Everdingen, van, Y.M.

Jansen, Joost

Langerak, F.

English

Pure OAI Repository

 Lead users' new product-related positive word-of-mouthCitation for published version (APA):Everdingen, van, Y. M., Langerak, F., & Jansen, J. (2010). Lead users' new product-related positive word-of-mouth. In S. C. Beckmann, T. Ringberg, & T. Ritter (Eds.), 39th EMAC Conference the six senses - TheEssentials of Marketing (Copenahagen Business School, Department of Marketing, Denmark, 1-4 June 2010,Conference Proceedings) (pp. 235-236). Copenhagen Business School.Document status and date:Published: 01/01/2010Document Version:Publisher’s PDF, also known as Version of Record (includes final page, issue and volume numbers)Please check the document version of this publication:• A submitted manuscript is the version of the article upon submission and before peer-review. There can beimportant differences between the submitted version and the official published version of record. Peopleinterested in the research are advised to contact the author for the final version of the publication, or visit theDOI to the publisher's website.• The final author version and the galley proof are versions of the publication after peer review.• The final published version features the final layout of the paper including the volume, issue and pagenumbers.Link to publicationGeneral rightsCopyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright ownersand it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights.            • Users may download and print one copy of any publication from the public portal for the purpose of private study or research.            • You may not further distribute the material or use it for any profit-making activity or commercial gain            • You may freely distribute the URL identifying the publication in the public portal.If the publication is distributed under the terms of Article 25fa of the Dutch Copyright Act, indicated by the “Taverne” license above, pleasefollow below link for the End User Agreement:www.tue.nl/taverneTake down policyIf you believe that this document breaches copyright please contact us at:openaccess@tue.nlproviding details and we will investigate your claim.Download date: 04. Oct. 2023Friday  – 14:00-15:40 Competitive Papers234 EMAC - European Marketing Academy Friday  – 14:00-15:40 235Session 04.06: Innovation and New Product Development                                                 Room: SP.s.08Session chair: Vera Blazevic, Maastricht UniversityThe Value Of Customer Co-Creation During The Innovation ProcessDominik Mahr, University of AntwerpAnnouk Lievens, University of AntwerpVera Blazevic, Maastricht UniversityThis research examines the determinants and outcomes of the value of customer co-created knowledge for innovations. Knowledge value is defined through three dimensions: novelty, rel-evance, and costs. By means of a large-scale survey, we investigate how these value dimensions mediate the relationship between the nature of the customer and the customer-firm relation-ship (i.e., determinants) and customer, finance, and learning related success (i.e., outcomes). Our results show that the value dimensions of co-created knowledge have a differential impact on innovation success and provide managers with guidance on how to select the appropriate customers and communication channels to optimize various innovation outcomes.Keywords: customer co-creation, innovation, service-dominant logicEngaging Avatars For Effective Co-CreationThomas Kohler, University of InnsbruckJulia Hautz, University of InnsbruckKurt Matzler, University of InnsbruckJohann Füller, University of InnsbruckVirtual worlds offer unprecedented opportunities to tap the innovative potential of con-sumers. Yet companies fail to engage avatars and make co-creation platforms vibrant sources of innovations, raising the question of how to facilitate interaction experience to achieve sustained engagement among co-creating avatars. Inspired by avatar-based inno-vation and drawing upon theories of co-creation experience we collaborated with Philips and KTM-Motorcycle to develop an avatar-based innovation platform within Second Life. Monitoring almost 600 participants and conducting 34 in-depth interviews we found that the experience needs to be usable, useful, desirable, and social. We extend prior research on co-creation experience into the virtual world context and discuss how to engage avatars for effective co-creation.Keywords: Second Life, Avatar-based innovation, co-creation, experience design, virtual worldLead Users’ New Product-Related Positive Word-Of-MouthYvonne Van Everdingen, Rotterdam School of ManagementFred Langerak, Eindhoven University of TechnologyJoost Jansen, Philips Consumer LifestyleThis paper investigates to what extent lead users with different levels of market maven-Rest In Peace! Generativity And Transcendent Products In Consumer BehaviorMiguel Giménez, University of MurciaSalvador Ruiz, University of MurciaLonginos Marín, University of MurciaInnovations represent an important force through which firms develop sustainable com-petitive advantage. However, extant research has been largely limited in its focus on tech-nological or R&D-based advances, overlooking that innovations may comprise more than new products and processes. Specifically, marketing innovations often play an equally important role in firm performance, and the innovativeness of marketing departments has been shown to increase their influence and status within the firm (Verhoef and Lee-flang 2009). Yet, marketing programs are often criticized for their lack of innovativeness and creativity (e.g., Andrews and Smith 1996). Thus, the central focus in this research is to explore factors influencing marketing innovations by firms. The research builds on existing literature on innovations to propose a framework which identifies firm-level fac-tors, including firm size and age, and environment-level factors, including demand growth and stability facing the firms, as potential drivers of  marketing innovations. To evaluate the conceptual framework, the research utilizes a trademark-based measure of marketing innovations and a database of other key measures constructed from various secondary sources of information. A time-varying hazard-rate modeling focused on the first adoption of marketing innovations by firms reveals that (a) age and size of firms positively affect their probability of adoption, whereas (b) demand growth and stability facing the firms have a negative effect. Together these findings provide unique theoretical contributions and offer some interesting managerial implications.Keywords: Generativity, transcendent products, legacyChildren’s Oral Health Services And Socio-Economic Deprivation: Theory Of Reasoned Action In Social MarketingAndrew Lindridge, The Open UniversitySusan Macaskill, University of StirlingHaider Ali, The Open UniversityIngrid Holme, University of StirlingDouglas Eadie, University of StirlingOur paper investigates attitudes and behaviours opposed to the desired behaviour change and how they may be overcome through social marketing, explored through the Theory of Reasoned Action, examining children accessing Childsmile oral health services in socio-economically deprived groups in Scotland.  