Entrepreneuring as Emancipation Rindova, Violina; Barry, Daved; Ketchen, David J.
The Academy of Management review,
07/2009, Letnik:
34, Številka:
3
Journal Article
Recenzirano
We define "entrepreneuring" as efforts to bring about new economic, social, institutional, and cultural environments through the actions of an individual or group of individuals. Thus, we view ...entrepreneuring as an emancipatory process with broad change potential. This view foregrounds three aspects of entrepreneuring that merit closer attention in future research -- seeking autonomy, authoring, and making declarations. We highlight the novel directions for entrepreneurship research suggested by our emancipatory perspective and relate it to the special topic forum articles.
Social media platforms can be a promising tool for retailers’ marketing campaigns. Especially for the purpose of new product introductions, social media may facilitate social interaction and online ...word-of-mouth and therefore, may broaden the reach and accelerate the diffusion of information about the new product. The impact of online word-of-mouth communication and social interaction on consumer behavior has been extensively analyzed in previous research. However, little knowledge exists so far on the influence of social media campaigns on new product introductions. Therefore, the goal of this study is to analyze the impact of a social media campaign on the success of a new product introduction by using survey as well as behavioral data. The data stems from an online community related to a social media tryvertising campaign implemented to promote the introduction of new high-end binoculars. The results of a mediation analysis show that campaign-related factors positively influence consumers’ attitude toward the new product, which in turn mediates the positive influence on purchase intention and recommendation behavior. Furthermore, a post-hoc analysis shows the importance of community members’ activity on the success of the new product introduction.
This research identifies a surprising downside to using crowdsourcing to generate new product ideas: participants who do not win an idea generation contest temporarily disengage from the ...contest-hosting brand. When people lose a crowdsourcing contest, the experience of losing negatively affects the participants’ word-of-mouth and short-term purchase behaviors. Reframing the contest as a community activity (e.g., “Join the crowd and help us find a name for our new restaurant”) rather than a competition (e.g., “Compete with the crowd to be the one who names our new restaurant”) is found to positively affect a losing customer's subsequent engagement with the contest-hosting brand. Community framing shifts attention away from losing the contest (i.e., it reduces negative affect) and toward collectively creating a superior outcome (i.e., it increases one's perceived contribution), without changing the nature of the contest itself (i.e., participants continue to submit ideas). Community framing positively affects subsequent participant engagement, but it does not influence the effort the participant invests in the contest or the quality of the idea the participant submits. The evidence consists of lab experiments, field experiments, and a large-scale field study that measured actual purchase behavior.
► Emotion measures provide additional data beyond liking. ► Emotional response to a beverage can be separated into two dimensions. ► The two dimensions can be described as pleasantness and level of ...activation/engagement. ► Using both literature and the consumer for emotional lexicon development is recommended. ► Subsequent rating of all terms that apply is also endorsed.
With the rapid proliferation of new products into the marketplace, understanding emotional responses may offer a differential advantage beyond traditional hedonic measures. The objectives of this study were: to determine if emotional data provide discrimination beyond that obtained from hedonic response; to compare the effectiveness of a published predefined lexicon with that generated by the consumer; and, to evaluate the effectiveness of CATA approach compared to intensity scaling as used in EsSense Profile. To this end, the hedonic and emotional response to commercial blackcurrant squash was investigated comparing two different approaches: EsSense Profile™, in which subjects rated a predefined emotion lexicon, and check-all-that-apply (CATA) of a consumer defined (CD) lexicon. Both approaches yielded emotional data that clearly discriminated across the products more effectively than the hedonic scores. Both EsSense and CD-CATA data produced similar emotional spaces and product configurations. In each method, a two dimensional structure (pleasantness vs. engagement/activation) was observed within the product space which corresponded to published circumplex models of emotional response. However, the latter observation was more evident in the CD-CATA approach. The consumer defined lexicon provided a rich and more balanced list of positive and negative emotions specific to the product category although it did lack some terms found to be differentiating on the EsSense lexicon. Also the qualitative nature of the data obtained from CD CATA, limited the extent of the statistical analysis, making it difficult to make the clear inferential conclusions obtained with EsSense Profile. For future emotional studies a hybrid approach, whereby the emotion lexicon is developed combining consumer input and published emotion lists, and is then used to evaluate products using a rate-all-that-apply (RATA) procedure, is proposed.
On the road that a compound travels from the laboratory to the pharmacy, sponsors typically engage asset development partners or contract research organisations (CROs) in the final stages of product ...development - clinical trial conduct and product commercialisation. While the nature of the relationship between sponsors and these partners has been evolving, it has, nevertheless, stayed within the confines of those responsibilities and stopped short of full alignment on outcomes and finances.
