Lauren Skinner Beitelspacher

Supply chain networks and service‐dominant logic: suggestions for future research

Purpose – The service‐dominant (S‐D) logic views supply chains as value co‐creation networks. These networks promote knowledge growth amongst network members via resource deployment and coordination. The exchange of knowledge and utilization of operant resources among the network members leads to co‐created service offerings and value proposals for the end‐users, with the ultimate goal of transforming end‐user experiences to perceptions of superior value‐in‐use. The purpose of this paper is to develop an illustration of the value co‐creation concept and use this illustration as guide to examine the research gaps that are yet to be tapped in the area where supply chain networks and S‐D logic intersects.Design/methodology/approach – The literature on S‐D logic is reviewed and research gaps are identified and categorized in three specific groups.Findings – Three categories of research gaps in S‐D logic and supply chain management (SCM) areas include: gaps in utilization of internal operant resources by suppl...

Retail service‐based operant resources and market performance

Purpose – The service‐dominant logic (SDL) concept is reshaping the view of business‐to‐business research and practice. Thus, understanding the role of knowledge‐based operant resources, a key component of the SDL paradigm, in the ability of supply chains to shape competitive advantage and performance outcomes is vital. Further, operant resources have a hierarchical structure, with differing effects in building value for a supply chain. This research seeks to explore the effects of different levels of hierarchical operant resources in a retail supply chain setting.Design/methodology/approach – A survey was collected from 300 retailing informants who deal with both key suppliers and customers. The data were examined using hierarchical regression to explore the influence of internal and external operant resources on market performance, subject to the moderating effects of top management support and relationship quality.Findings – There is a positive relationship between internal and external operant resourc...

Integrating Corporate Social Responsibility Awareness Into a Retail Management Course

Both students and industry are demanding that marketing instructors incorporate discussions of environmental and social responsibility into their courses. Marketing educators play a critical role in developing the knowledge and skills students need to effectively integrate corporate social responsibility (CSR) into their future business endeavors. Yet many educators struggle with developing meaningful and effective strategies to incorporate CSR authentically into their curricula. The project discussed in this article outlines a learning tool that encourages students to consider CSR in the context of their own purchase decisions while also considering CSR from a broader macro environmental perspective. The main goal is to build a CSR awareness that extends beyond a student’s initial purchase exchange. Using retail as the context, students are required to consider CSR challenges including labor laws, environmental regulations, sourcing issues, and so on from the retailer and supplier relationships as well as the retailer and consumer relationships. Based on preliminary results, students’ awareness of CSR challenges throughout the supply chain increased and the project proved to be an effective way to engage students in real learning about CSR.

Educating the Retailers of Tomorrow: An Overview of Journal of Marketing Education Special Issue on Retailing:

According to the National Retail Federation, the retail industry employs about 13 million people and contributes

In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field

2.6 trillion to the total gross domestic product. As educators, it is essential that we prepare students for careers in this highly dynamic, engaging, and competitive industry. Today’s retail landscape is evolving rapidly. From self-checkout counters to humanoid robots on the sales floor, technology is changing the way retailers operate. The omni-channel nature of retailing empowers customers to interact with retailers on their terms and when convenient. Retailers must ensure that appropriate inventory levels are maintained so that customers can experience a seamless shopping experience across the multiple channels. Social media allows customers to read reviews from other customers, quickly compare information, and disseminate information to a broad network. Mobile technology is allowing consumers to access retailers on the go and providing retailers with an opportunity to deliver more customized messages to consumers. In-store, the experiential nature of the retail encounter is becoming increasingly important as a competitive differentiator. Even pricing models are changing with the popularity of renting merchandise or purchasing from consignment stores. The retailing industry is fast-paced and is reflective of changes in technology, supply chain management, and consumer behavior. The purpose of this issue is to share innovative ways of engaging students and incorporating retailing trends into the classroom. We are excited that the special issue includes eight articles that provide insights on innovative teaching methods, innovative pedagogical tools, and an overview of retailing education (see Table 1). The four articles focusing on innovative teaching methods showcase how retailing curricula can develop crossfunctional partnerships with retailers. These articles highlight how these methods can provide wins not only for the students in their learning but also for partnering retailers in providing new insights on an issue they may be facing or gaining exposure to bright students who might work with them in the future. Faculty also benefit from remaining cutting edge in challenges and opportunities facing the retail industry. “Bridging Theory and Practice in an Applied Retail Track” is a big picture article that describes how faculty at the Stockholm School of Economics and partnering retail companies offer a specialized retailing track that runs parallel to traditional courses during the students’ 3-year bachelor program. The detailed description of the framework highlights how educators are shifting from a dissemination of knowledge model to an experiential, situation, and skill-based learning model. The pedagogical tools discussed include workshops, company visits, themed lectures, career-planning and training, and consultancy projects. “Retailing Laboratory: Satisfaction and Skills Development Perception” describes the unique opportunities for students, retailers, and faculty when using a retail laboratory. The retail laboratory is a large space on the campus of Tecnologico de Monterrey that sells grocery, office supplies, and athletic clothing and has a linked learning center with one-way mirrors and video cameras allowing students to analyze consumers as they shop. The laboratory also allows 763667 JMDXXX10.1177/0273475318763667Journal of Marketing EducationRoggeveen and Beitelspacher editorial2018

