Firm survival through a crisis : the influence of market orientation, marketing innovation and business strategy

As an outcome of the economic crisis, the global manufacturing sector is collapsing. Focusing on Chinese manufacturing small and medium enterprises (SMEs), this study investigates whether marketing innovation, defined as improvements in the marketing mix, can assist in withstanding the challenges of operating under the current economic conditions. A conceptual model linking market orientation, marketing innovation, competitive advantage and firm survival is tested using structural equation modelling. Three key findings are derived. First, the examined Chinese manufacturing SMEs had a greater perceived likelihood of survival had they developed and sustained a competitive advantage. Second, marketing innovation assisted in developing and sustaining competitive advantages based on differentiation and cost leadership strategies. Third, marketing innovation capabilities improved when the examined manufacturing SMEs were competitor oriented and had good inter-functional capabilities.

Robust ODF smoothing for accurate estimation of fiber orientation

Q-ball imaging was presented as a model free, linear and multimodal diffusion sensitive approach to reconstruct diffusion orientation distribution function (ODF) using diffusion weighted MRI data. The ODFs are widely used to estimate the fiber orientations. However, the smoothness constraint was proposed to achieve a balance between the angular resolution and noise stability for ODF constructs. Different regularization methods were proposed for this purpose. However, these methods are not robust and quite sensitive to the global regularization parameter. Although, numerical methods such as L-curve test are used to define a globally appropriate regularization parameter, it cannot serve as a universal value suitable for all regions of interest. This may result in over smoothing and potentially end up in neglecting an existing fiber population. In this paper, we propose to include an interpolation step prior to the spherical harmonic decomposition. This interpolation based approach is based on Delaunay triangulation provides a reliable, robust and accurate smoothing approach. This method is easy to implement and does not require other numerical methods to define the required parameters. Also, the fiber orientations estimated using this approach are more accurate compared to other common approaches.

Marketing planning : operationalising the market orientation strategy

Despite strong empirical validation of the relationship between market orientation and business performance, the literature is inconclusive on the implementation of the strategy. This paper reviews the implementation of market orientation, and investigates the associations between market orientation and marketing planning and their associations with business performance. A survey of 216 Australian larger business organisations was conducted to find evidence of these relationships. The results highlight a close association between market orientation and marketing planning, with virtually the same level of association between them, and the business performance measures used. This evidence suggests that they arguably represent the same domain. The results suggest that marketing practitioners may use the marketing planning technique as an intangible productive resource to operationalise the market orientation strategy, and use it to design a specific style and magnitude of market orientation suitable for an organisation.

Improving the kinematic performance of the SCARA-Tau PKM

One well acknowledged drawback of traditional parallel kinematic machines (PKMs) is that the ratio of accessible workspace to robot footprint is small for these structures. This is most likely a contributing reason why relatively few PKMs are used in industry today. The SCARA-Tau structure is a parallel robot concept designed with the explicit goal of overcoming this limitation and developing a PKM with a workspace similar to that of a serial type robot of the same size. This paper shows for the first time how a proposed variant of the SCARA-Tau PKM can improve the usability of this robot concept further by significantly reducing the dependence between tool platform position and orientation of the original concept. The inverse kinematics of the proposed variant is derived and a comparison is made between this structure and the original SCARA-Tau concept, both with respect to platform orientation changes and workspace.

Inter-relationships between innovation and market orientation in SMEs

Purpose – This study aims to explore the nature of the interactions between two strategies, innovation and market orientation. By examining the components of these constructs the paper seeks to identify key components of market orientation that are antecedent factors of the innovation performance of the firm.

Design/methodology/approach – Correlation analysis was undertaken on data from a survey of 73 manufacturing firms in the Greater Western Sydney economic development zone in Australia. The data were supplemented by information obtained from the firm's annual reports.

Findings – Innovation was found to be positively correlated to market orientation (customer orientation, competitor orientation and inter-functional co-ordination) and both of these constructs were found to be positively correlated to firm performance and the degree of change in the firm's competitive environment.

Research limitations/implications – Possible limitations are: the low survey response rate; the nature of the sampled population; and the spread of industries involved, which could limit the generalisability of the results. The next steps will be to conduct deeper analysis into the factors that make up the subscales of the two constructs and to determine how market orientation or its associated activities interact with the innovation process.

Practical implications – In order to maximize a firm's financial performance, organizations should increase both their market orientation and their innovation activities as these factors operate synergistically.

Originality/value – This study is arguably the first to establish the finding that the degree of change in the competitive environment and the level of market orientation are linked, and the identification of the components of market orientation that are linked to firm innovation. These findings suggest that firm innovation and firm market orientation are strategic reactions to changes in the firm's competitive environment.

Managing negotiation knowledge with the goal of developing negotiation decision support systems

While Information Technology has been used to support negotiation there is little research in the domain of knowledge management in legal negotiation. In this paper we discuss the nature of negotiation knowledge and how such knowledge can be utilized to construct negotiation decision support systems. We conduct an in-depth examination of the notion of a BATNA (Best Alternative to a Negotiated Agreement) and given a useful BATNA, how we can use issue and preference elicitation and compensation and trade-off strategies to provide negotiation decision support. We conclude by indicating how current negotiation support systems can be extended to support Online Dispute Resolution and haw we can extend the Family_Winner system in light of the need to more adequately manage negotiation knowledge.

Organizational learning orientation - how can it foster alliance relationships?

Purpose – The purpose of this paper is to examine the importance of an organization's learning orientation in developing alliance relationships.

Design/methodology/approach – The paper is based on research conducted on organizations involved in alliances as well as practical evidence.

Findings – The paper finds that alliance managers need to focus on developing learning capabilities within their organizations to achieve superior alliance performance.

Practical implications – The paper has practical implications for managers involved in alliances as it shows the importance of an organization focusing on learning. With the relatively small number of alliance relationships that succeed, it is important that managers harness their organization's learning potential in the context of an alliance.

Originality/value – The paper is unique as it highlights the importance of an organization's learning orientation in an alliance context.