Host country contingencies on knowledge protection strategies of multinational firms : bring a knife to a gunfight?

International knowledge spillovers, especially through multinational companies (MNCs), have recently been a major topic of the academic and management discussion. However, most studies treat MNC subsidiaries as relatively passive actors without clear knowledge protection strategies. The goal of this study is to extend this stream of research by investigating both market-based (e.g. secrecy, lead time) as well as legal knowledge protection strategies (e.g. patents, trademarks) of MNC subsidiaries. We argue that these strategies are not independent from the opportunities and challenges of the host country. We suggest that the host country leadership status influences the choice of knowledge protection strategies along two major dimensions: geographical and industry strength of host country firms. We test our hypotheses for a broad sample of more than 1,500 firms in Germany. The results indicate that legal forms of knowledge protection are used more restrictively if the host country geographical environment is technologically leading while technological leadership of host country competitors within the industry leads to less restrictive market-based knowledge protection strategies. We develop management recommendations based on these trade-offs between reliable knowledge protection and the need for reciprocity in exchanging knowledge

RIO Country Report 2017: Germany

The R&I Observatory country report 2017 provides a brief analysis of the R&I system covering the economic context, main actors, funding trends & human resources, policies to address R&I challenges, and R&I in national and regional smart specialisation strategies. Data is from Eurostat, unless otherwise referenced and is correct as at January 2018. Data used from other international sources is also correct to that date. The report provides a state-of-play and analysis of the national level R&I system and it's challenges, to support the European Semester.JRC.B.7-Knowledge for Finance, Innovation and Growt

Effects of Likeability Dynamics on Consumers' Intention to Share Online Video Advertisements

Understanding how consumer evaluations of online advertisements affect their intention to share advertising content online is essential for successful viral advertising. This article examines consumer decisions whether or not to share video advertisements, in particular the role of their moment-to-moment likeability of the online ad. The study uses a theoretical memory-based framework of temporal sequence effects and unique data for 120 advertisements and more than 43,000 consumer evaluations. The authors find that high likeability at the beginning and the end of a video advertisement is important, though consistent with the memory-based framework, the ending effect is greater. A linear trend in likeability does not influence viral potential, but variance in likeability evaluations (the rollercoaster effect) has positive effects on an advertisement's virality. The moment-to-moment effects are mediated by the overall liking for an online video advertisement. Interestingly, the beginning, end and peak effects influence the viral potential even after controlling for the overall liking. The difference of the peak moment becomes important only when controlling for the overall liking, whereas the direct peak and the rollercoaster effects are suppressed by the overall liking. (C) 2016 Direct Marketing Educational Foundation, Inc., dba Marketing EDGE. All rights reserved

Protecting knowledge: How legal requirements to reveal information affect the importance of secrecy

Most firms use secrecy to protect their knowledge from potential imitators. However, the theoretical foundations for secrecy have not been well explored. We extend knowledge protection literature and propose theoretical mechanisms explaining how information visibility influences the importance of secrecy as a knowledge protection instrument. Building on mechanisms from information economics and signaling theory, we postulate that secrecy is more important for protecting knowledge for firms that have legal requirements to reveal information to shareholders. Furthermore, we argue that this effect is contingent on the location in a technological cluster, on a firm’s investment in fixed assets and on a firm’s past innovation performance. We test our hypotheses using a representative sample of 683 firms in Germany between 2005 and 2013. Our results support the moderation effect of a technological cluster and a firm’s investment in fixed assets. Our findings inform both academics and managers on how firms balance information disclosure requirements with the use of secrecy as a knowledge protection instrument

Investigating Research Streams of Conjoint Analysis: A Bibliometric Study

Conjoint analysis (CA) is one of the most important methods for preference elicitation. In this paper we investigate the intellectual structure within the conjoint analytical research community. Analyses based on single papers provide a method-based overview of streams of conjoint research. By using novel bibliometric techniques in this field we complement findings of existing reviews. We use co-citation and factor analysis of the most cited articles in SSCI to identify the most important articles and research streams. Seven research streams are revealed which are visualized by means of multidimensional scaling. Tables and graphics reveal the disciplinary affiliations of contributors to CA, the special structure within the classes as well as links between them

Multinational Subsidiary Knowledge Protection - Do Mandates and Clusters Matter?

International knowledge spillovers, especially through multinational companies (MNCs), have recently been a major topic of academic and management debate. However, most studies treat MNC subsidiaries as relatively passive actors. We challenge this assumption by investigating the drivers of knowledge protection intensity of MNC subsidiaries. We argue that knowledge protection intensity is determined by MNC subsidiary mandates and by opportunities and risks originating from the host region. We hypothesize that not just competence-creating but also competence-exploiting mandates increase knowledge protection intensity. In addition, technological cluster regions in the host country can be expected to provide opportunities for knowledge sourcing and MNC subsidiaries may be willing to protect knowledge less intensively to participate in cluster networks. We test our hypotheses using a dataset of 694 observations of 631 MNC subsidiaries in Germany and develop recommendations for research, managers and policy makers

Customer segmentation revisited: The case of the airline industry

Although the application of segmentation is a topic of central importance in marketing literature and practice, managers tend to rely on intuition and on traditional segmentation techniques based on socio-demographic variables. In the airline industry, it is regarded as common sense to separate between business and economy passengers. However, the simplicity of this segmentation logic no longer matches the ever more complex and heterogeneous choices made by customers. Airline companies relying solely on flight class as the segmentation criterion may not be able to customize their product offerings and marketing policies to an appropriate degree in order to respond to the shifting importance and growing complexity of customer choice drivers, e.g. flexibility and price as a result of liberalization in the airline industry. Thus, there is a need to re-evaluate the traditional market segmentation criterion. By analyzing the stated preference data of more than 5800 airline passengers, we show that segmenting into business and leisure (a) does not sufficiently capture the preference heterogeneity among customers and (b) leads to a misunderstanding of consumer preferences. We apply latent class modeling to our data and propose an alternative segmentation approach: we profile the identified segments along behavioral and socio-demographic variables. We combine our findings with observable consumer characteristics to derive pronounced fencing mechanisms for isolating and addressing customer segments receptive for tailored product packages

The Social Dilemma in Fighting COVID-19 - Diss. BV

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