Despite the common belief that knowledge sharing in new product development (NPD) teams is beneficial, empirical findings are mixed. We adopt a microfoundations perspective and draw from the socio-cognitive theory to propose a model that theorizes a nonlinear effect of customer knowledge sharing behaviors on NPD performance. In particular, we identify the underlying mechanism through which shared common customer knowledge and perceived diagnostic value shape the nonlinear returns to customer knowledge sharing behaviors. In Study 1, data from the biotechnology industry provide support for the hypothesis that customer knowledge sharing behaviors in NPD teams have an inverted U-shaped relationship with NPD performance. In Study 2, data from business-to-business (B2B) industries demonstrate that customer knowledge sharing behaviors are positively related to shared common customer knowledge in NPD teams, and the latter has an inverted U-shaped effect on NPD performance. Finally, this nonlinear effect is moderated by the team's perceived diagnostic value of customer knowledge, such that the inflection point of the inverted U-shaped curve is shifted upward in teams with high levels of perceived diagnostic value of customer knowledge, strengthening the impact of shared common knowledge on NPD performance.
The importance of optimal marketing communications mix decisions is well-recognized by both marketing scholars and practitioners. A significant volume of work has addressed the problem of dynamic marketing mix optimization assuming constant effectiveness of marketing instruments. However, the effectiveness of marketing communications varies over time for a variety of reasons. Moreover, due to factors such as inflation or deflation in media prices and/or raw material inputs, there can be differential changes in the costs of communications and/or margins on the good (or service) sold over time. The academic literature offers little normative direction on how time-varying marketing effectiveness and costs drive optimal marketing-mix levels and their relative allocation. The authors shed light on these issues by solving a monopoly firm's finite horizon dynamic marketing communications mix optimization problem involving two marketing instruments with time-varying parameters, i.e., the marketing effectiveness parameters, media costs, and product margin are all allowed to vary over time. First, they find that the structure of the solutions is similar to that of the classic Nerlove-Arrow model, for a completely general nature of time-varying effectiveness. Second, their model can be used by managers to exactly determine whether and when to switch their marketing-mix emphasis (defined by the marketing element receiving the dominant portion of the budget) over a finite planning horizon. In sum, the authors expand knowledge on optimal allocation of marketing resources with time-varying effectiveness. They also extend their solution to incorporate multiple (more than two) marketing instruments.
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Materialism and environmentalism have emerged as megatrends in developed western societies. Prior research has suggested that these two values are incompatible. The current research shows that materialistic values can strengthen the positive relationship between environmental knowledge and environmental behaviors under certain conditions. The results suggest moral compensation as the underlying cause. Across four studies, this research uses experimental, survey, and secondary data to show that materialistic values can have a positive impact on indirect environmental behaviors when an individual possesses sufficient environmental knowledge. This effect is stronger in individuals who are highly self‐conscious as well as those primed to be self‐conscious, consistent with the moral compensation paradigm. In summary, the impact of environmental attitudes on environmental behaviors through environmental knowledge is most pronounced when one's materialistic values and self‐consciousness are high. Conceptual, policy‐making, and managerial implications are discussed.
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