Ana Isabel Rodríguez Escudero

The effect of market orientation on innovation speed and new product performance

Purpose – It has been argued that innovation speed has been inappropriately absent in models of market orientation. The present study seeks to provide new insights into whether and how market orientations three main components: intelligence generation, intelligence dissemination, and responsiveness affect innovation speed and new product performance, and about the mediating role of innovation speed.Design/methodology/approach – Data were collected from a sample of 247 firms in a variety of manufacturing industries. A mail survey was developed to collect the data.Findings – The results indicate that intelligence generation has an indirect positive effect on innovation speed via intelligence dissemination and responsiveness. Intelligence dissemination influences innovation speed positively, both directly and indirectly through responsiveness. Findings report a curvilinear (J‐shaped) relationship between responsiveness and innovation speed. With regard to the effect of the market orientations components on...

Technology Newness and Impact of Go/No-Go Criteria on New Product Success

This study shows that the relative effect of five dimensions of go/no-go criteria on new product success is contingent on the stage of the development process and newness of the technology. Specifically, strategic fit criteria are critical to new product success at the initial screening. Technical criteria are significantly correlated with product success only at the go-to-development decision gate. Market opportunity criteria relate positively with project success at the initial screening, the market launch gate and the post-launch review. Financial criteria correlate positively with success from the go-to-development decision to the first post-launch review. Customer-acceptance criteria stand out as equally important to success throughout the entire development process. In relation to the moderating effect of technology newness, it was found that customer acceptance and market opportunity criteria at the initial screening are more important for the success of low technologically innovative projects than for the success of high technologically innovative projects. At the initial screening, financial criteria exert a negative effect on the success of projects incorporating highly innovative technologies.

The effect of entrepreneurship education programmes on satisfaction with innovation behaviour and performance

Purpose – This paper attempts to shed light on the effect of educational programmes aimed at entrepreneurs on innovation and business success.Design/methodology/approach – We use as theoretical framework the theory of planned behaviour. We use a sample of 354 entrepreneurs from Castile and Leon, Spain. To estimate the model we use a path analysis (AMOS 7).Findings – Individuals who are concerned about further management education and entrepreneurship education show themselves to be more innovative. Moreover, indirectly, by means of the relationship between innovation and success, specific entrepreneurship education contributes to obtaining better business results. However, to have reached high levels of formal education makes entrepreneurs less conformist regarding the activity of innovation. The existence of a direct effect of innovative behaviour on business success is confirmed.Research limitations – The limitations which our study presents are principally related to the measurement of the variables. S...

The negative effect of team’s prior experience and technological turbulence on new service development projects with customer involvement

Purpose – The current study examines the negative moderating effects of team’s prior experience and technological turbulence on the antecedents and consequences of using information provided by customers involved in new service development (NSD). It also examines one way to mitigate the proposed negative effects. Design/methodology/approach – The unit of analysis was NSD projects in which customers had been involved during the development process. A self-administered mail survey was used to collect the data. The proposed model was tested using hierarchical path analysis. Findings – Results show that team’s prior experience reduces the extent to which recorded and shared information from customers involved in NSD is used for project-related decisions during the development process. Findings also reveal that technological turbulence can reduce the positive effect of using information provided from customers involved in NSD on new service advantage and service newness. Finally, results show that involving le...

La decisión empresarial de desinversión en los productos

En este trabajo nos adentramos en el estudio de las dos principales estrategias de desinversion en los productos: la eliminacion y la cosecha. Ademas, aunque no se trata propiamente de una estrategia de desinversion, sino que se caracteriza por la indefinicion sobre el futuro, abordaremos el analisis de la estrategia de sostenimiento. A tal fin, en primer lugar, nos hacemos eco de un conjunto de consideraciones relativas a la decision de eliminacion, concretamente: las causas que desencadenan la decision, el proceso de eliminacion y sus etapas -1) la supervision periodica y el reconocimiento de la debilidad de los productos. 2) la evaluacion detallada de los productos debiles y la adopcion de la decision, y 3) el establecimiento de un procedimiento para la ejecucion- y la unidad de decision. En segundo lugar, procedemos a revisar las particularidades de la estrategia de cosecha, concretamente las razones que impulsan a su adopcion, los tipos de cosecha y las decisiones basicas e instrumentos de marketing que posibilitan su implementacion, todos ellos relacionados con la reduccion de costes. Finalmente, nos referiremos brevemente a la estrategia de sostenimiento que, a diferencia de las estrategias anteriores, puede obligar a la modificacion del producto e, incluso, a la ampliacion de la linea.

EL FACTOR DISTANCIA EN LA ATRACCIÓN DE LOS CENTROS COMERCIALES. UNA APLICACIÓN A LA CIUDAD DE ARACAJÚ (SERGIPE, BRASIL)

The election of a mall for an individual is the result of comparing the utility of the diverse alternatives. The previous literature leads us to propose a function of utility of the consumer integrated by two components: the spatial factor and the factor image. The spatial factor reflects the influence that on the behavior of the individual has the position in the geographical space of a certain alternative of buy, this is: the cost in time, money and effort that supposes acceding to the center. If the consumer had to choose among two equal centers on a perfectly uniform market, he would choose the one that was more close, nevertheless, since the most probable thing is that exist certain differential attributes that provide to a center of major attraction that to other one, it is necessary to think that, when the difference in the distance among the centers does not overcome a certain level or threshold, is converted into an irrelevant criterion of election. That is to say, before two different centers, the consumer can be prepared to support certain cost of additional displacement if it him allows to accede to better offers. The monitoring of these suppositions constitutes the aim (lens) of this work. For it we rely on the information obtained of a personal survey questionnaire constructed, directed 350 individuals who take part in the familiar decisions of buy in Aracajus homes (Brazil).