The Role of Non-Coercive Influence Tactics in Online Marketing

This thesis examines the effectiveness of non-coercive influence tactics in the context of consumer online behaviour. The objective of this study is to develop a comprehensive understanding of consumer online behaviour and the role of information types in affecting the consumer’s cognitive responses and behavioural outcomes. The theoretical part of the study examines the academic literature on consumer online behaviour and influence tactics used both in traditional buyer/seller relationships as well as in relationships mediated by online technologies. The empirical part of the study is carried out with four experiments that utilise non-coercive influence tactics to affect online consumer behaviour. The consumers included in this study are 18-28 year-old structural and civil engineering students in Finland, United Kingdom, United States and India. The findings suggest that non-coercive influence tactics are applicable in the online marketing context and generate cognitive responses of site awareness, site involvement and exploratory behaviour which subsequently results in behavioural outcomes of compliance, eWOM and site abandonment.

Análisis de los procesos de internacionalización en el sector petrolero : Ecopetrol, Petrobras Y Exxonmobil

El presente trabajo se centra en el fenómeno de la internacionalización dentro del sector petrolero. Para esto, se escogió a tres empresas: Ecopetrol, por ser la empresa colombiana más grande; Petrobras, el mayor representante de Latinoamérica; y Exxon Mobil, un gigante del petróleo a nivel mundial. Estas empresas, que se encuentran en diferentes etapas dentro de su proceso de la internacionalización, muestran comportamientos estratégicos similares. Son precisamente estas similitudes las que permitieron proponer un modelo de internacionalización generalizado para las diferentes empresas que componen dicho sector económico. Para alcanzar dicho modelo, se recurrió a diferentes teorías de internacionalización desarrolladas por varias escuelas de negocios en el mundo, tales como el Modelo Ecléctico, el de Uppsala o la Teoría de Redes. Cabe destacar que dicho modelo propuesto es una aproximación teórica a la realidad empresarial de las compañías petroleras, usando como marco de referencia una muestra pequeña de este tipo de organizaciones. Dentro de este modelo, los altos matices de complejidad propios del fenómeno de la internacionalización se ven reducidos de manera considerable, como parte del ejercicio académico propuesto en el presente estudio.

Relacionamento Interpessoal entre Compradores e Vendedores: Troca de Atendimento em Vendas e o Impacto na Continuidade das Relações Comerciais.

In a highly competitive environment, the ability to retain a substantial customer base represents a tremendous competitive advantage, therefore this transaction-based emphasis in sales is increasingly being replaced by relationally focused approach. Although existing sales literature is in agreement to the theoretical composition of buyer-seller relationships, a lack of empirical evidence exists for the interrelationships of various aspects of relational selling on individual salesperson¿s performance. This paper explores the impact of interpersonal relationships on customer satisfaction and loyalty towards the firm. Based on a review of different streams of research, the paper contributes to the existing theories using a case analysis of customer behavior when there is salesperson turnover. Much of the relationship with the company comes from trust in the salesperson, which is built up through the development of the relationship. The existence of a friendship interpersonal relationship with a salesperson also increases the customer willingness to follow him in case he leaves the company, thus possibly switching to another service provider. Utilizing a case analysis method this paper has the objective to find evidences that could prove the positive or negative impact of the salesperson¿s turnover in the organizations. Finally, the paper discusses managerial implications and directions for future research.

