Viral marketing and the new competitive advantage

The role played by viral marketing has received considerable academic and digital media attention recently. Key issues in viral marketing have been examined through the lens of the mode of marketing message transmission, including self-replicating on the basis of quality difference, individuals’ emotional needs, as well as how users are connected across various social networks. This paper presents a review and analysis of viral marketing studies from 2001 to the present day. It investigates how viral marketing facilitate the diffusion of social media products and the relationship between marketers and these product users by taking a look at the implementation of viral marketing in two European online game firms Jagex Games Studio and Rovio Entertainment. The results from this review and analysis indicate that viral marketing plays an important role in accelerating the interaction between marketers and users (as well as the user groups) in the field of digital media and high tech consumption. Therefore, it is evident that firms should understand the social contagion process and target well-connected users purposefully in order to create its competitive advantage.

Revisiting competitive advantage: existence, dynamics, and new dimensions

Apesar da centralidade e relevância do conceito de Vantagem Competitiva em Administração de Empresas, o tema ainda é fonte de debate quanto ao seu significado, mensuração, manifestação e relação com o desempenho financeiro. Este trabalho contribui com esse debate avançando em vários pontos conceituais, metodológicos e empíricos. Por meio de uma sequência de três artigos, o conceito de vantagem competitiva é revisitado propondo-se novas dimensões, sua existência é quantificada usando um modelo Bayesiano, seu dinamismo caracterizado e, por fim, as novas dimensões propostas são testadas empiricamente. O primeiro artigo contribui teoricamente com a discussão do conceito de vantagem competitiva e sua relação com o desempenho financeiro a partir de uma abordagem de criação de valor econômico. Este artigo traz uma contribuição metodológica ao elaborar um modelo hierárquico Bayesiano bidimensional para medir a existência da vantagem competitiva a partir do desempenho financeiro e uma contribuição conceitual ao propor duas novas dimensões do conceito (momentum e consistência). O segundo artigo aplica o modelo proposto no primeiro a uma base de dados de empresas norte americana, cobrindo o período de 1995 a 2011. Esse artigo traz contribuições empíricas ao quantificar a existência e a dinâmica da vantagem competitiva oferecendo uma topografia do tema no mundo real. Os resultados indicam que a manifestação da vantagem competitiva não é tão rara quanto apontada em estudos anteriores e que o grau de raridade depende fortemente do setor. A implicação para a teoria e para a prática é uma revisão da importância do setor frente às teorias que focam os recursos internos da empresa, como a visão baseada em recursos. Os resultados também demonstram e caracterizam como lucratividade e crescimento são conjuntamente necessários para avaliar a presença da vantagem competitiva e influem na sua dinâmica de forma diferenciada. O terceiro artigo operacionaliza as novas dimensões do conceito de vantagem competitiva propostas no primeiro artigo e testa sua ocorrência e capacidade de prever a mobilidade do estado competitivo numa visão longitudinal. Os resultados indicam que a inclusão das novas dimensões potencializa a predição do status competitivo futuro das empresas.

Corporate social responsibility: a competitive advantage for business

This edition of the FAL Bulletin is about Corporate Social Responsibility (CSR), as a new approach to business that offers competitive advantage for companies in the transport and logistics sector.

Pyruvate decarboxylase provides growing pollen tubes with a competitive advantage in petunia

Rapid pollen tube growth places unique demands on energy production and biosynthetic capacity. The aim of this work is to understand how primary metabolism meets the demands of such rapid growth. Aerobically grown pollen produce ethanol in large quantities. The ethanolic fermentation pathway consists of two committed enzymes: pyruvate decarboxylase ( PDC) and alcohol dehydrogenase ( ADH). Because adh mutations do not affect male gametophyte function, the obvious question is why pollen synthesize an abundant enzyme if they could do just as well without. Using transposon tagging in Petunia hybrida, we isolated a null mutant in pollen- specific Pdc2. Growth of the mutant pollen tubes through the style is reduced, and the mutant allele shows reduced transmission through the male, when in competition with wild- type pollen. We propose that not ADH but rather PDC is the critical enzyme in a novel, pollen- specific pathway. This pathway serves to bypass pyruvate dehydrogenase enzymes and thereby maintain biosynthetic capacity and energy production under the unique conditions prevailing during pollen - pistil interaction.