Examining Negotiation Strategies in the B2C Context: Consumer Persuasion Knowledge vs. Seller Negotiation Techniques: An Extended Abstract

This research examines consumers’ general in-store mobile phone use and shopping behavior. Anecdotal evidence has suggested that mobile phone use decreases point-of-purchase sales, but the results of the current study indicate instead that it can increase purchases overall. Using eye-tracking technology in both a field study and a field experiment, matched with sales receipts and survey responses, the authors show that mobile phone use (vs. nonuse) and actual mobile phone use patterns both lead to increased purchases, because consumers divert from their conventional shopping loop, spend more time in the store, and spend more time examining products and prices on shelves. Building on attention capacity theories, this study proposes and demonstrates that the underlying mechanism for these effects is distraction. This article also provides some insights into boundary conditions of the mobile phone use effect.

Co-creating “The Deal.” How Salesperson Negotiation Strategies and Customer Persuasion Knowledge Interact to Determine Price Discounts and Customer Satisfaction: A Structured Abstract

Negotiation is a pivotal point in a sales exchange. The negotiation ability of the buyer is strongly related to the buyer’s satisfaction with the exchange. In order to influence the negotiation process, sellers also have to possess negotiation techniques that are advantageous to their firm. While the occurrence and acceptance of negotiation in B2C settings has increased, marketers still seem torn as to whether negotiating with customers is a good idea. The purpose of this research is to examine the role of negotiations in the B2C process using the context of co-production of the deal. We suggest that the sellers’ negotiation strategies, as well as the buyer’s (in this case the consumer’s) knowledge of persuasion, will have a significant impact on the satisfaction both parties achieve from the exchange.

Managing Control Expectations in Business-To-Business Relationships

An increasing number of businesses are encouraging their salespeople to negotiate with customers while making a deal. The deal is where product specifications and the logistical aspects of the exchange are discussed and negotiated. This research examines the “crafting of a deal” from the perspective of value co-creation, where important negotiation outcomes are theorized to be determined by the interactions between salespeople’s negotiation strategies (SNSs) and customers’ persuasion knowledge (CPK). Using a unique dyadic dataset that combines multisource (salesperson and customer) survey data with objective purchase price information, we find that neither SNS nor CPK directly impact either outcome. Instead, all outcomes depend on the interaction of SNS and CPK. The compelling results provide evidence for varying levels of value co-creation on both the selling firm and the customer sides of the sales interaction based on the negotiation strategy employed by the salesperson.

Understanding the contribution of curb appeal to retail real estate values

Control is a frequently discussed human characteristic that is often expressed as an individual’s need to showcase his/her competence, superiority, and mastery over an individual, a group of people, or the environment (White 1959). Control has been examined extensively in the psychology literature, yet marketing research has yet to examine the role that control plays in business-to-business relational exchanges. Although power and dependence have been carefully examined, the impact of control on relational and transactional exchanges has yet to be explored. Previous research has examined antecedents and outcomes of desire for control. This research examines desire for control in the business-to-business context, specifically the relationship between the supplier and the retailer, where traditionally the buyer (retailer) is more likely to have a higher desire for control in the relationship. This study examines the dimensions of the buyer-supplier relationship that might reduce the retailer’s desire for control.

Understanding social media effects across seller, retailer, and consumer interactions

ABSTRACT The concept of curb appeal and its impact on property values has been largely neglected in the real estate literature. In the context of retail real estate, curb appeal represents the general attractiveness of a store as viewed from the sidewalk or parking lot that is expected to affect consumer patronage decisions and consequently property values. We first develop a measurement instrument for curb appeal and assess its validity using exploratory and confirmatory factor analysis. Our results suggest that curb appeal is multidimensional and consists of an atmospheric, architectural and authenticity dimension. Then, we use survey responses, transaction data and spatial regression to quantify the impact of curb appeal on sales prices. We find that the atmospheric and architectural dimensions have a significantly positive impact on sales prices. We also show that curb appeal dimensions are highly correlated with observable building features traditionally included in hedonic pricing models.