Qualitative focus group interviews were un-dertaken with parents/main carers (10 groups) and relevant professionals (8 groups). A variety of factors facilitating and interfering with engagement were identified (identifiable with beliefs and attitudes in the Theory of Reasoned Action), along with practical issues affecting access. We conclude by showing how social marketing interventions can promote behaviour change, addressing competition and improving the exchange process. Keywords: social marketing, theory of reasoned action, behaviour change, children’s oral healthFriday  – 14:00-15:40 Competitive Papers236 EMAC - European Marketing Academy Friday  – 14:00-15:40 237oriented advantages, such as distribution support, ability to adapt prices, and capacity to achieve flexibility due to the small size of firms. Focusing on the Third Italy business model, we show that the benefit of regional agglomerations only partially help firms’ ex-port performance. Whilst distribution support continues to be a highly important export strategy, the small size and their capacity to adapt prices do not appear to lead SMEs to higher export performance. Keywords: export performance, regional agglomerations, structural equation modeling, export strat-egy, distribution supportDoes Standardization Of Corporate Branding Work?Markus Meierer, University of TrierMargot Löwenberg, University of TrierBernhard Swoboda, University of TrierDirk Morschett, University of FribourgInternationally standardized corporate brands are increasingly used to shape the position-ing of product brands. From a customer’s point of view, specific corporate associations and corporate image as an overall picture of the organization play an important role when deciding to repurchase a product. The results illustrate that specific corporate associations impact corporate image cross-nationally in the same way. However, their direct impact on consumer product response varies between countries, as does the impact of corporate image on consumer product response. We conclude that standardization of the companies’ external portrayal works, but marketers must consider its varying relevance to consumer behavior. Keywords: corporate associations, corporate image, cross-national researchMarket Orientation As Key Factor Of Assimilation Of The Cultural VariableCorinne Rochette, Clermont-Ferrand UniversityFrancois Cassiere, Université d’AuvergneThis paper discusses corporate internationalization strategy. It focuses on the selection of the target market and the development of a true system of value (i.e. to carry out an align-ment of the value chains of the members) with foreign partners of the target market. It underlines the difficulties of managing the cultural factors within internationalization. Itdiscusses the benefits of a market orientation for the selection of the market, and for the construction of a value system. It shows that market orientation through behavioral and cultural dimensions can help for a better management of the cultural gap. It can also help to build a sustainable and powerful system of value. These reflections lead us to the pro-posal of a grid of reading of the internationalization process with partnership on the target market.Keywords: internationalization, market orientation, partnership, organizational culture, cross-cultural managementism engage in new product-related positive word-of-mouth (PWOM), and how this effect is contingent upon the lead users’ usage satisfaction and duration. The results from a survey-based study among 964 users of a high-tech product in the domestic appliance industry show that lead userness has a positive effect on PWOM when market mavenism is low, and a negative impact under high market mavenism. The contingency analyses show that this positive effect is unaffected by usage satisfaction and duration, while the negative effects on PWOM prevail only when usage satisfaction is low and duration is long. Lead users low on market mavenism are thus not only important informational sources for developing new products, but they may also be helpful in spreading PWOM about new products and facilitating new product diffusion.Keywords: lead users, market mavens, new products, word of mouthTracking Motivation Of Lead Users And Non-Lead Users In Workshops On Sustainability InnovationsStefan Engeser, Technical University MunichSusanne Steiner, Technical University MunichHugo, M. Kehr, Technical University MunichOur task within a joint research project focusing on user integration in sustainability inno-vation processes was to study motivation. We assessed incentives for users (N=165) taking part in innovation workshops and tracked motivational indicators within these workshops. Moreover, we looked for substantial differences between lead users and nonlead users. Results show that lead users saw higher incentives than non-lead users to take part. Dur-ing the workshop, lead users were more energetic and showed higher concentration (flow experience). Furthermore, they felt more confident and expressed a greater preference to continue working. Therefore, being a lead user contributes to motivation and innovation.Keywords: lead user, flow, user integration, innovation, motivation, motives, needsSession 05.05: International and Cross-Cultural Marketing                                                  Room: SP.s.12Session chair: Carlos Sousa, University College Dublin“Regional Agglomerations” And Export Performance: The Case Of “Third Italy” SMEsSimone Novello, University College DublinPaola Gazzola, University of VeniceCarlos Sousa, University College DublinThe purpose of this study is to develop a framework for examining the export strategies of SMEs from regional agglomerations and their performance in foreign markets. Our start-ing point is the recognition that regional agglomerations may be major drivers of export-

