发帖
雷达卡
本文转编于微信公众号：麦哲学术
获取更多管理学权威期刊学术前沿，请关注我们！
Selling to Barricaded Buyers
作者：Kevin S. Chase, Brian Murtha
在企业对政府和企业对企业的交易中，供应商通常在购买过程中限制买方的访问权限。作者称这些购买者为“受限制的购买者”。尽管在实践中普遍存在受限制的购买者，但有关该主题的研究几乎没有。因此，作者将来自八个组织采购案例研究和个人访谈的见解与信号理论相结合，提出了一个概念框架，该框架突出了供应商在向受限制的买家出售产品时可以提高竞争力（以及相应的选择可能性）的方式。该框架反映了发出信号或影响受阻碍的购买过程的三种不同方式：卖方向买方发出信号（例如，通过新颖的解决方案，明确的响应），卖方向竞争卖方发出信号（例如，通过孔雀开屏），以及买方发出信号给含义受阻的卖方（例如，通过特定于供应商的功能和语言）。该框架将路障限制作为重要的偶然性变量，可以使信号活动最有可能影响供应商竞争力的时间有所差别。
Inbusiness-to-government and business-to-business transactions, suppliers oftenhave limited access to buyers during the buying process. The authors term thesebuyers “barricaded buyers.” Despite the prevalence of barricaded buyers inpractice, research has remained largely silent on the topic. Therefore, theauthors combine insights from eight organizational purchasing case studies andindividual interviews with signaling theory to advance a conceptual frameworkthat highlights ways a supplier can increase its competitiveness (and,correspondingly, its selection likelihood) when selling to barricaded buyers.The framework reflects three distinct ways in which signaling occurs orinfluences the barricaded buying process: the seller signals to buyers (e.g.,through novel solutions, explicit responding), the seller signals to competingsellers (e.g., through peacocking), and the buyer signals to sellers whosemeaning is jammed (e.g., through supplier-specific capabilities and language).The framework invokes barricade restrictiveness as an important contingencyvariable that lends nuance to when the signaling activities are most likely toaffect suppliers’ competitiveness.
2. 营销人员生成的内容在客户参与营销中的作用The Role of Marketer-Generated Content in CustomerEngagement Marketing
作者：Matthijs Meire, Kelly Hewett, Michel Ballings, V. Kumar, Dirk Vanden Poel
尽管社交媒体中的客户情感对于诸如购买行为之类的结果以及公司越来越多地使用客户参与计划的重要性已显示出来，但令人惊讶的是，很少有研究对公司影响客户数字参与情感的能力进行调查。许多公司跟踪买家的离线互动，设计在线内容以与客户的体验保持一致，并在活动期间面对各种各样的表现，从而使营销人员生成的内容得以修改以符合事件的结果。这项研究考察了公司围绕客户体验互动事件的社交媒体参与计划在影响客户数字参与度方面的作用。结果表明，营销人员不仅可以影响客户在互动过程中的表现，还可以影响客户的数字参与度，并且对于不利的事件结果，营销人员生成的信息性内容（而不是情感性内容）可以增强客户的情感性。这项研究还强调了情感作为客户生命周期价值的领先指标的作用。
Despite thedemonstrated importance of customer sentiment in social media for outcomes suchas purchase behavior and of firms’ increasing use of customer engagementinitiatives, surprisingly few studies have investigated firms’ ability toinfluence the sentiment of customers’ digital engagement. Many firms trackbuyers’ offline interactions, design online content to coincide with customers’experiences, and face varied performance during events, enabling themodification of marketer-generated content to correspond to the event outcomes.This study examines the role of firms’ social media engagement initiativessurrounding customers’ experiential interaction events in influencing thesentiment of customers’ digital engagement. Results indicate that marketers caninfluence the sentiment of customers’ digital engagement beyond theirperformance during customers’ interactions, and for unfavorable event outcomes,informational marketer-generated content, more so than emotional content, canenhance customer sentiment. This study also highlights sentiment’s role as aleading indicator for customer lifetime value.
