Eric Shiu

Conceptualising and Measuring the Equity of Online Brands

Although brand equity is an important source of competitive advantage online, previous conceptualisations and measures overlook the unique characteristics of the internet that render consumers co-creators of brand value. In view of this, a threephased research programme was undertaken to identify the facets of online retail/service (ORS) brand equity and then develop and validate a scale for its measurement. ORS brand equity was found to be a second order construct with five correlated yet distinct dimensions: emotional connection, online experience, responsive service nature, trust, and fulfilment. A series of tests showed that the ensuing 12-item scale has strong psychometric properties. The implications of this research for marketing researchers and practitioners are discussed.

Segmenting the convenience and health trends in the British food market

Convenience and health trends are arguably the two most prevailing consumption trends in the British food market, with single‐adult households as keener followers than many other household types. Two portfolios of food products have been developed as proxies of the twin trends respectively, and the Poisson regression technique is employed to segment these two trend markets. Results confirm some previously held views, challenge others, and make some serendipity that has not been found in previous studies. Marketers are informed of greater accessibility in the health trend market vis‐a‐vis the convenience trend market for segmentation purpose, and are advised to treat the two trend markets as non‐overlapping. A number of future research directions, including a multivariate measure of the aspiration intensity of the two food trends and a measure of the twin trends for a wider range of typical products within the consumer market, are suggested.

The inconvenient truth of the relationship between open innovation activities and innovation performance

Purpose – Despite extensive published research into the relationship between open innovation (OI) activities and performance, the nature and direction of the relationship remain inconclusive. The purpose of this paper is to investigate the relationship as to how firms’ inbound and outbound OI activities, as well as their interaction influence incremental and radical innovation performance. The authors also consider the potentially mediating roles of knowledge learning and organizational capabilities in such a relationship. Design/methodology/approach – To investigate this relationship, data were collected from a cross-industry survey of 304 leading Taiwanese-based firms. Three-stage least square analysis was employed to test the model. Findings – Analyses reveal that knowledge learning and organizational capabilities mediate the OI activities-innovation performance relationship. In addition, a firm focussing on inbound activities enhances its radical innovation performance, but hinders its incremental inn...

Critical success factors of new product development in Taiwan's electronics industry

Purpose – The purpose of this paper is to explore critical success factors of new product development in Taiwans electronics industry which uses the approach of re‐innovation.Design/methodology/approach – Focus group research was conducted. In total 71 participants from Taiwans electronics industry were allocated into eight different groups ranging from minimum eight to maximum ten participants in a group.Findings – Suggested critical success factors of re‐innovation include time reduction in development process, cost reduction in product manufacture, products with high levels of customization, relative advantage, or added value, efficiently internal coordination and external cooperation, appropriate product introduction timing, and less aggressive competitors responses.Research limitations/implications – A main limitation of this study is that the field data were all from Taiwanese‐based companies in certain industries. Generalization could be increased by collecting data from other countries and indus...

New product market visioning in small enterprises

Purpose – The purpose of this paper is to explore the contexts for new product market visioning of small enterprises in the Central Technology Belt, West Midlands, England.Design/methodology/approach – Seven items, which are postulated to contribute to a better understanding of the contexts encouraging or discouraging new product market visioning, were developed and incorporated in a questionnaire. Validity and reliability checks were made. A population survey on all the 3,000 firms in the Central Technology Belt was conducted in January and February 2004.Findings – Compared to the larger firms, small firms have been rated lower in the ability in and efforts on a number of possible indicators of the ripeness of the contexts for new product market visioning.Research limitations/implications – The survey results drawn from a population survey in the Central Technology Belt may not be very representative of the whole country.Practical implications – There is much room for improvement among small firms to nur...