An investigation about Brazilian mango and grape exports

Purpose - The objective of this paper is to characterise the transactions between European buyers and Brazilian mango and grape producers. Design/methodology/approach - The method selected for this paper was multiple case studies. The Brazilian mango and grape supply chains' export activities to Europe were investigated. The field research was undertaken in Brazil, Germany, The Netherlands and the UK. In total, 41 face-to-face interviews were carried out. Findings - The supermarkets' literature tends to generalise the strategies of retailers focusing on differentiation and preferred suppliers. However, in empirical research conducted in the UK, Germany and The Netherlands it is possible to conclude that the procurement strategies of supermarkets can vary sharply. The results reveal the presence of different agents who demand different quality standards. The level of intensity depends on consumer behaviour, the features of product commercialised and the characteristics of the production segment in each country. Research limitations/implications - First, in relation to the empirical method there is a limitation because the case study does not allow statistical generalisation. Consequently, it will be interesting to undertake quantitative research in order to quantify the variables presented and their impact on the structure of value chains. Second, the research focuses only on two stages of the supply chain, producers and buyers. Practical implications - The differences between UK and German supermarkets challenge the supermarket literature, which tends to generalise the strategies of retailers focusing on differentiation and preferred suppliers. Originality/value - The study shows that the issue of influence and activities of retail agents along the value chain can be analysed taking several variables into consideration: the products commercialised; the distribution segment; and the consumer market. This result opens the way for analysing different structures of the value chain and the impact of these differences on the entry of producers for developing countries into the global market.

Business communication in interactions between mainland Chinese and western firms through Hong Kong Chinese intermediaries

Purpose-The paper aims to analyse the nature of business communication and its influence on relationships development between Hong Kong Chinese intermediaries sourcing from Mainland Chinese sellers involved in manufacturing for sale to Western buyer firms. Design/methodology/approach-A case study-driven methodology with purposeful sampling is applied to yield maximum variation in the sampling to elicit underlying tendencies and generative mechanisms that exist within and across the multiple cases of relationships. Findings-The paper finds that Mainland Chinese sellers and Hong Kong Chinese intermediaries tend not to have the close ties that might be expected. Mainland Chinese sellers constrained their use of social information, requiring Hong Kong Chinese intermediaries to use commercial information transfers to evaluate the trustworthiness of their Mainland Chinese partners. An ingroup/outgroup bias exacerbates the modesty bias of the Mainland Chinese and also hinders learning through the transfer of technical information within these Chinese interactions. On the other hand, Western buyers tend not to prefer social information interactions with their Hong Kong Chinese intermediaries, requiring these intermediaries to emphasise commercial information interactions to evaluate the trustworthiness of their Western buyers. Research limitations/implications-This research uses a restricted sample of case study respondents. Representative sampling across multiple contexts will assist in testing the generality of the findings. Practical implications-For the West to source increasingly attractive manufactures from Mainland China, Hong Kong intermediaries will remain fundamentally important even though this creates further interactions. The aggregate of these multiple exchange arrangements is less problematic than would be the case if Western business were to deal directly with the Mainland Chinese. Originality/value-This article sheds light on the nature of business communication interactions in a group of relationships between Hong Kong Chinese intermediaries and Mainland sellers, and buyers from the West. Implications for relationships development among the Chinese and Western actors are identified with propositions framed to guide further investigation.

Long run relationships and price rigidity

I study a repeated buyer-seller relationship for the exchange of a givengood. Asymmetric information over the buyer's reservation price, which issubject to random shocks, may lead the seller to use a rigid pricing policydespite the possibility of making higher profits through price discriminationacross the different satates of the buyer's reservation price. The existence of a flexible price subgame perfect equilibrium is shown for the buyerssufficiently locked-in. When the seller faces a population of buyers whose degree of involvmentin the relatioship is unknown, the flexible price equilibrium is notnecessarily optimal. Thus tipically the seller will prefer to use therigid price strategy. A learning process allowing the seller to screenthe population of buyers is derived abd the existence of a switching pointbetween the two regimes (i.e. price rigidity and price felxibility) isshown.

Competitive policy and pricing in business-to-business relationships within the EC market.

