Michael Antioco

Consumer adoption of technological innovations: Effects of psychological and functional barriers in a lack of content versus a presence of content situation

Purpose – This study seeks to investigate barriers in the consumer adoption process of technological innovations under different contingencies. The paper aims to focus on barriers impeding adoption of technologies characterized by high incompatibility and high uncertainty – i.e. a “lack of content” (LoC) situation – versus technologies characterized by low incompatibility and low uncertainty – i.e. a “presence of content” (PoC) situation.Design/methodology/approach – Based on a literature study, the paper develops hypotheses that distinguish the diverging effects of both psychological and functional barriers on consumer adoption in different situations (LoC versus PoC). Data were collected by means of a survey, resulting in an effective sample of 229 respondents.Findings – In the case of LoC, the value, risk (financial and performance) and image barrier are negatively related to adoption intention, where the latter barrier is significantly stronger for the LoC situation than for the PoC situation. For PoC...

Do different marketing practices require different leadership styles ? An exploratory study

Purpose – The literature discusses the relationship between marketing practice and leadership style and suggests that these are dynamic and linked. Providing empirical data, this paper seeks to investigate this relationship between marketing practices and leadership styles.Design/methodology/approach – A model was developed and tested using a survey methodology based on two well‐validated research instruments, one from the Contemporary Marketing Practices research group and the other the MLQ leadership questionnaire. Data were analyzed using a Partial Least Squares (PLS) approach.Findings – The results showed that a transformational style of leadership is positively associated with interaction and network marketing. Transactional leadership is positively associated with database and network marketing. Passive/avoidant leadership has no effect on any of the marketing practices.Research limitations/implications – The research is unique and exploratory, and was conducted in a UK context. The use of moderator...

Value marketing in the health care industry

In business and industrial marketing, upstream and downstream alike, the creation of value is paramount to any company’s survival (Kotler & Keller, 2008) and even more so at a time where dramatic changes in business and industrial marketing’s context are leading to fundamental changes in what companies should be analysing, creating, and delivering (Doyle, 2000; Hunt, 2000). Value has been examined in the marketing management literature (e.g. Albrecht, 1992; Alderson, 1957; J.C. Anderson&Narus, 1999; P. Anderson, 1982; Doyle, 2000; Drucker, 1973; Woodruff, 1997), as well as the purchasing and supply management literature (e.g. Carr & Ittner, 1992; Ellram, 1995; Van Weele, 2001; Wouters, Anderson, & Wynstra, 2005). Two more or less distinct research streams can be identified within this literature (Lindgreen & Wynstra, 2005). The first of these streams deals with the value of products and services, whilst the second stream focuses on the value of buyer–seller relationships. Despite its identified importance, value is a complex issue. In fact, the literature remains scarce on studies examining how selling companies in reality analyse, create, and deliver value to buying companies (Lindgreen, in press). This special issue seeks to address this gap in the literature by examining various issues relating to the different ‘facets’ of value that result from the crossing of the two research streams with the three themes of analysis, creation, and delivery.