Antecedents of behavioural commitment in inter-organizational relationships: a field study of the UK construction industry

Commitment is vital in inter-organizational relationships. It is important to understand what drives commitment which then affects the relationship between organizations. Commitment is a multidimensional construct and its dimensions can be broadly categorized into attitudinal and behavioural perspectives. In conventional practice, commitment researchers have tended to focus on the attitudinal perspective, while the behavioural perspective is largely ignored. In an attempt to buck that conventional trend commitment research is proposed along the unconventional but widely accepted as important behavioural perspective, building up a more complete understanding of the importance of behavioural commitment, as well as developing and validating a theoretical model that depicts precisely the relationship between behavioural commitment and its key driving factors. Accordingly a large-scale questionnaire survey has been conducted in the UK construction industry and 636 responses were collected. Structural equation modelling was then used to test the theoretical model. Results validate trust, reliance and dependence as the major antecedents of behavioural commitment. A new direction in commitment research adds new findings to the current body of commitment literature.

SERVICE BUSINESS MODEL AND SERVICE INNOVATIVENESS

Service innovativeness has been hailed as a key success factor in being able to differentiate a new service from its competing offerings. In spite of a number of literatures suggesting the impact that a service business model can have on service innovativeness, no comprehensive and empirical study has examined the relationship between the distinctive design themes of a service business model and service innovativeness. This paper fills the research gap by conducting a series of pilot tests and then the subsequent questionnaire survey on top service firms in Taiwan. Results based on 211 responding service firms indicate that the novelty-centred business model has a U-shaped effect on service innovativeness, while the efficiency-centred business model has an inverted U-shaped effect on service innovativeness. Theoretical and managerial implications of these key findings are discussed.

Preconditions for Product Re-innovation in Taiwan: Evidence from High-Technology Firms

The phenomenon of product re-innovation has often characterized Taiwanese high-technology firms over the last decade. However, the literature reflects surprisingly little effort to understand their preconditions. Based on extant knowledge and 68 field interviews with managers in diverse departments and firms of high-technology industries in Taiwan in mid-2006, the authors provide a foundation for future research by developing research propositions that relate to preconditions for product re-innovation. Managerial and research implications are discussed and suggestions are made for future research.

E-business cross-functional alignment: the integration of processes and applications

In this paper, we present two new models into the e-business-IT alignment and integration debate, namely, the Process Alignment Dynamics Model (PADM) and the Holistic Alignment Model (HAM) that supports it. The e-business revolution has already paid dividends to managers and customers alike with the integration of front-end internet systems with both middle-ware and back-end technologies. With the PADM, a two-step approach is advised whereby an alignment programme incorporates two sub-components: General Process Aligning (GPA) and Specific Process Aligning (SPA). Succeeding the PADM is the higher-level HAM that aims to improve the alignment and integration of applications and processes on an enterprise-wide basis.

Examining the link between service modularity and firm performance: A capability perspective

Purpose While service scholars have generally supported the idea that service modularity enhances firm performance, the literature offers very little evidence of the actual process through which service modularity continuously contributes to firm performance. The purpose of this paper is to examine the link from a capability perspective: service modularity capabilities-service modularity-new service advantage-firm performance, as well as the moderating role of radical innovation capability in the effect of service modularity on new service advantage. Design/methodology/approach To examine this link, data were collected from a cross-industry survey of 231 leading service firms. Structural equation modeling and hierarchical moderated regression analyses were employed to test the model. Findings Analyses reveal that new service advantage mediates the service modularity-firm performance relationship. Moreover, service modularity capabilities act in an important antecedent role to configure service modularity. Among the findings, it is worth emphasizing that radical innovation capability not only strengthens the positive effect of, but also alleviates the negative effect of, service modularity on new service advantage. Originality/value This study provides a more complete understanding of how service modularity enhances firm performance by discovering the hidden role of new service advantage that bridges service modularity and firm performance, clarifying the role of service modularity capabilities in configuring service modularity, and confirming the important role of radical innovation capability in sustaining the effectiveness of service modularity.