Lead users' new product-related positive word-of-mouth

 Lead users' new product-related positive word-of-mouthCitation for published version (APA):Everdingen, van, Y. M., Langerak, F., & Jansen, J. (2010). Lead users' new product-related positive word-of-mouth. In S. C. Beckmann, T. Ringberg, & T. Ritter (Eds.), 39th EMAC Conference the six senses - TheEssentials of Marketing (Copenahagen Business School, Department of Marketing, Denmark, 1-4 June 2010,Conference Proceedings) (pp. 235-236). Copenhagen Business School.Document status and date:Published: 01/01/2010Document Version:Publisher’s PDF, also known as Version of Record (includes final page, issue and volume numbers)Please check the document version of this publication:• A submitted manuscript is the version of the article upon submission and before peer-review. There can beimportant differences between the submitted version and the official published version of record. Peopleinterested in the research are advised to contact the author for the final version of the publication, or visit theDOI to the publisher's website.• The final author version and the galley proof are versions of the publication after peer review.• The final published version features the final layout of the paper including the volume, issue and pagenumbers.Link to publicationGeneral rightsCopyright and moral rights for the publications made accessible in the public portal are retained by the authors and/or other copyright ownersand it is a condition of accessing publications that users recognise and abide by the legal requirements associated with these rights.            • Users may download and print one copy of any publication from the public portal for the purpose of private study or research.            • You may not further distribute the material or use it for any profit-making activity or commercial gain            • You may freely distribute the URL identifying the publication in the public portal.If the publication is distributed under the terms of Article 25fa of the Dutch Copyright Act, indicated by the “Taverne” license above, pleasefollow below link for the End User Agreement:www.tue.nl/taverneTake down policyIf you believe that this document breaches copyright please contact us at:openaccess@tue.nlproviding details and we will investigate your claim.Download date: 05. Oct. 2023Friday  – 14:00-15:40 Competitive Papers234 EMAC - European Marketing Academy Friday  – 14:00-15:40 235Session 04.06: Innovation and New Product Development                                                 Room: SP.s.08Session chair: Vera Blazevic, Maastricht UniversityThe Value Of Customer Co-Creation During The Innovation ProcessDominik Mahr, University of AntwerpAnnouk Lievens, University of AntwerpVera Blazevic, Maastricht UniversityThis research examines the determinants and outcomes of the value of customer co-created knowledge for innovations. Knowledge value is defined through three dimensions: novelty, rel-evance, and costs. By means of a large-scale survey, we investigate how these value dimensions mediate the relationship between the nature of the customer and the customer-firm relation-ship (i.e., determinants) and customer, finance, and learning related success (i.e., outcomes). Our results show that the value dimensions of co-created knowledge have a differential impact on innovation success and provide managers with guidance on how to select the appropriate customers and communication channels to optimize various innovation outcomes.Keywords: customer co-creation, innovation, service-dominant logicEngaging Avatars For Effective Co-CreationThomas Kohler, University of InnsbruckJulia Hautz, University of InnsbruckKurt Matzler, University of InnsbruckJohann Füller, University of InnsbruckVirtual worlds offer unprecedented opportunities to tap the innovative potential of con-sumers. Yet companies fail to engage avatars and make co-creation platforms vibrant sources of innovations, raising the question of how to facilitate interaction experience to achieve sustained engagement among co-creating avatars. Inspired by avatar-based inno-vation and drawing upon theories of co-creation experience we collaborated with Philips and KTM-Motorcycle to develop an avatar-based innovation platform within Second Life. Monitoring almost 600 participants and conducting 34 in-depth interviews we found that the experience needs to be usable, useful, desirable, and social. We extend prior research on co-creation experience into