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- Aarikka-Stenroos, Leena, et al.
(författare)
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Multiple facets of innovation and business ecosystem research : the foci, methods and future agenda
- 2016
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Ingår i: ISPIM Innovation Symposium. - Manchester : The International Society for Professional Innovation Management (ISPIM).
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Konferensbidrag (övrigt vetenskapligt/konstnärligt)abstract
- An ecosystem approach to innovation and business has become increasingly relevant in contemporary research but research knowledge is scattered across divergent disciplines. The aim of this study is thus, on the basis of an extensive, multidisciplinary literature review to integrate the extant knowledge on innovation and business ecosystems and analyze how they are conceptualized, analyzed, captured and depicted. By conducting a systematic multi-phase content analysis of over 230 articles selected from the Web of Science, we will build a comprehensive picture on the research streams of innovation/business ecosystem research, the used methods, foci, illustrations/visualizations of business/innovation ecosystems and build a research agenda for future research. This article contributes by providing a structured analysis on this multi-disciplinary research area, aggregating the current knowledge and generating a research agenda on innovation/business ecosystems - a theme that is emergent, multifaceted, and crucial to innovative companies as well as researchers in the fields of innovation, management, technology and marketing.
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| 2. |
- Saari, Ulla A.
(författare)
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Eco-friendliness in the brand experience of high-tech products
- 2016
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- The focus in this research is to develop a brand measurement scale for measuring how consumers experience eco-friendliness when reflecting on global high-tech brands. The aim is to examine can the eco-friendliness dimension in the brand experience of a high- tech brand be measured with a brand experience measurement scale by extending the research of Brakus et al. (2009). This research topic was selected because also high-tech companies are facing the need to analyze how consumers view the eco-friendliness of their brands in order to create greener products that could also benefit the financial performance of the company (Siegel, 2009). Eco-friendliness can be seen as an important factor for consumers when they are purchasing e.g. fast-moving consumer goods (McDonald et al., 2009) and automobiles (Kim, 2011). However, it is not still considered to be so relevant when buying consumer electronics or high-tech products and this is an area that has not been researched as extensively (McDonald et al., 2009). This dissertation focuses on this research gap and investigates how eco-friendliness can be measured in the brand experience of high-tech products.The approach in this dissertation is empirical and the research has been conducted as a replication and extension of the existing brand experience measurement scale (BBX scale) developed earlier by Brakus et al. (2009). The BBX scale was developed further and extended with a fifth dimension for eco-friendliness to get a better understanding of the concept of eco-friendliness in the brand experience. In the design of the study, the eco-friendliness dimension was created on the basis of the attested dimensions in the BBX model, including affective, behavioral, intellectual and sensory dimensions. The theoretical background of this dissertation is based in management of high-tech innovations and especially consumer behavior and brand management research in this domain. The research includes empirical data collected in a web survey in Finland that was analyzed by using the original BBX model and two different models portraying extensions of the BBX model that also included items on eco-friendliness.The contribution of this study is that theoretically brand experience was proved to have also an eco-friendliness dimension in addition to the affective, behavioral, intellectual and sensory dimensions included in the original BBX scale. This study succeeded in modelling the general brand experience of mobile phones based on the original BBX model and it was also confirmed that eco-friendliness is an additional, uniquely identifiable fifth dimension in the brand experience of high-tech brands. The implication of this finding is that high-tech companies should also take into account eco-friendliness that has become increasingly important in the management of corporate value and brands in the global competition (Mohr et al., 2010, Keller, 2013) in order to respond to the needs of green consumers (Chatterjee et al., 2010, Aaker, 2011, Kotler, 2011, Ottman, 2011, Accenture and UN_Global_Compact, 2014).
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| 4. |
- Saari, Ulla A., et al.
(författare)
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Study on the capability to measure stakeholders’ brand experiences with a consumer-centric measurement framework
- 2016
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Ingår i: Global Marketing Conference Proceedings 2016 Hong Kong, July 21 - 24.
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Konferensbidrag (refereegranskat)abstract
- The target of this paper is to introduce a general brand experience measurement scale that can be used to measure brand experiences of the stakeholders of a company. It is proposed that also stakeholders’ brand experiences can be measured with a measurement scale developed for consumer marketing research.In literature, there are various different kinds of individual brand constructs andmeasurement frameworks that have been developed for tracking consumers’ brand perceptions; however, these models have not been frequently used to measure brand-related aspects outside consumer-centric situations. The tracking of stakeholders’ brand experiences can help companies to position their brands better in the tightening global competition where also stakeholders have a critical role and can influence the performance of the company (Hult, Mena, Ferrell, & Ferrell, 2011).Brands are experienced via stimuli that can be either controlled by the company,including, for example, advertisements, logos, sales environments, sales packages, and services, or then they are out of their control, for example, brand related information can spread freely on the social media or by word-of-mouth (Brakus, Schmitt, & Zarantonello, 2009; Keller, 2013). Thus, it can be said that the measurement of brand experiences can give valuable information to the company on what is the status and reputation of the brand. However, it is not only the customers or consumers that have brand experiences, also stakeholders encounter brands and the way they experience them on the personal level can have a major impact on how they interact and promote the brand in other contexts. Some B2B marketing theories have brought up the importance of understanding long-term relationships between buyers and sellers, including experiences associated with the relationship (Hadjikhani & LaPlaca, 2013) as well as purchase risks (Brown, Zablah, Bellenger, & Johnston, 2011).Brand experiences can be measured, for example, with a measurement scale (Brakus et al., 2009) that has been extended with an eco-friendliness dimension (Saari, 2016). This model has been tested with consumers, and this paper argues that the same scale can be useful for monitoring the brand experiences of other stakeholders as well. The extended brand experience scale can be used to monitor whether consumers and stakeholders experience a certain brand to be ecofriendly, and how positively or negatively they are inclined towards the eco-friendliness of the brand experiences.With the raising focus on stakeholders’ important role in solving environmentalproblems, the role of stakeholder marketing becomes more critical for a company (Homburg, Stierl, & Bornemann, 2013). And in this situation it becomes also more crucial to follow up what are the brand experiences of stakeholders. The stakeholders’ brand experiences can give a strong indication is the company implementing its strategy correctly and are all the essential elements transparently and authentically communicated to the stakeholders, especially with regard to the environmental development activities that are reflected in the eco-friendliness dimension of brand experiences.Keywords: brand experience; brand .measurement scales; stakeholders’ brandexperiences; stakeholder marketing.References:Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52-68.Brown, B., Zablah, A., Bellenger, D., & Johnston, W. (2011). When do B2B brands influence the decision making of organizational buyers? An examination of therelationship between purchase risk and brand sensitivity. International Journal ofResearch in Marketing, 28 (3), 194-204.Hadjikhani, A., & LaPlaca, P. (2013). Development of B2B marketing theory.Industrial Marketing Management, 42(3), 294-305.Homburg, C., Stierl, M., & Bornemann, T. (2013). Corporate Social Responsibility in Business-to-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement. Journal of Marketing,77(6), 54-72.Hult, G. T. M., Mena, J. A., Ferrell, O. C., & Ferrell, L. (2011). Stakeholdermarketing: a definition and conceptual framework. AMS Rev, 1, 44–65.Keller, K. L. (2013). Strategic Brand Management. Building, Measuring, andManaging Brand Equity. (4 ed.). Essex, England: Pearson Education Limited.Saari, U. (2016). Eco-Friendliness in the Brand Experience of High-Tech Products. Tampere University of Technology, Tampere, Finland.
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