Being ahead of its time the consumer resistance phenomenon: A comparative case study research

Double Degree.

ESTABLISH & DEPLOY DOWNSTREAM MARKETING CAPABILITIES: a case study research following the framework implementation journey

According to many academic researches, the development of marketing capabilities can enhance organizational performance. Similarly, downstream marketing capabilities have an important role in accomplishment the organizational goals. Particularly the downstream marketing capabilities identified in this research are the Marketing Communication, Selling, Marketing implementation, and Market information management. These four capabilities are summarized under the following abilities. First, the ability to manage customers’ opinion regarding the offered value from the organization. Second, the ability of the organization to obtain orders from new and established customers. Third, the ability of aligning and translate the marketing strategy into an operating action plan along with the deployment of the organizational resources. Forth, the continuous process of gathering and managing information about the markets. Moreover, the literature review of this research shed light on the elements that compose the downstream marketing capabilities. Specifically, this research examined the downstream processes and the required information required to control these processes based on the American Productivity and Quality Center’s Process Classification Framework. Furthermore, the literature review examined some of the technological tools that are used in marketing processes, and also some managerial implication regarding the management of the downstream marketing employees. Along with the investigation of downstream marketing capabilities, the literature review investigated the utilization and the benefits of Component Business Model and Process Classification Framework, as they are defined by the organizations that developed them. Besides this initial study, the research presents how the examined organization is using the two frameworks together by cross-referring them. Finally, the research presents the optimal deployment of the collected downstream capabilities elements in the current organizational structure. The optimal deployment has been grounded on the information collected from the literature review but also from internal documentation, provided from the examined organization. By comparing the optimal deployment and the current condition on the organization, the research exhibits some points for improvement, but also some of the projects that are currently in progress inside the organization and eventually will provide solutions to these downsides.

Being ahead of its time the consumer resistance phenomenon: a comparative case study research

As empresas frequentemente negligenciam o fenômeno da resistência dos consumidores, culminando em investimentos em vão que podem comprometer a sustentabilidade financeira da empresa. Em um mundo onde a novidade é solicitada pelo mercado, as empresas impulsionadas por inovação devem perceber se os consumidores estão preparados para receber uma tecnologia disruptiva. Neste cenário, a difusão tecnológica tornou-se um tema importante de debate entre os pesquisadores. A resistência dos consumidores, no entanto, tem sido negligenciada na literatura. Este estudo analisa as características de inovação percepcionáveis que inibem a massa crítica de consumidores a adotar produtos tecnológicos. Além disso, este estudo complementa a literatura atual, fornecendo resultados empíricos e testando a teoria existente. O projeto de pesquisa tem uma abordagem qualitativa de estudo de caso múltiplo, investigando as características mais relevantes de dois produtos tecnológicos disruptivos que foram rejeitados pela maioria dos consumidores, versus outros dois produtos tecnológicos disruptivos que foram positivamente reconhecidos. Os resultados mostram que a compatibilidade com o estilo de vida do cliente constitui o fator mais importante que levanta barreiras para a adoção.

What's in it for us? A case study research about micro sense making processes through the eyes of front line employees, during culture change implementation

