It is a well-established fact that creating value for customers is a very important source of competitive advantage. However, no researchers have yet analyzed or defined what is meant by retailer value. In this study, building on a solid theoretical background, we propose a definition of “retailer value.” Subsequently, this concept has been used in an empirical study of retail chains in Denmark and Germany. The study was designed as a means-end chain approach to the buying of pork and fish products by retail buyers. The results revealed that it is possible to analyze the hierarchy between attributes, consequences, and values sought by retail buyers when buying for their companies, and to identify relevant differences across countries and products. These differences across the value maps are used to propose ideas for how manufacturers of pork and fish products can improve their marketing activities and thereby obtain competitive advantage. [EconLit citations: L660, L810.] © 2004 Wiley Periodicals, Inc. Agribusiness 20: 323-345, 2004.
Product development managers and academics like to assure themselves and each other that new product development is one of the most critical areas of company competence and contributes positively to company success. But does top management agree? Because if they do not, the consequences will heavily influence the resource allocation to product development and career possibilities of new product developments manager. This study examines how top managers view the importance of product development relative to other central competence areas. Although asking managers about their perception is one way of evaluating the importance, its contribution to company success is another important measure. In this study, the impact of product development, relative to other important competence areas, is measured to assess further how critical product development is for overall company success. The authors investigate these matters in a survey of top managers in 513 Danish production companies. Ten areas important for achieving company objectives are identified. These are product development, market intelligence, production management, strategy and vision, sales, market responsiveness, promotion, internal co‐operation, image, and supply management. Product development is rated a fairly important competence as it ranks number four, with sales, market responsiveness, and production management ranking numbers one to three. Yet a distressing negative impact on overall company success is found for product development proficiency, whereas success is positively related to production management, image, and differentiation of products. Further analysis reveals that product development contributes positively to success by enabling product differentiation and enhancing promotion proficiency. Influenced by and influencing many other competencies, product development is found to be a central competence. Results support a nonfunctional and broad perspective of how bundles of competences interact and impact on success and establish a positive overall contribution to product development.
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