the virtual world context and discuss how to engage avatars for effective co-creation.Keywords: Second Life, Avatar-based innovation, co-creation, experience design, virtual worldLead Users’ New Product-Related Positive Word-Of-MouthYvonne Van Everdingen, Rotterdam School of ManagementFred Langerak, Eindhoven University of TechnologyJoost Jansen, Philips Consumer LifestyleThis paper investigates to what extent lead users with different levels of market maven-Rest In Peace! Generativity And Transcendent Products In Consumer BehaviorMiguel Giménez, University of MurciaSalvador Ruiz, University of MurciaLonginos Marín, University of MurciaInnovations represent an important force through which firms develop sustainable com-petitive advantage. However, extant research has been largely limited in its focus on tech-nological or R&D-based advances, overlooking that innovations may comprise more than new products and processes. Specifically, marketing innovations often play an equally important role in firm performance, and the innovativeness of marketing departments has been shown to increase their influence and status within the firm (Verhoef and Lee-flang 2009). Yet, marketing programs are often criticized for their lack of innovativeness and creativity (e.g., Andrews and Smith 1996). Thus, the central focus in this research is to explore factors influencing marketing innovations by firms. The research builds on existing literature on innovations to propose a framework which identifies firm-level fac-tors, including firm size and age, and environment-level factors, including demand growth and stability facing the firms, as potential drivers of  marketing innovations. To evaluate the conceptual framework, the research utilizes a trademark-based measure of marketing innovations and a database of other key measures constructed from various secondary sources of information. A time-varying hazard-rate modeling focused on the first adoption of marketing innovations by firms reveals that (a) age and size of firms positively affect their probability of adoption, whereas (b) demand growth and stability facing the firms have a negative effect. Together these findings provide unique theoretical contributions and offer some interesting managerial implications.Keywords: Generativity, transcendent products, legacyChildren’s Oral Health Services And Socio-Economic Deprivation: Theory Of Reasoned Action In Social MarketingAndrew Lindridge, The Open UniversitySusan Macaskill, University of StirlingHaider Ali, The Open UniversityIngrid Holme, University of StirlingDouglas Eadie, University of StirlingOur paper investigates attitudes and behaviours opposed to the desired behaviour change and how they may be overcome through social marketing, explored through the Theory of Reasoned Action, examining children accessing Childsmile oral health services in socio-economically deprived groups in Scotland.  Qualitative focus group interviews were un-dertaken with parents/main carers (10 groups) and relevant professionals (8 groups). A variety of factors facilitating and interfering with engagement were identified (identifiable with beliefs and attitudes in the Theory of Reasoned Action), along with practical issues affecting access. We conclude by showing how social marketing interventions can promote behaviour change, addressing competition and improving the exchange process. Keywords: social marketing, theory of reasoned action, behaviour change, children’s oral healthFriday  – 14:00-15:40 Competitive Papers236 EMAC - European Marketing Academy Friday  – 14:00-15:40 237oriented advantages, such as distribution support, ability to adapt prices, and capacity to achieve flexibility due to the small size of firms. Focusing on the Third Italy business model, we show that the benefit of regional agglomerations only partially help firms’ ex-port performance. Whilst distribution support continues to be a highly important export strategy, the small size and their capacity to adapt prices do not appear to lead SMEs to higher export performance. Keywords: export performance, regional agglomerations, structural equation modeling, export strat-egy, distribution supportDoes Standardization Of Corporate Branding Work?Markus Meierer, University of TrierMargot Löwenberg, University of TrierBernhard Swoboda, University of TrierDirk Morschett, University of FribourgInternationally standardized corporate brands are increasingly used to shape the position-ing of product brands. From a