Yann Truong

Perceived intrusiveness in digital advertising: strategic marketing implications

With the growth of advertising utilizing digital media, negative consumer perceptions relating to intrusiveness are believed to be challenging the claimed added-value of this medium over traditional media. Building from this context, there has been little empirical work that addresses inherent strategic marketing challenges – indeed this can be applied more generally to strategic marketing challenges surrounding various aspects of new media, such as blogs and social networks. Building from this, internet and mobile digital media platforms form the locus of a qualitative study of 20 consumers, which explores perceptions of digital advertising within the intrusiveness context. A unique contribution of this study is the linking of perceived consumer intrusiveness, with strategic marketing implications relating to the push/pull context. Key outputs of this study then, are strategic implications for marketers in utilizing digital media for advertising, while also providing a unique contribution to extant thinking in the area, and a basis for further study in a formative – yet increasingly important – area of strategic marketing.

An Exploration of Business Model Development in the Commercialization of Technology Innovations

Research on business model development has focused on the relationships between elements of value conceptualization and organization having a linear sequence in which business models are first designed and then implemented. Another stream of research points to business model development with these elements interacting in a cyclical manner. There is a need to improve our understanding of the connective mechanisms and dynamics involved in business model development, particularly from the challenging perspective of commercializing innovations. The aim of this paper was to explore business model development during the commercialization of innovations through a case‐based qualitative study. This study found from four case studies that specific elements of business model development, representative of the conceptualization of value and organizing for value creation, integrate in a dynamic and cyclical process in the commercialization of technology innovations. The study provides empirical evidence that adds new insights to literature on sequential and more interactive processes of business model development. It also contributes to literature on business model development and particularly how it relates to the commercialization of innovations.

Branding strategies for high-technology products: The effects of consumer and product innovativeness

Choice of an appropriate branding strategy is a critical determinant of new product success. Prior work on fast-moving-consumer-goods (FMCG) prescribes that new products carry new (vs. existing) brand names to appeal to earlier adopters - a critical target for new products. However, such a prescription may not be prudent for high-technology (HT) products, as they often involve considerably more consumer perceived risk than FMCG. By drawing on Dowling and Staelins (1994) framework of perceived-risk handling, we propose that both earlier and later adopters will favor existing brands to cope with the elevated risk associated with an innovative HT product. Two studies - one conducted in an experimental setting and the other in a field setting - support the proposition that both earlier and later adopters respond more favorably to existing (vs. new) brands on innovative HT products.