Jesús Cambra-Fierro

Creating satisfaction in the demand‐supply chain: the buyers' perspective

Purpose – The purpose of this research paper is to analyze the concept of satisfaction in firm‐supplier relationships.Design/methodology/approach – A quantitative approach is considered in the study. The paper offers a set of scales to analyze the main antecedents of the relationship quality concept. Causal relations are also analyzed by testing a model based on structural equations.Findings – Cooperation, communication, trust and adaptation to expectations explain satisfaction. Proposals for further research related to commitment and long‐term orientation of supply relationships are also included.Research limitations/implications – This paper takes the Spanish context as reference. Generalization of the conclusions should begin with a previous analysis to consider the similarities and differences between contexts. The data of the research are based on the buyers perspective.Practical implications – Suppliers are able to identify elements affecting satisfaction. In order to establish lasting relationship...

Advantages of intermodal logistics platforms: insights from a Spanish platform

Purpose – The purpose of this paper is to highlight the advantages that an intermodal logistics platform may provide to companies integrating a supply chain, both to manufacturers/distributors and to logistics providers.Design/methodology/approach – This paper introduces a new logistics platform, PLAZA, the largest in Europe, and which was installed in Zaragoza, where some international companies, including Inditex, are established.Findings – The intermodality and integration provided by an intermodal logistics platform may provide competitive advantages to global supply chains.Research limitations/implications – This paper is based on a specific case study and, therefore, the conclusions may be only partially generalized to other domains. However, the case results from this example may offer a useful guide to assist managers of global supply chains.Practical implications – Firms should consider the option of intermodality and the integration of some of the activities of its supply chain in order to decre...

Sustainable business practices in Spain: a two‐case study

Purpose – This paper aims to study sustainable business practices of two Spanish small and medium enterprise (SMEs) belonging to different sectors: a winery and a paint company. Special attention is paid to the drivers of such business practices and the lessons that can be learnt from them.Design/methodology/approach – This research employs a comparative case study approach. The authors describe and compare two business cases from different industry sectors. This paper concludes with several findings that could be of interest for some other companies, as well as interesting areas of future research.Findings – A comparison of sustainable business practices and their drivers. Similarities and differences between companies lead to different approaches to sustainability. Sustainability may be understood as a strategic tool in order to achieve competitive advantages and help companies successfully operate internationally.Research limitations/implications – The main limitation of this research is the specific s...

Looking for performance: how innovation and strategy may affect market orientation models

Abstract Despite 20 years of research into various aspects of the ‘market orientation’ (MO) construct, doubt remains regarding the existence, nature and significancy of the relationship between MO and firm performance. To obtain more evidence some authors suggest including innovation in MO models. Debate continues to examine whether organizational strategy is an antecedent or a consequence of MO, whilst some argue that strategy moderates the MO–performance relationship. Furthermore, there are sectors of industry and geographies where the phenomenon has received very little investigation, even of an exploratory nature. This study aims to explore the MO–performance relationship and to value the effect of innovation in MO–performance models in a sector where MO was virtually unknown: the Spanish real estate industry. The magnitude of shifts taking place in this sector enhances its potential as a showcase for processes of anticipation and adaptation to the environment. This article also aims to shed some light on the question of whether strategy potentially moderates the MO– performance link. The principal implications of our findings are discussed.

Learning to work in asymmetric relationships: insights from the computer software industry

Purpose – This paper aims to provide guidance for managers so that they may develop advanced supply chain management (SCM) capabilities in the context of asymmetric alliances. These alliances, generally characterised by large dissimilarities between the partners, often facilitate value-creating opportunities. Design/methodology/approach – Using case studies, the paper analyses similarities and differences in SCM between symmetric and asymmetric alliances within supply networks. It focusses on the key dimensions of complementarity, value distribution, relational management and specialisation. Findings – It was found that the question of complementarity, although important, should not be equated to the need for symmetry but to the ability of the firms in the supply network to learn to work together. For small firms who seek co-creation with large partners, this means collaboration, specialisation through relation-specific investments, flexibility and understanding the overall value system in which their bus...

