Roberto Friedmann

Market-oriented culture, knowledge-related resources, reputational assets and superior performance: a conceptual framework

In the last 10 years new theories of superior business performance have emerged from the work of marketing, strategy, organizational theory and economics scholars. These new perspectives, known under the labels of resource-based view of the firm, competence-based competition and evolutionary theory, share a special focus on a firms rare, valuable and difficult-to-imitate resources (e.g. intangible assets and organizational capabilities) as the key determinants of superior business performance. Based upon this work and developments in the marketing strategy literature, in this study we develop a conceptual model which links these different explanations of superior performance and renews original ideas in terms of the drivers of success and superior performance. Competition is approached as a dynamic phenomenon and, therefore, firm success is not permanent. Innovations are a common way in which the competitive advantages of other firms are offset or eliminated. In fact, the role of knowledge-related resour...

Customer Loyalty and Lifetime Value: An Empirical Investigation of Consumer Packaged Goods

It is traditionally accepted that customer loyalty is critical for a firms profitability. Recent research, however, questions the effects of customer loyalty on profitability. In light of this controversy, we examine the financial effects of customer loyalty using the framework of customer lifetime value (CLV). Our analysis reveals that in the area of consumer packaged goods, customer loyalty is positively associated with customer revenue and customer retention, both of which drive CLV. Thus, customer loyalty is indeed a predictor of long-term customer profitability to a firm. For marketers, customer loyalty continues to be a legitimate end goal to pursue in marketing management.

On the Internal Organization of Consumers' Cognitive Schemata

An operational definition for internal-based versus external-based schema variables via the tangible versus intangible dichotomy is provided. Using strings of one-word associations made in response to a verbal stimulus, the stochastic structure associated with the use of these variables is investigated. Analysis shows that a first-order Markov chain model which allows for dependence between two consecutive schema variables is more appropriate than a Bernoulli model in the description of the internal organization of cognitive schemata. The phenomena of “chunking” and tangible versus intangible dominance are expressed in the context of the parameters associated with a first-order Markov chain.

Pricing Augmented Commercial Services

The delivery of augmented services is a powerful demonstration of innovative product/service management. Based on well-executed scanning and positioning efforts, augmented services allow marketers to obtain a premium price for their innovativeness by delivering more than what consumers have learned to expect. For this purpose, Roberto Friedmann and Warren French have developed the notion of an augmented service. They then proceed to outline the necessary considerations and procedures for creating an augmented service that commands a premium price in its market.

A Resource-Based Framework of Innovation Strategy

In this paper we develop an integrative resource-based framework of innovation strategy.We suggest that firm resources (i.e., innovativeresources, complementary resources, and combinative capabilities are key elements in the innovative process of firms.