Carmen Camarero Izquierdo

The interaction of dependence and trust in long‐term industrial relationships

It has been noted in the literature on inter‐organisational relationships that long‐term cooperation is more effective in a business environment characterised by interdependence, commitment and trust. However, there is not enough knowledge about the effect of interdependence in different trust contexts. This paper draws on several theoretical contributions to examine the interaction of economic and social factors as determinants of industrial buyer‐seller relationships. In order to test the proposed hypotheses information was collected relating to supplier‐manufacturer relationships in the automotive industry. As expected, the empirical results indicate that trust moderates the effect of interdependence on the relational orientation of the exchange in that it enhances the relational orientation perceived by both manufacturer and supplier. A discrepancy was also found between suppliers’ and manufacturers’ relationship perceptions. The theoretical and managerial implications of the results are also discussed.

Product and channel-related risk and involvement in online contexts

Activities aimed at reducing risk perception, strengthening consumer involvement and winning consumer loyalty are perhaps more difficult in an online context than in an off-line context due to the peculiar characteristics of online purchasing. This paper sets out to model the effect that certain consumer profile characteristics and three types of risk - social risk, channel risk and transaction risk - have on determining the buyer involvement toward the channel and toward the products or services, as well as their effects on purchase intention. Our results confirm that risk dimensions are interrelated, as are involvement dimensions, that social risk is closely related to involvement, and that frequency of purchase and buyer profiles affect involvement toward the online channel. They also give rise to a set of recommendations on the promotion of Internet commerce.

Developing relationships within the framework of local economic development in Spain

This study is aimed at analysing the relationships between local development agencies and various actors from within their environments. The authors explore the applicability of a relationship marketing approach to local development and propose the influence of economic development objectives on the relational orientation of partnerships, as well as the correspondence between the relational orientation, the results obtained and the expectations of continuity. The empirical study focuses on particular cases of Spanish development agencies operating at local and regional level. A structural equations analysis in a sample of 174 relationships of 18 local development agencies evidences that while the relational orientation of internal relationships and lateral relationships with other development agents is hardly influenced by the objectives of economic development, the closeness of vertical relationships (residents, firms, tourists and local entrepreneurs) depends to a large extent on these objectives. Moreover, it has been confirmed the that effect of relational orientation on competitiveness, on efficient management, and on satisfaction, whereas the creation of infrastructures seems not to be a direct result. The authors conclude that managing relationships with suppliers and target groups as alliances, working together, sharing information, resolving conflicts satisfactorily, and sharing common values, will guarantee performance and resources management efficiency, and will ensure the continuity of fruitful relationships.

Strengthening members' relationships through cultural activities in museums.

Abstract Museums promote cultural activities related to their main activity in order to bring them closer to their public. The objective of this paper is to analyze how the characteristics of such activities and service quality affect the emotions experienced by participants and the intent to strengthen their relationship. The study of a museums friends association participating in different activities allows us to show that group composition and interaction impact the emotion felt during the activity as well as the use of new technologies and activities staged outside the museum. Moreover, having modern and visually appealing equipment together with the support of museum staff is crucial by those attending cultural activities as an antecedent of satisfaction and relationship strength.

Customers' Perception of Value in Financial Services Relationships

Abstract The present paper summarizes the results of an investigation whose aim was to examine the type of value consumers achieve as a result of their loyalty to a provider of financial services. The study proposes a relation between the different forms of consumer loyalty (cognitive, affective, inertial or conative loyalty) and the value a client obtains (functional, affective or saving value). We have tested the proposed hypotheses for the relationships between consumers and the financial firm they frequent. The empirical study suggests that functional and saving value is mainly related to cognitive loyalty, whereas other types of loyalty generate affective value and, only indirectly, functional and saving value.