Abstract How employees make sense of change is a very complex process. Recently, academics have neglected to research sense making activities in a micro culture implementation context, through the eyes of front line employees. In contrast to a macro view, a micro perspective limits researchers to only look at an individual, departmental or group level. By doing so, we can zoom in on the details of sense making processes that employees use in their daily work life. A macro (organisational) view is based on the notion that there is a general integrated culture that can be found in all organisational units and departments. It is assumed that culture can be researched by using the entire organisation as one single research entity. This thesis challenges this assumption. In case of planned change it is usually the management community who are in charge of the change intervention. Because of their formal hierarchical position, they have the power to abort or initiate change programs. It is perhaps therefore that researchers tend to be focused on the management community rather than on lower level organisational members, such as front line employees. Apart from the micro view, scholars also neglected to research culture change implementation through the eyes of front line employees. This thesis is an attempt to fill these two gaps that currently exists in academic change management publications. The main research question is therefore: From a micro point of view how do front-line employees make sense of the impact of culture change, during the implementation phase? This thesis starts with a literature review which exposes the two main gaps. The most important outcome of this review is that only 2% of the research articles dealt with culture implementation, through the eyes of front line employees. A conceptual research model is built on the integrated sense making theory of Weber and Manning (2001) and the micro variables of Raelin and Cataldo (2011). These theories emphasize elements of sense making in a daily working context. It is likely that front line employees can identify themselves with research elements such as tasks, skills practices, involvement and behaviour. Front line employees were selected, because as lower level organisational members they are usually the change recipients. They are further away from the change initiating scene (usually the management of an organisation) and form a potential sense making ‘hotspot’ that could provide new academic insights. In order to carry out the primary research, two case organisations were selected in the leisure industry. A participative case study research method was chosen. This meant that the researcher worked in the concerning departments of the case organisations. The goal was to observe and interview front line employees, while they were performing their jobs. The most important advantage of this approach is that the researcher temporarily becomes one with the organisation and is therefore able to acquire both formal and informal narratives that front line employees use during sense making activities. It was found that front line employees make sense of organisational change by using a practical approach. They make sense of the change program by carrying out new tasks, developing new skills and sharing best practices. The most noticeable conclusion was that sense making activities predominantly take place at an individual level in relation to change acceptance. Organisational members tend to create a mental equation in order to weigh the advantages against the disadvantages. They evaluate whether the concerning change program is beneficial to them or not. For future research a sense making scheme model is suggested that is based on two methods: an introspection and an action method.

Stumbling Blocks in Empirical Legal Research: Case Study Research

This article examines the main assumptions and theoretical underpinnings of case study method in legal studies. It considers the importance of research design, including the crucial roles of the academic literature review, the research question and the use of rival theories to develop hypotheses and the practice of identifying the observable implications of those hypotheses. It considers the selection of data sources and modes of analysis to allow for valid analytical inferences to be drawn in respect of them. In doing so it considers, in brief, the importance of case study selection and variations such as single or multi case approaches. Finally it provides thoughts about the strengths and weaknesses associated with undertaking socio-legal and comparative legal research via a case study method, addressing frequent stumbling blocks encountered by legal researchers, as well as ways to militate them. It is written with those new to the method in mind.

Collaboration in 3D virtual worlds : a protocol for case study research

Three-dimensional virtual worlds have been growing fast in number of users, and are used for the most diverse purposes. In collaboration, they are used with good results due to features such as immersion, interaction capabilities, use of avatar embodiment, and physical space. In the particular cases of avatar embodiment and physical space, these features support nonverbal communication, but its impact on collaboration is not well known. In this work we present a protocol for case study research and its creation process, which aims to assert itself as a tool to collect data on how nonverbal communication influences collaboration in three-dimensional virtual worlds. We define the propositions and units of analysis, and a pilot case to validate them. Then, two cases are analysed under the created protocol. Most of the propositions found chains of evidences supporting them.

WHAT IS THE USE OF A SINGLE-CASE STUDY IN MANAGEMENT RESEARCH?

The purpose of this article is to present a defense of the use of single case studies in management research. The defense is necessary because this type of research has been relegated to a secondary role, or even rejected, by many researchers, who consider it unscientific. Evidence of this low status is the fact that most reputable academic journals in management publish few articles based on single-case studies. In this paper, we examine in detail the objections to the use of such cases in management research. We show the efforts made by some researchers to answer these objections and we show quality criteria for research that are alternatives to the criteria used in the so-called "scientific method." Our analysis suggests that a better understanding - by researchers with different methodological preferences - of the arguments for each particular use of the single-case study as a research method would allow a better dialogue between researchers and benefit management research as a whole.