3. 让我们做一个“交易”：交易集体如何从促销中共同产生意想不到的价值Let’s Make a “Deal”: How Deal Collectives CoproduceUnintended Value from Sales Promotions
作者：Colin Campbell, Hope Jensen Schau
交易集体的用户共同产生的“交易”产生的价值超出了营销人员提供促销时的预期。作者对交易集体中用户的共同行动如何共同产生这种意想不到的价值有了一个了解。通过包含颠覆性购物者感觉的动机网络吸引用户与集体交易，这反映了对公司的精益求精和暂时颠覆市场力量结构的愿望。未发现的价值评估过程表明，交易论坛（由于其集体的知识，创造力和信任度）在识别，开发和审查机会以获取意想不到的价值方面比个人消费者更有效。作者进一步揭示，意料之外的价值可能源于无针对性的促销，定价和促销错误以及促销的组合或堆叠。提供了监视交易集体以及阻止或支持其活动的策略。
Users ofdeal collectives coproduce “deals” that yield value beyond what a marketerintends when offering promotions. The authors develop an understanding of howthis unintended value is coproduced through the combined actions of users indeal collectives. Users are drawn to deal collectives by a web of motivationsthat include subversive shopper feelings, which reflect a desire to outsmartfirms and temporarily upend the market power structure. Uncoveredtransvaluation processes show that deal forums—due to their collective knowledge,creativity, and trust—are more effective than individual consumers atidentifying, developing, and vetting opportunities to capture unintended value.The authors further reveal that unintended value can stem from untargetedpromotions, pricing and promotion errors, and combinations or stacking ofpromotions. Strategies for monitoring deal collectives and either discouragingor supporting their activities are offered.
4. 通过框架使推荐系统更加有效：基于用户和基于项目的框架对推荐点击率的影响Making Recommendations More Effective Through Framings:Impacts of User- Versus Item-Based Framings on Recommendation Click-Throughs
作者：Phyliss Jia Gai, Anne-Kathrin Klesse
公司经常根据各种算法向客户提供产品推荐。这项研究探讨了公司应该如何框架他们使用的方法来推导他们的建议，以最大限度地提高点击率。两种常见的基于用户和基于项目的框架可以描述相同的推荐。基于用户的框架强调客户之间的相似性（例如，“喜欢这个的人也喜欢…”）；基于项目的框架则强调产品之间的相似性（例如，“类似于这个项目”）。六个实验，包括在一个移动应用程序中的两个现场实验，表明构建与基于用户（与基于项目）相同的推荐可以提高推荐点击率。研究结果表明，基于用户的（与基于项目的）框架告知客户，推荐不仅基于产品匹配，还基于与其他客户的口味匹配。与推荐接收者、产品和其他用户相关的三个理论推导和实际相关的边界条件也为管理者提供了如何利用推荐框架增加推荐点击率的实际指导。
Companiesfrequently offer product recommendations to customers, according to variousalgorithms. This research explores how companies should frame the methods theyuse to derive their recommendations, in an attempt to maximize click-throughrates. Two common framings—user-based and item-based—might describe the samerecommendation. User-based framing emphasizes the similarity between customers(e.g., “People who like this also like…”); item-based framing insteademphasizes similarities between products (e.g., “Similar to this item”). Sixexperiments, including two field experiments within a mobile app, show thatframing the same recommendation as user-based (vs. item-based) can increaserecommendation click-through rates. The findings suggest that user-based (vs.item-based) framing informs customers that the recommendation is based on notjust product matching but also taste matching with other customers. Threetheoretically derived and practically relevant boundary conditions related tothe recommendation recipient, the products, and other users also offer practicalguidance for managers regarding how to leverage recommendation framings toincrease recommendation click-throughs.
