Sheena Leek

Learning to Build a Supply Network: An Exploration of Dynamic Business Models

Firms are confronted with the challenge of learning how to develop and manage supply networks, which reduce their operating costs and maximize their effectiveness in the marketplace. In pursuit of such goals they are increasingly turning to the use of dynamic business models. Dynamic business models represent continuous change and therefore make firms learn constantly new and better ways of doing things. These changes are manifestations of inter-firm knowledge transfer. The aim of this research is to explore dynamic business models as an example of inter-firm knowledge transfer. Adopting a case study approach, we examine three components of dynamic business models network structure, inter-firm routines and knowledge forms and describe their integration through a problem solving approach to building an offshore supply network. Our empirical findings suggest that dynamic business models help organizations identify and link key actors with each other (at the firm and individual level), and aid the identification and specification of appropriate knowledge types and knowledge transfer mechanisms for different actors, in different contexts.

How is information technology affecting business relationships? Results from a UK survey

Abstract Since the interaction approach to the study of business-to-business relationships was developed in the early 1980s [Hakansson H, editor. International marketing and purchasing of industrial goods: an interaction approach. Chichester: Wiley, 1982.], significant changes in the business environment have occurred. The change from manufacturing to services in the more mature economies, globalisation and the rapid evolution of IT and e-commerce are obvious examples. The development of IT and e-commerce on the Internet has been predicted to dramatically affect the way business is conducted, with most surveys pointing to the dominant role that it will play in business to business markets [Key Note. Internet usage in business. London: Key Note Market Reports, 2000.]. In this paper, we examine the impact that information technology is having on business relationships, which lie at the very centre of current thinking in marketing. The results of our initial study shows that the uptake of new technology in business to business companies to be very variable. The usefulness and frequency of use of mobile phones, e-mail, the Internet, intranets, extranets, and audio- and video-conferencing will we believe increase in the future, but perhaps not as quickly as many of the forecasts have predicted. Interestingly, although suppliers are more computer literate than the buyers, the buyers are using the Internet to source suppliers from abroad.

Situational determinants of fish consumption

Despite having properties well‐suited to “healthy‐eating”, fish is a declining product. Consumers’ evaluations of fish are known to differ between consumers and non‐consumers, but the precise differences, which might be of use in the development of a marketing campaign, are vague. Analyses suggest that the factors that influence consumer choice are predominantly environmental, and a model of situational determinants of consumption (the behavioural perspective model or BPM) is proposed as a theoretical framework. A random sample of UK consumers (n = 311) provided information on their past and intended purchasing of three types of fish product – fresh, frozen and canned – and on their beliefs regarding the consequences of fish consumption. Factor analysis reveals that such beliefs regarding fish fall into one of five components: versatility, situational relevance, negative properties, economy, and convenience. Multiple regression analysis indicates that these are differentially related to fish consumption. In general, fish consumers differed on all five factors from non‐consumers, but important deviations from this generalisation were identified for fresh, frozen and canned fish. Suggestions for marketing action and further research are derived from the practical applicability of the results and the support they provide for components of the BPM.

Cognitive Antecedents of Consumers' Willingness to Purchase Fish Rich in Polyunsaturated Fatty Acids (PUFA)

A sample of UK consumers (N = 311) was interviewed in order to identify the attitudinal, cognitive and involvement characteristics of probable early adopters of polyunsaturated fatty acid (PUFA) fed fish. Attitude to fish significantly influenced PUFA fish, premium price PUFA fish, PUFA salmon, PUFA eel and PUFA sturgeon purchase. Involvement in healthy eating influenced PUFA fish, premium price PUFA fish and PUFA salmon purchase. Cognitive style did not influence PUFA fish and premium price PUFA fish purchase; nor, contrary to earlier research, did cognitive style and involvement interact to influence intended PUFA fish purchases.

