Jakki J. Mohr

Managing the paradox of inter‐firm learning: the role of governance mechanisms

Organizational learning in inter‐firm exchange relationships poses a double‐edged sword. On one hand, inter‐firm learning is a desirable extension of organizational learning, developing a firm’s knowledge base, and providing fresh insights into strategies, markets, and relationships. On the other hand, inter‐firm learning can lead to unintended and undesirable skills transfer, resulting in the potential dilution of competitive advantage. This risk can be exacerbated by disparities in inter‐firm learning, resulting in uneven distribution of benefits and risks in the collaborative relationship. This paper articulates these two different views on inter‐firm learning, and second, develops a framework for the role of governance in regulating knowledge transfer. In particular, appropriate governance mechanisms must be crafted which match the learning intentions of the partners, the type of knowledge sought, and the designed duration for the collaboration, so as to maximize the benefits of learning while minimizing the risks. Implications for strategy and future research are offered.

Factors Affecting the Use of Information in the Evaluation of Marketing Communications Productivity

Most prior research on the use of marketing information has studied antecedents of the use of information in new product strategy decisions. This study investigates factors that are related to the use of marketing information in the evaluation of marketing communications productivity. The information used in this context originates from a wide range of internal and external sources. On the basis of organizational theories of information processing, the authors develop and test a conceptual framework explaining the use of information to evaluate marketing communications productivity. Collected survey data indicate that information quality, organization formalization, task complexity, market turbulence, rationality of decision style, and group involvement are all positively related to the use of information in assessing marketing communications productivity. Moderating relationships involving formalization, complexity, decision style, and the degree of group involvement are also found. Implications for managing market knowledge and future research in information use are discussed.

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.

Dynamic Transformations for Base-of-the-Pyramid Market Clusters

Extending scholarship on industry clusters, this article reconsiders the relationship between development and marketing opportunities in base-of-the-pyramid market (BOPM) nations. Recent literature on industry clusters suggests a set of theoretical themes regarding cluster efficiencies, governance, adaptability, and performance. These themes are scrutinized using an extended case employing longitudinal, ethnographic data collected from an indigenous leather-working cluster in West Africa. The authors’ findings provide guidance in identifying local clusters with global market potential in BOPMs. They lead us to a dynamic market-driven transformational model of BOPM clusters. Consequently, the authors recommend several keys for leveraging investments in boundary-spanning firms in BOPM clusters. Finally, the article demonstrates the value of microlevel, longitudinal analyses in assessing cluster performance in BOPMs.

Advertising vs sales promotion: a brand management perspective

Brand managers in packaged goods firms are under pressure to increase or maintain high sales promotion spending at the expense of media advertising. This study investigates the antecedents and outcomes of brand managers’ advertising and sales promotion budget allocations by adopting a bounded rationality perspective. Based on survey data collected from 165 brand managers in the USA, higher advertising (vs sales promotion) allocations are associated with: single, relatively high priced brands in the early phases of the product life cycle; and more experienced brand managers who are subject to less retail influence. Also, brands with higher budget allocations to advertising, relative to sales promotion, tend to have more favorable consumer attitudes, stronger brand equity, and higher market share increases and profits. Managerial implications and areas for future study are discussed.

Introduction to the Special Issue: Marketing of High-Technology Products and Innovations

We are pleased to introduce this special issue of the Journal of Marketing Theory and Practice on the marketing of high-technology products and innovations. The papers featured in this special issue are varied in focus, theory, methods, and implications. Prior to describing the papers in more detail, we describe the reason for the special issue.

The Marketing of High-Technology Products and Services: Implications for Curriculum Content and Design

Despite its increasing importance in today’s business environment, the marketing of high-technology products and services is not covered in many marketing curricula. The purposes of this article are to discuss some of the ways in which marketing must be modified in a high-tech environment, where market information can be hard to come by at best and potentially misleading at worst. This discussion offers insight into the possible content of a high-technology marketing course. In addition, this article identifies and evaluates possible ways to include high-tech marketing in the curriculum. Such information has value for educators as they make decisions about whether and how to revise their individual courses and overall curriculum to address high-technology marketing.

Mapping the outsourcing landscape

Purpose – This article develops a framework that helps clients and service providers make better decisions about whether and when to outsource, and on the appropriate type of outsourcing arrangement.Design/methodology/approach – The paper is conceptual in nature.Findings – Companies must align the governance of business functions to the underlying needs, resources, and desired outcomes. Simple procurement may suffice for acquiring standard business services such as cafeteria catering. When economies of scale exist and when transfer of explicit, codified knowledge is involved, straight‐forward transactional “lift and shift” IT and BP outsourcing arrangements will yield cost savings and efficiency. When transfer of know‐how is more tacit, and the goal is to add value to the clients customers beyond cost efficiency, longer‐term strategic outsourcing is appropriate. Finally, when there are risks to expropriation of proprietary knowledge and capital invested, transformational outsourcing is best.Practical imp...

Serving base‐of‐the‐pyramid markets: meeting real needs through a customized approach

Purpose – This article aims to propose a continuum of strategic engagement approaches to base‐of‐the‐pyramid (BOP) markets ranging from non‐profit and government aid to corporate social responsibility (CSR) programs and social entrepreneurship. A framework is presented to identify which approach to serving the BOP market makes the most sense under certain conditions, depending on availability of consumer resources to participate in the initiative, the infrastructure available for the initiative to leverage, and whether the focus of the initiative is to be self‐sustaining over time.Design/methodology/approach – This is a conceptual article based on literature review and synthesis.Findings – Eight different approaches to engage with BOP markets are recommended under different combinations of three underlying conditions: consumer resources, infrastructure availability and self‐sustainability goals.Originality/value – The paper presents a continuum of strategic engagement approaches to BOP markets.

Educators Who Have Made a Difference for Their Students: Observations and Reflections of Three Nationally Recognized Marketing Professors.

The CASE (Council for the Advancement and Support of Education) Professor of the Year program recognizes outstanding professors for their dedication to teaching, commitment to students, and innovative instructional methods. It is the only national program to recognize college and university professors for their teaching skills. Three marketing professors were chosen for this award in 2005 and now share their teaching philosophies. Their philosophies focus on innovation, experimentation, creating a culture of learning, the first day of class, and maintaining high academic standards.