A Contingency Approach to Marketing MIX Adaptation, and Performance in International Marketing Relationships

In this research, the authors extend a contingency perspective of international marketing in an exporting context by considering how internal and external forces of the firm explain adaptation of the marketing mix in export markets. The impact of marketing strategy adaptation and past performance satisfaction on current period satisfaction with performance is also considered. A survey of over 500 export managers indicates that external forces play a greater role in explaining marketing strategy adaptation than do internal forces. Moreover, satisfaction with performance improvement in the current year is affected (i) directly by the internal forces of the firm, (ii) indirectly by external forces, and (iii) both directly and indirectly by satisfaction with the preceding year’s export performance. Implications for the management of exporting relationships also are discussed.N/

Leveraging Internet Technologies In B2B Relationships

Why is it that two firms can use the Internet in the same way (e.g., to reach new customers) and achieve very different outcomes? How can firms better allocate and subsequently leverage the investments they make in Internet technologies? This article shows that e-commerce technologies cannot be successfully leveraged without considering the organizational relationships in which the technologies are being embedded. By properly matching the B2B context with Internet technologies, firms can be in a better position not only to achieve significant economic outcomes, but also to attain sustainable competitive advantages, improve coordination and collaboration processes, and decrease channel resistance

"Pie-Sharing" in Complex Collaboration Contexts

Recently, there has been a growing interest in the development of collaborative relationships between organizations. Much attention has been given to how organizations ‘expand the pie’ of benefits between them; however, there is little that addresses the ensuing issue – how organizations divide the expanded pie. This research examines the relational impact of pie sharing in complex collaboration contexts marked by uncertainty in resources and outputs, information asymmetries, intangible aspects, and noncomparable factors and processes. A conceptual framework is developed that examines how the use of equity and equality sharing principles in conjunction with various resource and organizational conditions can be used to systematically impact relational outcomes. Survey results of 300 R&D managers, scientists, and engineers indicate that sharing principles can have a positive or negative effect on the relationship depending on the type of sharing principle used, and the characteristics of the resources and organizations. In particular, sharing processes should be responsive to the goals of the collaboration. The results underscore the strategic nature of the sharing phenomenon as well as the importance of relational concerns in complex and uncertain interorganizational settings.International Center for Research on the Management of Technology, Lean Aerospace Initiative, and Center for Innovation in Product Developmen

Competition Between Auctions

Even though auctions are capturing an increasing share of commerce, they are typically treated in the theoretical economics literature as isolated. That is, an auction is typically treated as a single seller facing multiple buyers or as a single buyer facing multiple sellers. In this paper, we review the state of the art of competition between auctions. We consider three different types of competition: competition between auctions, competition between formats, and competition between auctioneers vying for auction traffic. We highlight the newest experimental, statistical and analytical methods in the analysis of competition between auctions.auctions, bidding, competition, auction formats, auction houses

Achieving strategic advantages in long-term, buyer-supplier relationships : a longitudinal investigation

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