customer’s point of view, specific corporate associations and corporate image as an overall picture of the organization play an important role when deciding to repurchase a product. The results illustrate that specific corporate associations impact corporate image cross-nationally in the same way. However, their direct impact on consumer product response varies between countries, as does the impact of corporate image on consumer product response. We conclude that standardization of the companies’ external portrayal works, but marketers must consider its varying relevance to consumer behavior. Keywords: corporate associations, corporate image, cross-national researchMarket Orientation As Key Factor Of Assimilation Of The Cultural VariableCorinne Rochette, Clermont-Ferrand UniversityFrancois Cassiere, Université d’AuvergneThis paper discusses corporate internationalization strategy. It focuses on the selection of the target market and the development of a true system of value (i.e. to carry out an align-ment of the value chains of the members) with foreign partners of the target market. It underlines the difficulties of managing the cultural factors within internationalization. Itdiscusses the benefits of a market orientation for the selection of the market, and for the construction of a value system. It shows that market orientation through behavioral and cultural dimensions can help for a better management of the cultural gap. It can also help to build a sustainable and powerful system of value. These reflections lead us to the pro-posal of a grid of reading of the internationalization process with partnership on the target market.Keywords: internationalization, market orientation, partnership, organizational culture, cross-cultural managementism engage in new product-related positive word-of-mouth (PWOM), and how this effect is contingent upon the lead users’ usage satisfaction and duration. The results from a survey-based study among 964 users of a high-tech product in the domestic appliance industry show that lead userness has a positive effect on PWOM when market mavenism is low, and a negative impact under high market mavenism. The contingency analyses show that this positive effect is unaffected by usage satisfaction and duration, while the negative effects on PWOM prevail only when usage satisfaction is low and duration is long. Lead users low on market mavenism are thus not only important informational sources for developing new products, but they may also be helpful in spreading PWOM about new products and facilitating new product diffusion.Keywords: lead users, market mavens, new products, word of mouthTracking Motivation Of Lead Users And Non-Lead Users In Workshops On Sustainability InnovationsStefan Engeser, Technical University MunichSusanne Steiner, Technical University MunichHugo, M. Kehr, Technical University MunichOur task within a joint research project focusing on user integration in sustainability inno-vation processes was to study motivation. We assessed incentives for users (N=165) taking part in innovation workshops and tracked motivational indicators within these workshops. Moreover, we looked for substantial differences between lead users and nonlead users. Results show that lead users saw higher incentives than non-lead users to take part. Dur-ing the workshop, lead users were more energetic and showed higher concentration (flow experience). Furthermore, they felt more confident and expressed a greater preference to continue working. Therefore, being a lead user contributes to motivation and innovation.Keywords: lead user, flow, user integration, innovation, motivation, motives, needsSession 05.05: International and Cross-Cultural Marketing                                                  Room: SP.s.12Session chair: Carlos Sousa, University College Dublin“Regional Agglomerations” And Export Performance: The Case Of “Third Italy” SMEsSimone Novello, University College DublinPaola Gazzola, University of VeniceCarlos Sousa, University College DublinThe purpose of this study is to develop a framework for examining the export strategies of SMEs from regional agglomerations and their performance in foreign markets. Our start-ing point is the recognition that regional agglomerations may be major drivers of export-

Everdingen, YM  van

Langerak, F Fred

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Lead users' new product-related positive word-of-mouth

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