites using 99 3T MR scanners from 3 major vendors. Phantom water signals were acquired before and after an EPI sequence. The protocol consisted of: minimal preparatory imaging; a short pre-fMRI PRESS; a ten-minute fMRI acquisition; and a long post-fMRI PRESS acquisition. Both pre- and post-fMRI PRESS were non-water suppressed. Real-time frequency stabilization/adjustment was switched off when appropriate. Sixty scanners repeated the protocol for a second dataset. In addition, a three-hour post-fMRI MRS acquisition was performed at one site to observe change of gradient temperature and drift rate. Spectral analysis was performed using MATLAB. Frequency drift in pre-fMRI PRESS data were compared with the first 5:20 minutes and the full 30:00 minutes of data after fMRI. Median (interquartile range) drifts were measured and showed in violin plot. Paired t-tests were performed to compare frequency drift pre- and post-fMRI. A simulated in vivo spectrum was generated using FID-A to visualize the effect of the observed frequency drifts. The simulated spectrum was convolved with the frequency trace for the most extreme cases. Impacts of frequency drifts on NAA and GABA were also simulated as a function of linear drift. Data from the repeated protocol were compared with the corresponding first dataset using Pearson's and intraclass correlation coefficients (ICC).Results: Of the data collected from 99 scanners, 4 were excluded due to various reasons. Thus, data from 95 scanners were ultimately analyzed. For the first 5:20 min (64 transients), median (interquartile range) drift was 0.44 (1.29) Hz before fMRI and 0.83 (1.29) Hz after. This increased to 3.15 (4.02) Hz for the full 30 min (360 transients) run. Average drift rates were 0.29 Hz/min before fMRI and 0.43 Hz/min after. Paired t-tests indicated that drift increased after fMRI, as expected (p &lt; 0.05). Simulated spectra convolved with the frequency drift showed that the intensity of the NAA singlet was reduced by up to 26%, 44 % and 18% for GE, Philips and Siemens scanners after fMRI, respectively. ICCs indicated good agreement between datasets acquired on separate days. The single site long acquisition showed drift rate was reduced to 0.03 Hz/min approximately three hours after fMRI.Discussion: This study analyzed frequency drift data from 95 3T MRI scanners. Median levels of drift were relatively low (5-min average under 1 Hz), but the most extreme cases suffered from higher levels of drift. The extent of drift varied across scanners which both linear and nonlinear drifts were observed.</p

Late mover

Late Mover Also called a late follower or a later market entrant, a late mover is a firm that enters a market some time after both the market pioneer(s) and after early follower firms. While there are no set guidelines in terms of the passage of chronological time that clearly differentiate late movers from early movers, it is generally acknowledged that late-mover firms enter markets characterized by significant numbers of existing competitors and, as such, the markets are often relatively mature in terms of growth rate. Kodak, for example, was labeled a very late mover in the inkjet printer market when the company decided to enter this market with its own brand of inkjet printer many years after numerous other firms had established strong footholds in the market

Time-of-day services marketing

Purpose – The purpose of this paper is to synthesize, organize, and discuss multidisciplinary research influential to a service firm's use of a cyclical time-based marketing approach that may be aptly termed time-of-day services marketing, to introduce a general process and framework to assist in the evaluation of its strategic use, and to present areas in need of future research. Design/methodology/approach – Objectives are achieved via conceptual analysis and a synthesis and organization of the relevant multidisciplinary literature. Findings – The paper finds that the principal benefits to service firms of adopting a time-of-day services approach in varying degrees are that it is able to assist the firm in offering multiple, unique value-propositions, providing superior contextual value to the customer, enhancing customer perceptions of value in relation to their needs, and supporting the firm's pursuit of a sustainable competitive advantage in its services. Practical implications – Time-of-day services marketing is a viable approach for some firms but is not a strategy to be pursued by all firms. Service industry executives and managers should carefully weigh its adoption in terms of an overarching framework to identify the best services strategy for their marketing and business objectives. Originality/value – Time-of-day services marketing has received little strategic attention in the services marketing literature. Furthermore, there is no good, published source of guidance to help service industry executives and managers make decisions about the extent that such an approach may present opportunities for value creation and competitive advantage. This paper addresses these voids by providing and discussing a comprehensive set of multi-disciplinary factors, process, and framework that facilitate its evaluation for strategic adoption. Theoretically, the research contributes to the body of services marketing knowledge by altering the services marketing view of the “day” to be one that can be increasingly examined as less-constant in terms of many service-relevant individual and social behaviors, more systematically varying, and increasingly explainable on biological/physiological, sociological and/or psychological bases which are ultimately highly relevant to services marketers

New product introduction : follower firm timing behaviour

A multidisciplinary perspective is taken to the analysis of data upon the follower firm timing behaviour of 99 “non-pioneering” firms introducing low fat products into U.S. food markets, encompassing extant approaches in marketing, economic and managerial literatures. The payoffs to followers are considered to be related to demand growth, the extent of competition, early mover advantages, firm characteristics, and risk and entry cost reductions. The propensity of firms to react to these potential payoffs is considered as involving four sequential stages and determined by organisational characteristics. The findings suggest: (i) follower firms vary in the rate at which they ultimately move through each and all of the stages identified; (ii) there is evidence that firm characteristics, time and previous entry (although not simply) impact upon the speed of market entry by firms reflecting the various influences on payoffs identified; and (iii) speeds of reaction are related to firms’ abilities to internalize external market developments