Consumer confusion in the Chinese personal computer market

Purpose – The paper seeks to identify the sources of confusion in the Chinese personal computer market and the confusion reduction strategies used.Design/methodology/approach – A self‐completion questionnaire with a sample of 140 respondents was used.Findings – Technological complexity is the major source of confusion. Word of mouth is the most common source of information used to reduce confusion due to its credibility and reliability.Practical implications – Technical confusion leads to similarity confusion and overchoice confusion. Manufacturers and retailers need to address technical confusion to reduce the overall level of confusion in the PC market.Originality/value – The paper examines confusion in an Eastern culture, whereas previously it has been predominantly investigated in Western cultures.

Entering and developing a service network

Purpose – This paper seeks to investigate the role of social capital in facilitating the entry of new business ventures into service networks.Design/methodology/approach – The empirical work is undertaken via case study‐based research, featuring three service businesses, each entering and operating in a different marketplace.Findings – Results show that new service businesses are not necessarily able to draw on existing social capital in order to enter a business network and build relationships with potential customers and suppliers.Research limitations/implications – Future empirical work should re‐examine the distinctions between the role and nature of social capital for new service businesses.Practical implications – The paper suggests how the new service entrepreneur might invest personal resources in networking to initiate relationships and build a network of customers and suppliers.Originality/value – The paper presents the little researched area of networking and relationship initiation as a means ...

Concept testing an unfamiliar fish

This paper examines the problems of launching new products onto the market, particularly healthy foods and fish products. Research was undertaken to investigate whether consumers would be prepared to purchase a new concept, i.e. polyunsaturated fatty acid (PUFA) fed fish, premium price PUFA fish and different species of PUFA fish, specifically salmon, eel and sturgeon. The factors influencing the respondents’ decisions were investigated. The methodology utilised a questionnaire containing both qualitative and quantitative questions and several group discussions. It was found that the majority of the sample found the concept of PUFA fish acceptable and plausible and were prepared to pay a premium price, but the number of people prepared to purchase specific PUFA species was lower. Although health was given as a main reason for purchase other factors such as image, physical appearance of the whole animal, sensory properties, the type of product and the price also had to be satisfied for a clear purchase intention to be indicated.

Healthy eating or chips with everything

Outlines the numerous messages sent to consumers regarding healthy eating practices and indicates the problems involved in determining whether or not the British consumer has adopted a nutritious and healthy diet. Research was undertaken which measured individuals’ involvement in healthy eating issues and related this to several demographic characteristics. The research indicates some variation in involvement in healthy eating according to demographic variables but the results were not statistically significant. Group discussions were also conducted which confirmed that the healthy eating messages were widely received and understood; however, there was some confusion over their content, scepticism regarding the veracity and motivation of some sources and a growing resentment of boring and puritanical themes. In the future care must be taken to produce clear, simple and positive healthy eating messages to the public if trends towards a more nutritious diet are to continue.

Shared learning in supply networks: evidence from an emerging market supply network

Purpose – Firms face the challenge of developing learning capabilities that enable them to work as part of an effective business network. While an extensive literature examines learning capabilities within the firm, little attention has been given to shared learning that occurs between networked firms. This study aims to explore how a manufacturer and businesses services provider learn to develop their supply network. Specifically, this research investigates four areas of shared learning that are central to supply network success, and discusses the development of shared learning capabilities within a supply network. Design/methodology/approach – The paper presents an in-depth, longitudinal case study of a supply network that involves an engineering company and two business services suppliers. Findings – The study suggests that developing shared learning capabilities in four key areas is imperative for network success: business relationships, customers’ desired values, firm boundaries, and network structures. Furthermore, there are three distinct types of shared learning that were common to all four areas of shared learning identified. These are: strategic shared learning, operational shared learning, and exchange shared learning. Research limitations/implications – The research findings are based on a single case study. Additional research across multiple case studies is needed in order to verify the findings reported. Practical implications – The four learning areas have significant managerial implications for the way managers develop mechanisms to capture and share learning associated with developing supply networks. Originality/value – This research addresses a gap in the literature concerning the areas of learning capabilities for developing a supply network. The findings are important to research and practice with regard to how companies develop learning capabilities.

Consumer confusion and front of pack (FOP) nutritional labels

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