Tutkielman tarkoituksena oli tarkastella hinnoittelun ja hinnanalennusten merkitystä toimittaja-asiakassuhteissa yritysmarkkinoilla, sekä sitä kuinka kilpailuoikeus säätelee hinnoittelua. Tutkielman ensisijaisena tavoitteena oli selvittää kuinka alennuspolitiikka tulisi laatia jotta se olisi EY:n kilpailuoikeuden mukaan sallittu. Aluksi hinnoittelupolitiikkaan ja strategiaan vaikuttavia seikkoja tarkasteltiin teoreettisesti ja tämän pohjalta laadittua viitekehystä sovellettiin empiiristä tutkimusta suoritettaessa. Empiirinen tutkimus oli normatiivinen case-tutkimus, jossa tarkasteltiin kahdessa toimittaja-asiakassuhteessa noudatettuja hinnoittelu- ja alennuskäytäntöjä. Aineisto kerättiin haastattelemalla toimittajan myyntihenkilöitä, ja lisänä käytettiin yrityksen sisäistä materiaalia. Analyysin tulokset osoittivat nykyisissä käytännöissä joitakin kilpailuoikeudellisia ristiriitaisuuksia, ja näihin annettiin parannusehdotuksia.

Creating buyer-supplier commitment in food supply chains at the base of the pyramid

Esta pesquisa analisa o papel dos aspectos relacionais tais como confiança, comprometimento, interdependência e uso de poder âmbito das estratégias de negócios inclusivos que envolvem pequenos agricultores nas cadeias de valor de multinacionais dos agronegócios no Brasil. Os negócios inclusivos de abastecimento direto por empresas com pequenos agricultores em países em desenvolvimento têm sido reconhecidos como uma abordagem economicamente viavél e promissora para criar impacto social e melhorar as condições de vida de produtores rurais da "base da pirâmide", ao mesmo tempo permitindo que as empresas reforçar as suas posições nos mercados locais e adquirir matérias primas de qualidade a custos mais baixos. Estudos sobre este tema focam amplamente sobre as vantagens comerciais e competitivas que as empresas derivam do abastecimento direito com pequenos fornecedores, apresentando modelos de cadeia de valor customizados e ajustados estratégias globais de negócios, no entanto ainda há pouco conhecimento teoricamente fundamentado sobre os desafios organizacionais e relacionais da relação entre o comprador multinacional e o fornecedor de baixa renda. Além disso, pouco foco tem-se prestado sobre como assimetrias entre multinacionais e produtores de baixa renda, em questão de poder, dependência e de valores pode afetar a evolução dessas relações de negócios. O objetivo do estudo foi descrever os fatores que permitem a esses parceiros assimétricos de construir relacionamentos comerciais de longo prazo e mutuamente benéficos. A metodologia da teoria fundamentada foi usada e foi particularmente adequada para examinar as relações entre comprador e fornecedor e para recolher experiências de campo em três setores principais dominados pela agricultura familiar no Brasil, ou seja laticínios, avi-suinocultura e produção hortícola. Os principais conceitos teóricos da área de Relationship Marketing foram usados para apoiar os resultados da pesquisa de campo. A principal conclusão desta pesquisa é a importância de ir além da construção de confiança na estratégia de gestão do relacionamento entre comprador e fornecedor e de criar parcerias diádicas baseadas na interdependência mútua, a fim de reduzir as assimetrias e melhorar o comprometimento entre a empresa e o pequeno agricultor.

Fattori relazionali e di coordinamento nella filiera agro-alimentare: una valutazione della governance relazionale nel settore lattiero caseario sardo

Characteristics of modern food demand force retailers to acquire more information about product process along the food supply chain to ensure that product are in accordance with consumer preference. Therefore, the product process involves more information flows between buyer and supplier which requires collaborative efforts. These changes translate into several studies on the inter-organizational relationship in agri-food systems. Studies on inter-organizational relationships have been conducted in various academic disciplines, including sociology, psychology, law, economics, marketing, management, and combination of these. Inter-organizational relationships is an interaction between organizations which involved firms horizontally, as well as, vertically. In this study we deal with vertical, buyer-seller relationship which are sometimes referred to chain relationships. We define vertical business relationship in the agriculture-food based sector as “agri-food chain relationships”. The focus is on sustainable inter-organizational relationships in a way that they can be scientifically investigated. We study characteristics which ensure that a relationship is long-lasting and rewarding for all involved parties in the sardinian dairy. We test the theoretical model using structural equation modeling. The results suggest that the most important determinant for the relationships is technology and the price isn’t significant for the relationship governance.

