A simultaneous examination of the effects of salesperson relationship-building activities and marketing activities on retail buyers' purchase decisions

Firms’ contemporary selling practices often not only demand that salespeople meet sales quotas, but also that they build strong, profitable relationships with customers. Given the belief that relationship-building activities can develop closer customer ties and improve sales performance, scholars have increasingly studied salesperson behaviors aimed at nurturing buyer-salesperson relations. However, while previous sales research has investigated the effects of a number of relational activities on performance outcomes in isolation, knowledge about their effectiveness in comparison to other important performance drivers is virtually absent. The present study provides some first theoretical and empirical insights into this research gap by simultaneously examining the role of specific salesperson relationship-building activities, and product-focused variables, in retail buyers’ new product purchase decisions. Following an extensive literature review, a two-part qualitative field study was conducted to explore salesperson relationship-building activities that are regarded as important by retail buyers. Two key relational behaviors were suggested by the customer-centric and retail industry-specific data; salesperson consultation (communication-based) and salesperson helping behavior (action-based). Drawing on this as well as extant literature, a conceptual framework was developed concerning the influences of these relationship-building activities and other product-focused factors on retail buyers’ new product acceptance. The study’s quantitative component contained a mail and web survey of U.S. retail buyers, resulting in a total dataset of 192 responses. After a comprehensive measure validation process, the theoretical hypotheses were tested using logistic regression analysis. Contrary to existing assertions, the results suggest that salesperson relationship-building activities themselves do not directly and/or indirectly influence purchase decisions, but instead can moderate the effects of product-focused determinants on retail buyers’ new product selections. Data on actual purchase decisions provide a high level of external validity to the findings. The study closes with a concluding discussion, including theoretical and managerial implications of the findings, limitations of the research, and directions for future inquiry

What exactly is Product Modularity? The answer depends on who you ask

'Product modularity' has recently experienced a significant increase in interest in the academic literature. While the concept of product modularity is used across a wide range of academic research areas, substantial variations exist in the ways in which the concept is described and interpreted. In this paper, I develop a framework to represent the similarities and differences that appear across these variations of the concept of product modularity. Next, through an extensive literature search I construct a set of 85 references representing the use of product modularity in the engineering and management literature over the past 30 years (1975–2006). With help of the framework I then analyze the use and interpretation of product modularity in every reference in the set. The analysis demonstrates that the product modularity concepts taken together really encompass a bundle of product characteristics rather than a single condition, and individual research areas exhibit certain preferences in which they define and operationalize product modularity. I conclude with some recommendations for future research. Overall, this paper strives to provide a vocabulary to improve cross-disciplinary understanding of product modularity

Learning Emergent Strategies Through Design Thinking

Peer Reviewedhttp://deepblue.lib.umich.edu/bitstream/2027.42/106805/1/drev10271.pd

The Power of Integrality: Linkages between Product Architecture, Innovation, and Industry Structure

A substantial literature stream suggests that many products are becoming more modular over time, and that this development is often associated with a change in industry structure towards higher degrees of specialization. These developments can have strong implications for an industry’s competition as the history of the PC industry illustrates. To add to our understanding of the linkages between product architecture, innovation, and industry structure we study an unusual case in which a firm – through decreasing its product modularity – turned its formerly competitive industry into a near-monopoly. Using this case study we explore how existing theories on modularity explain the observed phenomenon, and show that most consider in their analysis technological change in rather long-term dimensions, and tend to focus on efficiencyrelated arguments to explain the resulting forces on competition. Expanding on these theories we add three critical aspects to the theory construct that connects technological change and industry dynamics. First, we suggest re-integating as a new design operator to explain product architecture genesis. Second, we argue that a finer-grained analysis of the product architecture shows the existence of multiple linkages between product architecture and industry structure, and that these different linkages help explain the observed intra-industry heterogeneity across firms. Third, we propose that the firm boundary choice can also be a pre-condition of the origin of architectural innovation, not only an outcome of efficiency considerations

Economics of Materials Competition -Effects of Product Architecture Changes and the Level of Analysis

Introduction Current state of materials competition In the past materials competition has often compared similar designs made from different materials. Problem This standard approach often results in a part-by-part comparison omits specific advantages of various materials, both primary and secondary Research questions: What is necessary to allow a more comprehensive analysis of the competitive position of alternative materials? What role can changes of the product architecture play? How to think about future design/materials choices

Modularity and Commonality Research: Past Developments and Future Opportunities

Research on modularity and commonality has grown substantially over the past 15 years. Searching 36 journals over more than the past 35 years, I identify over 160 references in the engineering and management literature that focus on modularity or commonality in the product and process development context. Each of the references is analyzed along the dimensions subject, effect, and research method. The subjects of these studies have been products, processes, organizations, and even innovations, although the set of references shows a strong preference towards products. Similarly, a broad range of effects has been studied, albeit with the topic cost dominating all other effects. A variety of research methods has been applied to the study of modularity and commonality but the distribution of research methods differs substantially for modularity and commonality research. Despite the wealth of existing research, there are still significant opportunities for future research. In particular, studies that incorporate modularity and commonality’s multiple effects on various players along the supply chain, that combine multiple research methods, and that follow systems over time appear very promising

Three Perspectives on Modularity – A Literature Review of a Product Concept for Assembled Hardware Products

In recent years, modularity as a design strategy has received renewed interest. The term modularity, however, is often used to describe phenomena that are similar yet slightly different, for different products, and in different industries and contexts. Therefore, it is unclear whether there is a way to operationalize the concept of modularity across these different uses. This paper reviews the concepts of modularity used in the literature representing different thought worlds (engineering and management) and different occupations (academia and industry)

Rethinking the "mirroring" hypothesis: implications for technological modularity, tacit coordination, and radical innovation

Studies of the 'mirroring' hypothesis have demonstrated the relationships between technological modularity and explicit coordination, yet little is known about the 'mirroring' relationship between technological modularity and tacit coordination, and how the 'mirroring' relationship may affect radical innovation. This paper contributes to the 'mirroring' hypothesis by identifying the interaction mechanisms embedded in and surrounded over the mirroring relationships. Using survey data of 121 high-tech firms in China, our study indicates that technological modularity enhances interfirm tacit coordination between module-makers ('mirroring' hypothesis), and will also positively influence radical innovation ('outcome' hypothesis). Moreover, tacit coordination negatively moderates the impact of technological modularity on radical innovation ('interaction' hypothesis), indicating that the 'mirroring' relationship may offset the benefit obtained from modularization. It also suggests that, in a high-technology industry in underdeveloped areas, tacit coordination could lead to exposure of hidden knowledge, thus lowering module-makers' motivation for technology breakthrough

A fuzzy method for propagating functional architecture constraints to physical architecture.

International audienceModular product design has received great attention for about 10 years, but few works have proposed tools to either jointly design the functional and physical architectures or propagate the impact of evolutions from one domain to another. In this paper, we present a new method supporting the product architecture design. In new product development situations or in reengineering projects, system architects could use this method in the early design stages to predetermine cohesive modules and integrative elements and to simulate a domain architecture by propagating architecture choices from another domain. To illustrate our approach, we present an industrial case study concerning the design of a new automobile powertrain

An Integrative Design Framework for New Service Development

Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper proposes a new service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design thinking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the service brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary framework's efficacy is illustrated using a simplified telecom case example. © Springer International Publishing Switzerland 2014