Drawing on transaction cost economics theory, this study addresses the following research questions: (1) Does supplier involvement in market intelligence gathering activities have a greater impact on innovation success in predesign or commercialization activities? and (2) Does supplier involvement in market intelligence gathering activities have a greater impact on success in radical or incremental product innovation? Hypotheses are tested using both subjective and objective measures of success from a study of 205 incremental and 110 radical new product development projects. Results from the estimation of a two-group path model suggest that this theoretical framework is useful in providing guidance as to when product developers should emphasize the gathering of market intelligence through suppliers. Consistent with conventional wisdom, the findings suggest that supplier involvement in market intelligence gathering activities are positively related to success in incremental innovations across predesign and commercialization activities. However, supplier involvement in market intelligence gathering activities is found to have no significant impact on market share and is negatively associated with perceived product performance in radical innovations in predesign tasks. Also, while there was no significant difference in market share for supplier involvement in market intelligence gathering activities between radical and incremental innovation in commercialization activities, supplier involvement in these activities did have a greater impact on perceived product performance in radical innovation than it did in incremental innovation. Although current practice suggests that teams allocate fewer resources to the gathering of market intelligence through their suppliers during predesign activities in incremental innovation projects compared with radical innovation projects, the findings in this study suggest that they should do the opposite. Shifting resources allocated for engaging suppliers in market information gathering activities in predesign activities from radical innovation projects to incremental innovation projects could increase the return on these investments. Alternatively, these resources currently allocated to the gathering of market intelligence through suppliers in predesign activities of radical innovation projects could also provide greater benefits if allocated to commercialization activities of radical innovation projects, where they have the greatest positive impact.

Using 959 articles reflecting the work of 1,179 scholars, this study ranks the world's top scholars in innovation management (IM) on the basis of the number of research articles published across 14 top academic journals in technology and innovation management, marketing, and management between 1990 and 2004. Twenty-three scholars have at least eight articles in this period. Michael Song has the most (31), followed by Robert Cooper, Roger Calantone, William Souder, and Elko Kleinschmidt, who have published at least 17 articles in the 15-year period. Surprisingly, the list of schools that either trained or currently employ these top scholars is quite different from Linton's (2004) recent ranking of the top business schools in the management of technology. Guided by social capital theory, the present study analyzes the embeddedness characteristics of IM scholars to determine the extent to which social capital explains scholarly productivity. A current controversy in the social capital literature is the embeddedness characteristics that create social capital. On the one hand, the closure perspective argues that social capital results from strong relational ties with others in a dense, local neighborhood of actors who are relatively disconnected from others. On the other hand, the brokerage perspective argues that social capital is created when actors have relational ties that span these dense, local neighborhoods. The findings in the present study support both perspectives. Furthermore, the results suggest that strategic orientation is a contingency variable that clarifies the conditions in which closure-or brokerage-based embeddedness is appropriate. Specifically, scholars pursuing an entrepreneurial publication strategy are more productive when their relational embeddedness is consistent with the brokerage perspective of social capital creation, whereas scholars pursuing a focused publication strategy are more productive when their relational embeddedness is consistent with the closure perspective of social capital creation. The results have implications for both the IM scholar community and the social capital literature. Whether IM scholars are pursuing an entrepreneurial strategy that capitalizes on emergent knowledge across various theories and perspectives or pursuing a focused strategy by concentrating on gaining deep understanding of a specific stream of research, there are many avenues and opportunities for improving publication performance through the formation of new social capital. Finally, the empirical support for the contingency variable strategic orientation is consistent with recent speculation that both perspectives are important and suggests that future work should focus on further identification and clarification of contingency factors associated with them.

Purpose – The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors. Design/methodology/approach – The authors survey 467 respondents and use a structural equation modeling approach to assess environmental involvement and willingness to pay more for green products as mediating variables between a multi-dimensional measure of environmental concern and sustainable behaviors. Findings – The findings suggest that environmental involvement and willingness to pay more for green products mediate the relationship between environmental concern and sustainable behaviors. But of the three dimensions of environmental concern, only concern for energy is statistically significant in the model. Research limitations/implications – The results empirically validate the multi-dimensionality of the environmental concern construct and its relationship with consumers’ sustainable behaviors. Both involvement and willingness to pay more for an environmentally friendly product play an important role in linking environmental concern to actionable behaviors. Practical implications – To reach green consumers who are willing to pay more for environmentally friendly products and ultimately engage in sustainable behaviors, marketers should target those consumers who are most concerned with energy and more involved with the environment. Originality/value – This paper is the first to study the gap between environmental concern and sustainable behaviors by utilizing involvement and willingness to pay more for an environmentally friendly product as mediators. Results provide critical insight into this often elusive gap. The authors also fill an important gap in the literature by including psychological factors driving consumers’ willingness to pay more for green products.

Purpose The purpose of this paper is to discuss the need for appropriate green marketing communication strategies to close the gap between consumers’ strong environmental concerns and weak engagement in sustainable behaviors. In doing so, our overarching goal is to provide new direction for creating targeted marketing communication strategies that will more effectively motivate consumer purchasing of green products and services. Design/methodology/approach The authors use a survey approach to collect data and regression analysis to test our hypotheses. Findings The findings suggest that demographic variables (gender, ethnicity and age) as well as concern for waste, concern for health and concern for environmental technology influence five different categories of sustainable behaviors. Research limitations/implications The results suggest that future studies should consider multiple dimensions of environmental concern because each dimension has a different impact on sustainable behaviors. Practical implications The findings contribute to the continued development of a green consumer profile and highlight the need for marketers to carefully select appropriate dimensions of environmental concern to emphasize in their communication strategies. Results also reinforce the need to consider demographics in targeted communications. Originality/value This study considers the impact of different dimensions of environmental concern and demographic variables on different types of sustainable behaviors.

Purpose The purpose of this paper is to identify how five factors (environmental involvement, environmental concern, financial motivations, social motivations and energy concern motivations) motivate individuals to engage in pro-environmental behaviors (curtailment, capital investment behaviors and food-related behaviors). Design/methodology/approach A survey approach is used to collect data, and regression analysis is used to answer the research question. Findings Results show that social motivations are positively associated with all three behaviors such as environmental involvement, Environmental Concern and Energy Concern Motivations are positively associated with some behaviors; and Financial Motivations are not associated with any behaviors examined in this study. Research limitations/implications These results highlight the widespread impact of social motivations, the more specific impact of environmental involvement, environmental concern and energy concern motivations, and the lack of impact of financial motivations on these three distinct pro-environmental behaviors. Practical implications Given that social motivation is so strong and pervasive across all three categories of pro-environmental behaviors, leadership in encouraging a dialogue/debate around these issues is needed from all stakeholders, including government, industry leaders, think tanks and environmental organizations. Originality/value This study incorporates multiple factors that have differing impact on three distinct pro-environmental behaviors.