Revolution in sales:The impact of social media and related technology on the selling environment

Over the years several articles have tracked the impact of technology on various aspects of the sales domain. However, the advent of social media and technologies related to social media has gone largely unnoticed in the literature. This article first provides brief attention to changing aspects of technology within the sales environment, leading to the identification of social media as a dominant new selling tool. A qualitative approach (focus groups) is employed to explore the breadth of current technology usage by sales managers and salespeople. Analysis of the data, collected in the United States and the United Kingdom, reveals six major themes: connectivity, relationships, selling tools, generational, global, and sales/marketing interface. Results provide evidence of a revolution in the buyer-seller relationship that includes some unanticipated consequences both for sales organization performance and needed future research contributions.

A siker szerepe és jelentése a vevő-beszállító kapcsolatban (The meaning and role of success in buyer-supplier relationship)

A cikk komplex kvalitatív kutatás eredményeit mutatja be, amelynek célja az volt, hogy feltárja a siker jelentését és szerepét a vevő-beszállító kapcsolatban, s ehhez kapcsolódóan elemezze a siker időbeli viselkedését és az üzleti kapcsolat fejlődésére gyakorolt hatását. A kutatás alapegységét a vevő és beszállító pozícióban levő vállalatok között kialakuló kapcsolatok jelentik, az empirikus vizsgálatok e diadikus kapcsolatok elemzésére összpontosítottak. A kutatás fogalmi kerete megkülönbözteti az üzleti és kapcsolati siker B2B kontextusban értelmezhető tartalmát, ez empirikus vizsgálatok során az utóbbira fókuszálva. A feltáró-fogalomalkotó kutatási célhoz illeszkedően a cikkben ismertetendő kutatási eredmények összehasonlító esettanulmány-feldolgozáson, illetve a megalapozott elmélet segítségével történő szisztematikus tartalomelemzésen nyugszanak. _______ This paper focuses on to introduce the results of an empirical research, which aims to create a conceptual framework on the meaning and role of success in buyer-supplier relationship’s operation and development. Related to this, a further research point is to analyze the time-dimension of success: how success changes and develops over time. The basic elements of this research are the relationships between supplier and buyer business partners, so the empirical study will focus on these dyads. At the theoretical grounding of the paper I highly focused on making a difference between business and relationship success. The introduced research definitely had an exploratory scope. That is why; two qualitative methodologies were applied: the grounded theory and the case study ones.

Interorganizational Innovation: The Role of Suppliers in Enhancing Buyer Innovation

This dissertation explores the effect of innovative knowledge transfer across supply chain partners. My research seeks to understand the manner by which a firm is able to benefit from the innovative capabilities of its supply chain partners and utilize the external knowledge they hold to increase its own levels of innovation. Specifically, I make use of patent data as a proxy for firm-level innovation and develop both independent and dependent variables from the data contained within the patent filings. I further examine the means by which key dyadic and portfolio supply chain relationship characteristics moderate the relationship between supplier innovation and buyer innovation. I investigate factors such as the degree of transactional reciprocity between the buyer and supplier, the similarity of the firms’ knowledge bases, and specific chain characteristics (e.g., geographic propinquity) to provide greater understanding of the means by which the transfer of innovative knowledge across firms in a supply chain can be enhanced or inhibited. This dissertation spans three essays to provide insights into the role that supply chain relationships play in affecting a focal firm’s level of innovation. While innovation has been at the core of a wide body of research, very little empirical work exists that considers the role of vertical buyer-supplier relationships on a firm’s ability to develop new and novel innovations. I begin by considering the fundamental unit of analysis within a supply chain, the buyer-supplier dyad. After developing initial insights based on the interactions between singular buyers and suppliers, essay two extends the analysis to consider the full spectrum of a buyer’s supply base by aggregating the individual buyer-supplier dyad level data into firm-supply network level data. Through this broader level of analysis, I am able to examine how the relational characteristics between a buyer firm and its supply base affect its ability to leverage the full portfolio of its suppliers’ innovative knowledge. Finally, in essay three I further extend the analysis to explore the means by which a buyer firm can use its suppliers to enhance its ability to access distant knowledge held by other organizations that the buyer is only connected to indirectly through its suppliers.