Integration of marketing research data in new product development. Case study: Food industry company

The aim of this master’s thesis is to provide a real life example of how marketing research data is used by different functions in the NPD process. In order to achieve this goal, a case study in a company was implemented where gathering, analysis, distribution and synthesis of marketing research data in NPD were studied. The main research question was formulated as follows: How is marketing research data integrated and used by different company functions in the NPD process? The theory part of the master’s thesis was focused on the discussion of the marketing function role in NPD, use of marketing research particularly in the food industry, as well as issues related to the marketing/R&D interface during the NPD process. The empirical part of the master’s thesis was based on qualitative explanatory case study research. Individual in-depth interviews with company representatives, company documents and online research were used for data collection and analyzed through triangulation method. The empirical findings advocate that the most important marketing data sources at the concept generation stage of NPD are: global trends monitoring, retailing audit and consumers insights. These data sets are crucial for establishing the potential of the product on the market and defining the desired features for the new product to be developed. The findings also suggest the example of successful crossfunctional communication during the NPD process with formal and informal communication patterns. General managerial recommendations are given on the integration in NPD of a strategy, process, continuous improvement, and motivated cross-functional product development teams.

Public support for sustainable commercial harvesting of wildlife: An Australian case study

This paper surveys a sample of 204 members of the Australian public to determine their attitude to the sustainable commercial harvesting of wildlife generally, and considers their specific support for the sustainable commercial harvesting of each of 24 Australian native species. The general attitude of the sample to wildlife harvesting is related to their attitude to nature conservation. The relationship between respondents’ support for the sustainable commercial harvesting of each of the species and their degree of endangerment based on IUCN Red List rankings is established and found to be an inverse one. Support for the commercial sustainable use of each of the species is compared with the willingness of respondents to pay for their conservation. Support for sustainable commercial harvesting of species is found to be inversely related to the willingness of respondents to pay is for a particular species’ conservation. In turn, this willingness to pay is found to rise with the degree of endangerment of species. While the likeability of a species has some influence on whether there is support or not for its commercial harvesting, it does not seem to be the predominant influence— the degree of endangerment of a species appears to be the major influence here. Even so, this does not imply majority support for the harvest of all species that are not threatened; rather, majority support for harvest was observed only for some species known to be abundant. None of the species that appear in the Red List have majority support for harvesting. Implications are outlined of the results for the policy of promoting wildlife conservation by means of sustainable use.

Tourism as a contributor to development in Sri Lanka: An overview and a case study

General background is provided on the potential of tourism growth to contribute to economic development, paying particular attention to the experience of Sri Lanka. An overview of trends in inbound tourism to Sri Lanka is presented with particular consideration being given to its number of inbound tourist arrivals. Sri Lanka’s comparative position in international tourism markets, the composition of its tourist arrivals by area of origin, the extent of foreign earnings by the Sri Lankan tourism industry and variations in the amount of these earnings, and the extent of employment generation by this industry are examined. Regional aspects of the tourism industry in Sri Lanka are given special consideration, and this is followed by a report on the regional economic impact of tourism of Pinnawala Elephant Orphanage. This major tourist attraction near the edge of the Western Highlands of Sri Lanka is shown to make a significant contribution to economic decentralisation. A general discussion follows of tourism development in the Sri Lankan context. The main factors that have hindered tourism growth in Sri Lanka and its decentralisation are considered. Indications are that major impediment posed by civil disturbance and terrorism is at an end in Sri Lanka.

Knowledge of birds and willingness to pay for their conservation: An Australian case study

This case study concentrates on the extent of knowledge of members of the Australian public of Australia’s tropical bird species and their willingness to pay for their conservation. In order to place this issue in context, it first provides background information on the status of Australian bird species, focusing attention on species that occur in tropical Australia. Then, using survey results, this study considers the hypothesis that the public’s relative support for the conservation of different bird species depends on its comparative knowledge of their existence and status. Based on experimental results from a sample of residents of Brisbane, Queensland (Australia), it is found that their knowledge of bird species that occur exclusively in the Australian tropics (including tropical Queensland) is very poor compared to those that also occur in the Brisbane area and are relatively common. Experimental results indicate that when respondents in the sample had an option to allocate $1,000 between ten bird species listed in the survey, it resulted in a greater allocation of funds to the better known and more common species than when they were provided with balanced information about all the selected species. With balanced information the average allocation to bird species confined mostly to the Australian tropics, particularly those threatened or endangered, increased. The general consequences of this for policies for the conservation of birds are discussed.