Binding of Signal Recognition Particle Gives Ribosome/Nascent Chain Complexes a Competitive Advantage in Endoplasmic Reticulum Membrane Interaction

Most secretory and membrane proteins are sorted by signal sequences to the endoplasmic reticulum (ER) membrane early during their synthesis. Targeting of the ribosome-nascent chain complex (RNC) involves the binding of the signal sequence to the signal recognition particle (SRP), followed by an interaction of ribosome-bound SRP with the SRP receptor. However, ribosomes can also independently bind to the ER translocation channel formed by the Sec61p complex. To explain the specificity of membrane targeting, it has therefore been proposed that nascent polypeptide-associated complex functions as a cytosolic inhibitor of signal sequence- and SRP-independent ribosome binding to the ER membrane. We report here that SRP-independent binding of RNCs to the ER membrane can occur in the presence of all cytosolic factors, including nascent polypeptide-associated complex. Nontranslating ribosomes competitively inhibit SRP-independent membrane binding of RNCs but have no effect when SRP is bound to the RNCs. The protective effect of SRP against ribosome competition depends on a functional signal sequence in the nascent chain and is also observed with reconstituted proteoliposomes containing only the Sec61p complex and the SRP receptor. We conclude that cytosolic factors do not prevent the membrane binding of ribosomes. Instead, specific ribosome targeting to the Sec61p complex is provided by the binding of SRP to RNCs, followed by an interaction with the SRP receptor, which gives RNC–SRP complexes a selective advantage in membrane targeting over nontranslating ribosomes.

Significant competitive advantage conferred by meiosis and syngamy in the yeast Saccharomyces cerevisiae.

The presumed advantages of genetic recombinations are difficult to demonstrate directly. To investigate the effects of recombination and background heterozygosity on competitive ability, we have performed serial-transfer competition experiments between isogenic sexual and asexual strains of the yeast Saccharomyces cerevisiae. The members of these diploid pairs of strains differed only in being heterozygous (sexual) or homozygous (asexual) at the mating type or MAT locus. Competing pairs had either a completely homozygous or a heterozygous genetic background, the latter being heterozygous at many different loci throughout the genome. A round of meiotic recombination (automixis) conferred a large and statistically significant enhancement of competitive ability on sexual strains with a heterozygous genetic background. By contrast, in homozygous background competitions, meiosis decreased the sexual strains' initial relative competitive ability. In all cases, however, the sexual strains outcompeted their isogenic asexual counterparts, whether meiotic recombination had occurred or not. In some genetic backgrounds, this was due in part to an overdominance effect on competitive advantage of heterozygosity at the MAT locus. The advantage of the sexual strains also increased significantly during the course of the homozygous background competitions, particularly when meiosis had occurred. This latter effect either did not occur or was very weak in heterozygous background competitions. Overall, sexual strains with heterozygous genetic backgrounds had a significantly higher initial relative competitive ability than those with homozygous backgrounds. The advantage of mating type heterozygosity in this organism extends far beyond the ability to recombine meiotically.

Human Resource's Role in Leveraging Knowledge Management as a Competitive Advantage

The ultra-competitiveness in the twenty-first century's business environment suggests that, to survive, human resource (HR) must prove its value. The knowledge economy presents HR the opportunity to demonstrate its added value through leveraging knowledge management (KM) as a competitive advantage. This capstone reviews the literature on business strategy, knowledge, KM, KM success, and HR to reveal links between these subjects and illustrate three roles HR can undertake to leverage KM as a competitive advantage. The capstone also assesses HR's current contributions to KM through a survey of 42 HR professionals. Survey results suggest that, although HR contributes to the three KM roles, HR is not currently fully capitalizing on the opportunity to become a strategic business partner through KM.