This paper investigates the interplay between innovation and competitive superiority in the context of channel management by adopting a capabilities view. The relevance for channel marketing and management scholars is that we developed an environment-strategy-value contingency model to address the focal phenomenon. Our empirical results clearly support the key argument that managerial and technological innovations play an essential role in understanding of how competitive superiority is achieved in constantly evolving marketing channels. As such, our contingency factors involved have a significant intermediate role in each of the research contexts examined, indicating that the innovation capability has a channel specific profile.
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AbstractIn recent years, "efficient consumer response" has replaced prior management fads and rules of the competitive landscape in the field of grocery trade. This initiative thrives on creating value for the final customers through an efficient supply chain value system, and simultaneously appropriate value for the channel members involved. However, much of the evidence to date remains anecdotal, and thus, the channel collaboration -value conduct reminds a "black box". We adopt a capabilities view and a contingency framework is proposed to test the postulated relationships between the key constructs by deploying multi-country data.Our results indicate a strong positive association between channel collaboration and firm value proposition, and further that the relationship has a contingency specific profile. In managerial terms, business executives must carefully design a match between the strategic channel posture the firm possesses and its value creating and appropriating capability profile in managing collaborative channel relationships.
Channel collaboration has occupied an increasingly prominent role in contemporary business strategy, and has been considered a key driver for providing value for the partnering firms involved. Drawing on the resource based theory of the firm, the present study aims to explore the effects of collaborative capability and market orientation on firms' performance advantages in the context of marketing channels. We also investigate whether the firms in developed and emerging markets significantly differ in their capability profiles. The data consists of 545 responses to a survey of small, medium-sized and large companies representing the grocery goods sector (manufacturers, wholesalers and retailers) in nine countries. In line with the theory, channel collaboration enhances positional and performance advantages of firms, and this collaboration is shaped by the type of economy adopted.
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