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Parkman, Ian
- Discovering a Rosetta Stone for Firm-Side Authenticity:An Empirical Investigation
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1 Franz Center for Leadership, Entrepreneurship and Innovation, Pamplin School of Business, University of Portland, US
2 Strategy and Entrepreneurship, University of Portland, US
1 Franz Center for Leadership, Entrepreneurship and Innovation, Pamplin School of Business, University of Portland, US
2 Strategy and Entrepreneurship, University of Portland, US
Source
International Journal of Marketing and Business Communication, Vol 5, No 1 (2016), Pagination: 21-34Abstract
While most academic research has considered authenticity from the consumer's perspective, this paper proposes and tests a new empirical operationalisation of Beverland's (2005) widely cited proposition that firm-side authenticity is"…partly true and partly rhetorical" (p. 1008). Our study presents a model based on the Competitive Advantage (CA) that results from congruence between the partly true aspects of the firm's internal culture, resources, and capabilities measured as Innovation Capacity (IC),alongside Corporate Identity Management (CIM) as the organisation's partly rhetorical outwardly-directed corporate branding and marketing promotions activities. Our findings are interpreted through a four-quadrant 'Rosetta Stone' framework for evaluating firm-side authenticity across organisational contexts and environments describing how high-IC/ high-CIM (i.e., Authentic) firms create differentiation from low-IC/ low-CIM Inauthentic organisations and low-IC/ high-CIM Faux Imitators competitors who attempt to compensate for their lack of IC through increased investments in CIM.Keywords
Corporate Identity Management, Innovation Capacity, Corporate Branding, Authenticity, Marketing Strategy, Corporate Communications.
- The Informational Elements of Product Design Briefs:An Exploratory Investigation
Abstract Views :163 |
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Authors
Affiliations
1 University of Portland, US
1 University of Portland, US
Source
International Journal of Marketing and Business Communication, Vol 7, No 1 (2018), Pagination: 1-17Abstract
This study investigates the contents and use of product design briefs within new product development (NPD). These documents are utilized during the NPD process to capture, codify, and communicate various requirements of a project (e.g., target market, pricing, product attributes, materials, and design language). Drawing from a proprietary sample of 68 product design briefs and a survey sample of 157 managers our study: (1) Describes 51 “informational elements” (e.g., words, text, phrases, concepts, ideas, figures) commonly present within product design briefs, (2) Defines differences between information elements as rated by managerial “Importance”, (3) Organizes information elements into a strategic framework through Exploratory Factor Analysis, and (4) Draws on related literature to offer theoretic rationale for the presence of information elements and underlying strategic dimensions. Our results provide the informational contents of successful product design briefs and become a first-step towards further understanding of these documents as integral aspects of NPD.Keywords
New Product Development, Knowledge Management, Product Design Brief, Knowledge-Based Artifacts.References
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