How Strategic Purchasing Orientation and Transformational Leadership Impact Performance: The Mediating Role of Information and Communication Technologies

ABSTRACT Purpose: Purchasing orientation (greater efficiency, use of information and communication technologies; ICT) is becoming an underlying part of company strategy in an increasing number of business organizations. Transformational leadership by purchasing managers is also emerging as a tool to generate more intense and effective use of ICT and as a means of enhancing performance. The present research pursues 2 goals: firstly to explore how the strategic nature of the purchasing function and transformational leadership of purchasing managers impacts ICT use intensity and purchase efficiency, and secondly to pinpoint how the use of ICT affects purchase performance. Methodology/approach: The empirical work is based on an analysis of the information provided by a sample of 130 Spanish firms. Empirical verification of the proposed model was carried out through partial least squares analysis. Findings: Findings show that the strategic importance which management attaches to the purchasing function impacts the intensive use of ICT. However, the transformational leadership exercised by purchasing managers proves relevant in achieving greater cost efficiency and coordination with suppliers. Research implications: This work has sought to merge as determinants of efficiency both strategic aspects of the purchasing function in the firm as well as managerial aspects of said function (manager’s transformational leadership and the use of ICT). This research breaks new ground by empirically comparing the relationship between the strategic nature of the purchasing function in a firm and intensity of ICT use, a relation which has been the subject of very little inquiry and for which the mediating role of ICT in the link between strategic orientation and purchase performance is brought to light. Originality/value/contribution: The study makes a twofold contribution. Firstly, the present research seeks to bring together strategic aspects of the purchasing function in the firm as well as other management factors involved in said function (managers’ transformational leadership and use of ICT) as drivers of efficiency. In this sense, the findings point to the important role played by the purchasing manager vis-à-vis the strategic vision of the purchasing function in achieving cost efficiency and coordination with suppliers. Secondly, this research breaks new ground by empirically verifying the link between the strategic nature of the purchasing function in a firm and intensity of ICT use, a link which has been the focus of scant attention and for which we underpin the mediating role of ICT in the relationship between strategic orientation and purchase performance.ABSTRACTPurpose: Purchasing orientation (greater efficiency, use of information and communication technologies; ICT) is becoming an underlying part of company strategy in an increasing number of business organizations. Transformational leadership by purchasing managers is also emerging as a tool to generate more intense and effective use of ICT and as a means of enhancing performance. The present research pursues 2 goals: firstly to explore how the strategic nature of the purchasing function and transformational leadership of purchasing managers impacts ICT use intensity and purchase efficiency, and secondly to pinpoint how the use of ICT affects purchase performance.Methodology/approach: The empirical work is based on an analysis of the information provided by a sample of 130 Spanish firms. Empirical verification of the proposed model was carried out through partial least squares analysis.Findings: Findings show that the strategic importance which management attaches to the purchasing function impacts th...

E-MAIL MARKETING: FOCOS DE VIRALIDAD Y FACTORES DETERMINANTES *

RESUMEN El exito del marketing viral se inicia cuando los individuos se implican en la apertura y el renvio de mensajes virales, de ahi la importancia de conocer cuales son los factores determinantes de este proceso. En el presente estudio se analizan cuales son los factores referidos al capital social del individuo y a las caracteristicas del mensaje (remitente, asunto y contenido) que influyen en la dinamica viral y se establecen diferentes tipologias de receptores en funcion de su contribucion a la viralidad de un mensaje. El analisis empirico permite concluir que la implicacion del individuo en el proceso de apertura y renvio esta relacionado con la pertenencia a una red no demasiado amplia, cohesionada y con contactos frecuentes. Asimismo, el contenido del mensaje es el elemento fundamental para el renvio.

Latent communities of digital publications: The role of editors, followers, and advertisers

Abstract This research explores how digital publications may be turned into something more than just a meeting point for people who are seeking information and may become a latent community. The paper proposes that the network of editors, followers, and advertisers of digital publications determine the user sense of community towards the publication. While the pattern of connections among editors and followers reinforces the sense of community, advertisers act as intruders who weaken the feasibility of building a community. Data were collected from followers of digital publications. The dynamics of the sense of community is described as a process in which informational value and identification are essential to nurturing readers’ soft or hard commitment. Findings indicate that the strong ties between editors and followers as well as the diversity positively impacts on informational value and identification, whereas advertising intrusiveness diminishes the informational value.