5. 灰姑娘的故事：过去的身份显着性如何提高对重新定位产品的需求A Cinderella Story: How Past Identity Salience BoostsDemand for Repurposed Products
作者：Bernadette Kamleitner, Carina Thürridl, Brett A.S. Martin
像灰姑娘一样，许多经过重新利用的产品都涉及到传记的转变，从过去的破烂身份（例如，旧的安全气囊）到具有有价值但又不同的新身份的产品（例如，由安全气囊制成的背包）。在本文中，作者认为，营销人员应通过突出产品过去的身份来帮助客户推断此类产品故事。三个现场实验和四个受控实验表明，使产品具有过去的显着性可以提高对各种重新用途产品的需求。这是因为过去的身份显着性引起了对这些产品传记的叙述性思考，从而使客户感到特别。结果还表明，对于过去具有明显身份的产品，必须特别精心设计这种过去具有身份显着性的策略。这些发现凸显了讲故事的新前景（即客户根据最小的营销人员投入而自我推断的故事）;创造新的机会来推广具有先验价值的产品；并针对未开发，不断增长的升级和回收产品市场提供详细指南。
LikeCinderella, many repurposed products involve a biographical transformation,from a tattered past identity (e.g., an old airbag) to a product with avaluable but different new identity (e.g., a backpack made from an airbag). Inthis article, the authors argue that marketers should help customers infer suchproduct stories by highlighting the products’ tattered past identities. Threefield experiments and four controlled experiments show that making a product’spast identity salient boosts demand across a variety of repurposed products.This is because past identity salience induces narrative thoughts about theseproducts’ biographies, which in turn allows customers to feel special. Resultsalso suggest that this strategy of past identity salience needs to beparticularly well-crafted for products with easily discernible past identities.These findings highlight a promising new facet of storytelling (i.e., storiesthat customers self-infer in response to minimal marketer input); create newopportunities for promoting products with a prior life; and deliver detailedguidance for the largely unexplored, growing market for upcycled and recycledproducts.
6. 是什么导致在线评分中的羊群行为？评估者经验，产品组合和意见分歧的作用What Drives Herding Behavior in Online Ratings? TheRole of Rater Experience, Product Portfolio, and Diverging Opinions
作者：Sarang Sunder, Kihyun Hannah Kim, Eric A. Yorkston
由于评级与销售之间的紧密联系，消费者的购后评估受到了广泛关注。但是，关于参考群体（即人群和朋友）的羊群效应如何在在线评分中发挥作用的消息鲜为人知。这项研究考察了意见分歧，评估者经验以及公司产品组合在减弱/扩大在线评级环境中的羊群影响方面的作用。将强大的计量经济学技术应用于来自棋盘游戏社区的数据，我们发现羊群效应非常重要，并建议使用更细微的羊群观点。突出评估者经验的作用，随着评估者获得经验，人群的积极影响被削弱，朋友的影响被放大。此外，参考群体之间的意见分歧会导致羊群和差异，具体取决于参考群体和评估者的经验水平。最后，公司可以通过其产品组合深刻地影响在线意见。广泛而深入的产品组合不仅会导致良好的质量推断，还会削弱社会影响力。讨论了对在线声誉管理，评估系统设计和公司产品策略的影响。
Consumers’postpurchase evaluations have received much attention due to the strong linkbetween ratings and sales. However, less is known about how herding effectsfrom reference groups (i.e., crowd and friends) unfold in online ratings. Thisresearch examines the role of divergent opinions, rater experience, and firmproduct portfolio in attenuating/amplifying herding influences in online ratingenvironments. Applying robust econometric techniques on data from a communityof board gamers, we find that herding effects are significant and recommend amore nuanced view of herding. Highlighting the role of rater experience, thepositive influence of the crowd is weakened and friend influences are amplifiedas the rater gains experience. Furthermore, divergent opinions betweenreference groups create herding and differentiation depending on the referencegroup and the rater’s experience level. Finally, firms can influence onlineopinion through their product portfolio in profound ways. A broad and deepproduct portfolio not only leads to favorable quality inferences but alsoattenuates social influence. Implications for online reputation management,rating system design, and firm product strategy are discussed.
提升卡
置顶卡
沉默卡
变色卡
抢沙发
千斤顶
显身卡
京公网安备 11010802022788号
