Pelin Bicen

How do firms innovate with limited resources in turbulent markets

Abstract Th is study explores the question of how firms innovate with limited resources in turbulent markets utilizing the comparative case studies of 10 start-up companies. The evidence discovered while studying resource-limited innovation at these 10 companies suggests that the effect resource utilization has on innovation performance is moderated by four attitudinal factors that act as catalysts for successful innovation when resources are limited. The four factors are: Intention, Inspiration, Integration, and Indefatigability. These factors are the foundation of ‘lean innovation capability’ such that companies, in the presence of these attitudinal factors, use limited resources in creative ways. The study’s results suggesta need to reconsider the conventional wisdom regarding the need for the abundance of resources in order to successfully innovate. In fact, utilizing the case data, we argue that limited resources managed with these four-attitudinal factors lead to superior innovation performance, which is underutilized and ineffi ciently deployed in more munifi cent environments.

An examination of antecedents of conversion rates of e-commerce retailers

Purpose - – This study aims to theorize and empirically examine the relationship between “purchase intention and conversion rate”, “website satisfaction and conversion rate” and “purchase intention and conversion rate”. E-Commerce conversion rate represents the percentage of visits to an e-tailer’s website that includes a purchase transaction. Despite the importance of conversion rates for e-tailers, prior research predominantly used purchase intention and website satisfaction as main dependent variables and implicitly assumed that these variables will influence the actual purchase. Design/methodology/approach - – Data on 85 US retail websites were used to test the hypotheses. The unit of the analysis is the online retail website. Regression analysis was used to perform the data analysis. Findings - – The results indicate that both purchase intention and website satisfaction positively influence conversion rates. It was also found that website satisfaction positively influences purchase intention. Research limitations/implications - – Only data from 85 US e-tailers from the top-100 US online retailers are used to test the hypotheses. Also, conversion rate is only one of the several important success metrics used by e-tailers. Originality/value - – This study not only examines antecedents of e-commerce conversion rates, but also theorizes and tests if there is a statistically significant relationship between “purchase intention and conversion rate” and “website satisfaction and conversion rate”. This is because, although previous studies used purchase intention and website satisfaction as main dependent variables and proxies for actual purchase behavior, they did not validate this relationship. This study shows that: there is a statistically significant relationship between “purchase intention and conversion rate” and “website satisfaction and conversion rate”, there is also a statistically significant relationship between “website satisfaction and purchase intention” and this study used firm-level data to theorize, measure and analyze the data, whereas prior literature used only individual-level data.

Clickers Are Dynamic Assessment Tools in Marketing Education

The main objective of this study is to introduce clickers (personal response system, PRS) as a dyanamic assessement tool, and investigate the effect of clicker techmology, as an effective intervention, on students’ behaviors and motivation. Further, this study aims to offer a rationale for using clicker technology and suggest best parctices for intergrating the technology into marketing course curriculums.

Persistent Innovation and Firm Orientations: A Conceptual Framework—An Abstract

Continuous supply of innovations is important for firms to remain profitable in a rapidly changing technological and market environment. This chapter, first, builds on the notion of persistent innovation with reference to approaches to learning about and tracking customer needs, the development of new market offerings, the development and implementation of internal processes, and the development and implementation of specific marketing programs. Second, characteristics that reflect a strong marketing and R&D interface, that is, connectivity, cooperation, knowledge exchange, and knowledge integration, are identified. Third, recognizing that firm orientations, that is, internal customer orientation, market orientation, learning orientation, technology orientation, and entrepreneurial orientation, are important for firms focused on persistent innovation, a conceptual framework that synthesizes relevant literature streams is developed. The framework reveals empirical potential for better understanding of how organizations can continuously innovate for competitive advantage in the marketplace. Discussion and future research directions are provided.

Integrated Marketing Communication (IMC): Conceptual and Theoretical Lacunae, Foundational Premises, and Framework

Over the last four decades, several researchers have investigated the concept of integrated marketing communication (IMC). Particularly, in the last decade, IMC as a research area has generated a lot of debate, led to intellectual discourse, and overall, contributed to the evolution of IMC. This is reflected in about 150 research articles, 400 books, three special issues by Journal of Advertising, Journal of Advertising Research, and Journal of Business Research, and a journal entitled International Journal of Integrated Marketing Communications. Furthermore, several universities (e.g., Florida State University, Northwestern University, University of Denver, and West Virginia University) have instituted undergraduate and graduate IMC programs. In fact, 31 universities across the world offer IMC programs (Kerr et al. 2008). However, these developments notwithstanding, IMC remains a controversial and theoretically underdeveloped domain within the marketing literature.

A Systematic Review of NPD Alliances: Themes, Central Issues, Theoretical Foundations, and Research Agenda

We conduct a systematic review of more than 500 NPD articles in the business/engineering literatures. Our systematic review reveals eight distinct themes. Based on themes, we discuss central issues and theoretical foundations. Finally, we identify research gaps in each theme and present a research agenda for NPD alliances.

Parallel Imports Debate and Resource-Advantage Theory

The debate over permitting parallel imports in the global economy has been grounded by principles derived from neoclassical competition. However, some of the principles of this line of economic thought have misled the debate in market-based economies. Based on the R-A theory, authors argue that parallel imports should be prevented.

Critical Review as a Method of Inquiry: Issues and Implications

Starting in the 1970s, several articles appeared in the marketing and management literatures that claim to be critical reviews of concepts, theories, and methods. However, there does not seem to be any agreement among researchers as to what a critical review is. In fact, to the authors’ knowledge, none of the articles provide a definition of “critical review.” In order to understand what researchers mean by critical reviews, we delved deeper into different kinds of reviews that researchers use.