Validating Dart Model

Mazur, Jolanta; Zaborek, Piotr

doi:10.1515/ijme-2015-0012

Cited by 30 publications

(25 citation statements)

References 22 publications

(16 reference statements)

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“…Specifically, the factors Risk 2 and Transparency explain little variance in its indicators and are too similar to other factors. This finding is consistent with our previous research on DART [Mazur, Zaborek, 2014], where -while using a different sample -it was concluded that the DART framework works better for manufacturing companies, possibly because it was originally developed through a qualitative investigation of several manufacturing firms. Even though services firms are generally worse represented by the model, for factors other than the problematic Risk 2 and Transparency reliability and validity is at least adequate, and Dialog and Risk 1 have their measurement models equivalent to manufacturers' (as indicated by insignificant differences between regression weights).…”

Section: Research Findingssupporting

confidence: 91%

“…In developing the statements for the scale we were guided by several earlier works, in particular Mazur and Zaborek [2014], Albinsson et al [2011Albinsson et al [ , 2016, Ruso Spena et al [2012], Prahalad and Ramaswamy [2000, 2004a, 2004b, 2004c. Specific reasons for the content of the listed items are discussed below.…”

Section: Tmentioning

confidence: 99%

“…In addition, there is a debate on the underlying structure of the latent variables [Mazur, Zaborek, 2014]. In particular, in the face of extant empirical evidence it is unclear if the scope and configuration of DART is best represented by only four constructs -as originally proposed by Prahalad and Ramaswamy [2004a] -or it is a more complex composition with more hidden variables accounting for more detailed aspects of co-creation.…”

Section: Transparency Indicatorsmentioning

confidence: 99%

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Exploring Links Between Engaging Customers in Value Co-Creation and Product Innovativeness

Zaborek

Mazur

2017

International Journal of Management and Economics

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The study examines the hypothesis that firms engaging customers in value co-creation tend to display more innovativeness. As such, it is one of the few quantitative studies on the link between these two concepts. Customer engagement in value co-creation was operationalized as a multiple scale following the DART framework by Prahalad and Ramaswamy. The DART acronym denotes four salient dimensions of enabling co-creation: Dialog, Access, Risk and Transparency. The applied innovativeness metric was revenue share from new and modified products. Data were collected from 432 managers of manufacturing and service SMEs. Statistical data analysis methods included EFA, CFA and multiple regression modeling.The major finding is the existence of a significant positive effect between engaging customers in value co-creation and innovativeness. In particular, certain DART dimensions, such as Dialog, elements of Access and Risk, coincided with increased levels of innovativeness. Among the study's limitations, two are particularly pertinent. First, different conceptualizations of customer engagement in value co-creation could yield different results in terms of effect magnitudes, although the authors believe that the direction of relationships should remain the same. Second, the research considered 83customer engagement from the perspective of managers, which could induce bias. Hence, it may be worthwhile to examine how customers evaluate their own engagement.In terms of practical application, to enhance innovativeness, firms should intensify their efforts to engage customers in day-to-day operations. However, not all aspects of co-creation provide equal benefits -it appears that more involved actions on the part of the company are needed to produce noticeable positive effects.From a theoretical viewpoint, the findings empirically validate the business relevance of engaging customers in value co-creation. Unlike many other studies of the co-creation stream, this paper relies on a large, representative sample of manufacturing and service firms.

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Section: Research Findingssupporting

confidence: 91%

Section: Tmentioning

confidence: 99%

Section: Transparency Indicatorsmentioning

confidence: 99%

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Exploring Links Between Engaging Customers in Value Co-Creation and Product Innovativeness

Zaborek

Mazur

2017

International Journal of Management and Economics

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“…More specifically, four items for dialogue, three items for access, three items for risk assessment, and three items for transparency were adapted from Albinsson et al (2016). Two items from Mazur and Zaborek (2014) were used, one for risk and one for transparency. For access, one item is adopted from Taghizadeh et al (2016).…”

Section: Measures Developmentmentioning

confidence: 99%

DART model from a customer's perspective: an exploratory study in the hospitality industry of Greece

Solakis

Peña‐Vinces

López-Bonilla

2017

Problems and Perspectives in Management

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(2017). DART model from a customer's perspective: an exploratory study in the hospitality industry of Greece. Problems and Perspectives in Management, 15(2-3), 536-548. doi:10.21511/ppm.15(si) AbstractThe customers are an essential element for marketing decisions and became a factor decisive to develop collaborations with the company. The study examines the four building blocks of the interaction of the DART model (Dialogue, Access, Risk Assessment, Transparency) in the hospitality industry from the client's perception. This approach of the research is paramount, as value co-creation and DART model especially are based on a dialogical process between equal partners. That means that the principles of the four building blocks of interaction are equally applied to all the actors involved. This argument is amplified as the dividing line between producers and consumers is barely evident in the service-dominant logic. The exploratory study has been carried out at the Makedonia International Airport in Thessaloniki, Greece. Partial Least Squares (PLS) provides empirical support to conduct the exploratory study.

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“…Do propagatorów tego podejścia należą m.in. Prahalad i Ramaswamy 22 , którzy zaproponowali model działań przedsiębiorstwa zorientowanego na doświadczenia klientów 23 oraz Vargo i Lusch 24 .…”

Section: Zastosowanie Narzędzi Internetowych W Działaniach Marketingounclassified

Cechy domen internetowych polskich marek eksportowych a specyfika branży

Witek-Hajduk

Mazur

Sznajder

et al. 2017

pefim

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The aim of this paper is to answer the research question: Do the characteristics of Polish brands' websites addressed to the domestic and foreign consumers demonstrate significant differences in terms of the industry specificity?For this purpose, quantitative research was carried out by observing and recording the characteristics of the exporting brands' websites, supplemented with secondary data on Internet traffic and the financial outcomes of the brands' owners. The research community constisted of 402 strongest Polish consumer goods' brands sold in foreign markets.It has been found that the brands of clothing and other fashion-related products and brands of consumer durable goods demonstrate relatively high level of surveyed Web site characteristics and brands of food and cosmetics - the lowest.

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Validating Dart Model

Cited by 30 publications

References 22 publications

Exploring Links Between Engaging Customers in Value Co-Creation and Product Innovativeness

Exploring Links Between Engaging Customers in Value Co-Creation and Product Innovativeness

DART model from a customer's perspective: an exploratory study in the hospitality industry of Greece

Cechy domen internetowych polskich marek eksportowych a specyfika branży

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