Post‐satisfaction factors affecting the long‐term orientation of supply relationships

Purpose – This article seeks to analyze the concept of the long‐term orientation of relationships in the supply chain (SC). This research aims to study interactions between satisfaction and commitment with the relational perspective of firm‐supplier relationships.Design/methodology/approach – The establishment of a “post‐satisfaction” framework is necessary. A model based on structural equations is used to test the set of hypotheses.Findings – The findings show that cooperation, communication, satisfaction, proved trust and commitment explain the long‐term orientation of the relationships in the SC.Research limitations/implications – This research only considers the buyers perspective. The article considers some implications relating to different profiles of trust.Practical implications – The article includes several implications about how to communicate with customers and suppliers, how to cooperate with customers and suppliers, why buyers trust suppliers, how buyers perceive satisfaction, and how buyer...

Notions for the successful management of the supply chain: learning with Carrefour in Spain and Carrefour in China

Purpose – This paper proposes a framework that considers some key concepts to design and manage supply chains in both national and international contexts. For a better understanding, it is intended to illustrate this framework with the case of Carrefour in both Spain and China.Design/methodology/approach – In the form of a case study the paper explains global strategies in both countries. The paper also discusses similarities and differences in the supply chain management in both contexts.Findings – The paper found application of core SCM concepts to a leader distribution firm. “Thinking global and acting local” is also pertinent to application in the management of supply chains.Practical implications – Managers may identify key processes and consider the possible contributions of each to the efficiency of their own chains. This case study could be also used as an example of the successful management of the supply chain of a company leader in its sector.Originality/value – The present paper illustrates a ...

Customer engagement: Innovation in non-technical marketing processes

Abstract Economic globalization and growing competitive pressure require companies to invest more and more time and resources in innovation. Innovation may be technical in nature or linked to non-technical processes such as new approaches to channel linking, relationship building and customer portfolio management.This article takes a closer look at customer engagement as non-technical innovation linked to marketing capabilities and commercial processes. We analyzed a sample of 176 people in the Spanish mobile telecommunications sector. Our findings suggest that this new approach to client portfolio management boosts customer satisfaction and loyalty, leading to a commitment to spreading positive word-of-mouth. Such manifestations of engagement appear to significantly enhance performance for companies which foster non-transactional behaviors among their customers. Implications for management are discussed in the final section of the study.

Considerations and implications on the necessity of increasing efficiency in the public education system: The new public management (NPM) and the market orientation as reference concepts

Education is considered to be one of most important public services. It is an area whose extra value added to the economy and whole society has been demonstrated to be vital. However, as in case of a number of other public services, Public Administration has been accused of destining little resources to this service or either managing them poorly.Bearing in mind the aim to increase the efficiency of the management of the public sector in general and the public education in particular, this article specifically aims to become an element of consideration at stimulating discussion on the need of managing the resources of the Public Administration more efficiently -or, at least, in a more responsible way- and focusing its activity towards the real needs of the citizens, by considering the criteria of social and geographical equity. So, considerations based on theNew Public Management (NPM) andmarket orientation, they both considered as complementary guidelines, will become elements of key importance.Inside this framing, concepts sustaining both applications are briefly commented, the difficulty of measuring the real yield of certain public resources is estimated, and finally main implications for public education management are discussed.

Success factors in a CRM strategy: technology is not all

Abstract Organisations today need to create, maintain and reinforce relationships with customers. Customer Relationship Management (CRM) seems to have helped firms to better understand their relationships. However, past studies have looked at technology and customer orientations (COs) as key factors. This paper aims to analyse the simultaneous effect of Market Orientation (MO) (rather than CO), Knowledge Management (KM) and other organisational factors in order to explain how to implement a successful CRM. Findings suggest that MO and KM may influence CRM success. Data also suggest that particular organisational factors such as employees, leadership and specific know-how may be key factors in determining the success of CRM. For efficiency resource management, this paper recommends to focus not as much in technology, but on programmes for selection, training and motivation of employees which may enhance CRM objectives. Companies may also pursue a higher customer value by putting in place and reinforcing KM schemes in specific know-hows about CRM.