A gestão do risco associado à negociação de energia eléctrica através de contratos bilaterais e mercado spot

Num mercado de electricidade competitivo onde existe um ambiente de incerteza, as empresas de geração adoptam estratégias que visam a maximização do lucro, e a minimização do risco. Neste contexto, é de extrema importância para desenvolver uma estratégia adequada de gestão de risco ter em conta as diferentes opções de negociação de energia num mercado liberalizado, de forma a suportar a tomada de decisões na gestão de risco. O presente trabalho apresenta um modelo que avalia a melhor estratégia de um produtor de energia eléctrica que comercializa num mercado competitivo, onde existem dois mercados possíveis para a transacção de energia: o mercado organizado (bolsa) e o mercado de contratos bilaterais. O produtor tenta maximizar seus lucros e minimizar os riscos correspondentes, seleccionando o melhor equilíbrio entre os dois mercados possíveis (bolsa e bilateral). O mercado de contratos bilaterais visa gerir adequadamente os riscos inerentes à operação de mercados no curto prazo (mercado organizado) e dar o vendedor / comprador uma capacidade real de escolher o fornecedor com que quer negociar. O modelo apresentado neste trabalho faz uma caracterização explícita do risco no que diz respeito ao agente de mercado na questão da sua atitude face ao risco, medido pelo Value at Risk (VaR), descrito neste trabalho por Lucro-em-Risco (PAR). O preço e os factores de risco de volume são caracterizados por um valor médio e um desvio padrão, e são modelizados por distribuições normais. Os resultados numéricos são obtidos utilizando a simulação de Monte Carlo implementado em Matlab, e que é aplicado a um produtor que mantém uma carteira diversificada de tecnologias de geração, para um horizonte temporal de um ano. Esta dissertação está organizada da seguinte forma: o capítulo 1, 2 e 3 descrevem o estado-da-arte relacionado com a gestão de risco na comercialização de energia eléctrica. O capítulo 4 descreve o modelo desenvolvido e implementado, onde é também apresentado um estudo de caso com uma aplicação do modelo para avaliar o risco de negociação de um produtor. No capítulo 5 são apresentadas as principais conclusões.

How private is private information? The ability to spot deception in an economic game

We provide experimental evidence on the ability to detect deceit in a buyer-seller game with asymmetric information. Sellers have private information about the buyer's valuation of a good and sometimes have incentives to mislead buyers. We examine if buyers can spot deception in face-to-face encounters. We vary (1) whether or not the buyer can interrogate the seller, and (2) the contextual richness of the situation. We find that the buyers' prediction accuracy is above chance levels, and that interrogation and contextual richness are important factors determining the accuracy. These results show that there are circumstances in which part of the information asymmetry is eliminated by people's ability to spot deception.

Passarel·la de Pagaments

El treball consisteix en la realització d'una passarel·la de pagaments triangular. Una passarel·la d'aquest tipus permet gestionar pagaments on-line entre agents (comprador - comerciant - entitat financera), evitant que el comerciant conegui les dades de la tarjeta de crèdit i pugui realitzar canvis de la quantitat a pagar pel client.