Scholars have explored the factors influencing new product adoption from various perspectives, such as product characteristics, personality traits, and marketing communication strategies. However, ...these studies lack the consideration of consumer social relationships. Thus, this study examined how social exclusion influences new product adoption. Three experiments involving 1372 participants indicated that social exclusion leads to a higher really new products adoption compared to social inclusion. The mediating factor in this relationship is the need for uniqueness. In contrast, no significant difference in incrementally new product adoption was found between socially excluded and included individuals. The above effects only exist in individuals with low self‐control. Individuals with high self‐control exhibit no significant difference in RNP adoption intention, whether they experience social exclusion or inclusion. These findings not only significantly increase the body of knowledge on social exclusion and new products, but also advise marketers on how to promote new products.
Marketing activities that influence shoppers along the various stages of their path-to-purchase are gaining attention from both manufacturers and retailers. Using a dataset with detailed information ...on 105 new products (NPs) launched in the U.K. by 44 leading brands and sold across 13 major retail banners, we provide strong support for the prominent role of both upper- and lower-funnel marketing actions that influence consumers before (upper) or during (lower) their shopping trip. We show which of these shopper-marketing instruments have the largest effect on NP performance at a retailer, and whether and how their effect is moderated by the retailer's store context. When it comes to NP success, the lifeblood of CPG companies, the lower-funnel marketing actions targeting shoppers directly at the point-of-purchase predominantly decide your fate. Thus, manufacturers should work ever harder to collaborate with retailers and push the store-specific shopper-marketing instruments in a favorable direction through information sharing and tailoring of their marketing program to individual retailers. Indeed, not all news is bleak for brand manufacturers. We identify five pieces of good news that brand manufacturers can use to their advantage.
•The performance of a new CPG product strongly differs between retailers.•Shopper marketing plays a prominent role in new product performance at a retailer.•Its effectiveness depends on the retailer-wide and category-specific store context.•Lower-funnel actions are three times more effective than upper-funnel actions.
Several organizations have developed ongoing crowdsourcing communities that repeatedly collect ideas for new products and services from a large, dispersed "crowd" of nonexperts (consumers) over time. ...Despite its promises, little is known about the nature of an individual's ideation efforts in such an online community. Studying Dell's IdeaStorm community, serial ideators are found to be more likely than consumers with only one idea to generate an idea the organization finds valuable enough to implement, but they are unlikely to repeat their early success once their ideas are implemented. As ideators with past success attempt to again come up with ideas that will excite the organization, they instead end up proposing ideas similar to their ideas that were already implemented (i.e., they generate less diverse ideas). The negative effects of past success are somewhat mitigated for ideators with diverse commenting activity on others' ideas. These findings highlight some of the challenges in maintaining an ongoing supply of quality ideas from the crowd over time.
This paper was accepted by Kamalini Ramdas, entrepreneurship and innovation.
PepsiCo's award-winning chief design officer reveals the secret to creating life-changing innovations: putting human needs at the center of any design process. Innovation is an act of love-or at ...least it should be. Always. It is a gesture of empathy, respect, generosity, of one human being's devotion to another, writes Mauro Porcini at the beginning of this extraordinary book. It is in part a memoir by one of the world's leading designers-the first chief design officer at both 3M and Pepsi. But even more, it is a manifesto for a genuine, authentic, and deeply humanistic approach to design, one that aims to create personal and social value first and financial and economic value afterward. In every industry, new technologies have lowered the barrier to entry like never before. Either you design exceptional products or somebody will beat you to it. Porcini shows, through example after example and story after story, that the key to real, world-changing innovation is to put people first-not only the people we innovate for but also the people who lead the innovation process. Putting people first requires what Porcini calls unicorns: people who are in love with people, who have a genuine fire in them to create meaningful solutions for actual human beings. In this book, he describes them, celebrates them, and details their superpowers so you can find them, hire them, grow them, and retain them. Some are qualities you might expect-the ability to dream combined with the ability to execute. But when was the last time you heard an executive ask prospective hires if they were kind, optimistic, curious, or humble? Porcini uses his journey across startups and multinational corporations, through successes and failures, to create a handbook for modern innovators.
We exploit staggered changes in state-level corporate tax rates to show that an increase in taxes reduces future innovation. A variety of tests, including those based on policy discontinuity at ...contiguous counties straddling borders of politically similar states, show that local economic conditions do not drive our results. The effect we document is consistent across the innovation spectrum: taxes affect not only patenting and R&D investment but also new product introductions, which we measure using textual analysis. Our empirical results are consistent with models that highlight the role of higher corporate taxes in reducing innovator incentives and discouraging risk-taking.
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