Managing digital transformation during re-internationalization: Trajectories and implications for performance

This paper contributes to our theoretical understanding of how SMEs digitally transform during re-internationalization. We conducted qualitative, multiple-case studies into re-internationalization processes across 11 Chinese international SMEs. Using inductive data analysis, we identify two types of digital transformation, operational and strategic, and trajectories during re-internationalization. The complexity of digital transformation in re-internationalization is delineated by the intricate tensions between strategic digital transformation and new product development. Firm re-internationalization performance can plausibly be differentiated by how these tensions are managed.     

Shipping Fees or Shipping Free? A Tale of Two Price Partitioning Strategies in Online Retailing

In this article, we study the price partitioning decisions of online retailers regarding shipping and handling (S&H) fees. Specifically, we analyze two partitioning formats used by retailers in this context. In the first scenario, retailers present customers with a price that is partitioned into a product price and a separate S&H surcharge (the PS strategy); in the second, customers are offered free shipping through a non‐partitioned format where the product price already includes the shipping cost (the ZS strategy). We first develop a stylized game‐theoretic model that captures the competitive dynamics between (and within) these two formats. Analysis of the model provides insights into how both firm and product level characteristics drive a retailer's strategic choice regarding which partitioning format to adopt and, hence, determines the equilibrium market structure in terms of proportion of ZS and PS retailers. Subsequently, we conduct empirical analyses, based on product and S&H prices data for two different product categories (digital cameras and printers) collected from online retailers, to validate all the results of our theoretical model. We establish that PS retailers charge lower product prices than ZS ones, but the total price (product + S&H) charged is higher for the first group. The S&H charge for PS retailers can be significant—it is, on average, 5.4% (printers) and 3.0% (digital cameras) for our two product categories. Furthermore, retailers which are popular and/or face risky cost environment are more likely to opt for the ZS strategy, while retailers whose portfolio mostly includes large or heavy products with high cost (S&H)‐to‐price ratios usually choose the PS strategy. Lastly, our empirical study also illustrates that the price adjustment behavior of retailers is affected by their shipping‐fee policies—for example, ZS retailers change their product prices almost 1.5 times more frequently than PS ones.     

How Excessive Stage Time Reduction in NPD Negatively Impacts Market Value

We empirically investigate how time reductions in particular product development stages impact market value. Using longitudinal project data from 107 firms, we compare stage times prior to and following investments in new product development process changes. Our analysis reveals a predominance of focus on time reduction in the late stages of product development. We also find support for the existence of an inverted‐U relationship between market performance and time reductions for some of these stages: beta testing and technical implementation. Therefore, while time reductions can improve time to market, we observe a clear limit to the benefits associated with stage time reductions at particular stages. We also investigate the role of strategic contextual factors such as the extent to which a firm's patented innovations rely upon a variety, as opposed to a limited range, of diverse technology classes. The extent of this technology‐span impacts optimal stage time reductions. We perform an in‐depth post hoc analysis with a small set of firms to uncover how they should invest in stage time reduction given our empirical results. The post hoc analysis highlights that some firms are likely overinvesting in stage time reductions and destroying market value.     

The Roles of Supply Chain Intelligence and Adaptability in New Product Launch Success

Many new product introductions continue to be unsuccessful, and while researchers have studied product development processes, relatively few studies directly address new product launch. We do so in the present research and posit that supply chain intelligence, defined as technological and competitive knowledge sourced and integrated from suppliers, customers, and competitors, plays an important role in explaining new product launch success. We further employ the knowledge‐based view to theorize that both supply chain adaptability and product innovation capability act as important mediators of the effects of supply chain intelligence on new product launch success and firm financial performance. While the former capability refers to a firm's ability to quickly adjust its supply chain to react to market and product design changes, the latter refers to the firm's proficiency in developing innovative new products. We test hypothesized relationships among these factors utilizing data collected in a survey of 229 U.S. manufacturing firms. Results point to the central role of supply chain adaptability in capturing the benefits of supplier technological intelligence for enhanced product innovation capability, new product launch success, and firm financial performance. In contrast, product innovation capability serves as the generative means by which customer and competitor intelligence is translated into more successful new product launches, which, in turn, produce superior firm financial performance. Overall, these findings contribute to a better understanding of factors that can explain why certain product launches are more successful than others, and offer practical insights for appropriate investments in the development of related knowledge resources.     

COMPONENT COMMONALITY: MODELS WITH PRODUCT‐SPECIFIC SERVICE CONSTRAINTS*

Common components are used extensively for reasons including product postponement and expediting new product development. We consider a two‐stage assemble‐to‐order system with two products having uniformly distributed demand, one common component, and product‐specific components. We develop optimization models in which the cost‐minimizing inventory of the components must be determined and allocated to products in order to meet product‐specific service level constraints. We compare two different commonality models based on whether or not the products are prioritized. A distinctive feature of our study is the use of product‐specific service levels. We compare our results with models using aggregate service levels.     

THE IMPACT OF ELECTRONIC DATA INTERCHANGE ON DELIVERY PERFORMANCE

After several years of use of electronic data interchange (EDI) in various industries, the literature is still inconclusive regarding the benefits gained from its usage. We investigated contextual factors of two types: non‐managerial (product diversity, product customization, production instability, and organizational size) and managerial (just‐in‐time and quality management), that might have confounded past results. Our results indicate that the extent of EDI use is significantly related to delivery performance after controlling for the above‐mentioned factors. Furthermore, the data set supported the moderating effect of production instability on the relationship between the extent of EDI use and delivery performance achieved, but failed to support the moderating effect of organizational size.     

Closing the Loop: An Empirical Analysis of the Dynamic Decisions Affecting Product Variety

Product variety decisions have become a key issue in managing new product development and innovation. The marketing literature highlights how product variety influences consumer demand. The operations and supply chain management literature discusses the impact of product variety on production and operational costs. However, very little has been found about how these past performance outcomes may influence present variety decisions. We consider product variety and performance outcomes in a dynamic decision loop by testing the forward impacts of product variety on demand and cost, as well as the reverse influences of past performance on present product variety decisions. Using archival data from the distribution network of a U.S.‐based soft drink bottler, we develop a balanced panel dataset of 3,666 observations over three years containing product variety, cost, and demand data. Our results suggest that both past demand and past cost outcomes may influence present variety decisions, with the demand impact occurring more rapidly than the impact of cost. Moreover, we investigate curvilinear impacts of product variety on the performance measures and find that product variety influences both demand and cost performance at diminishing marginal rates. From a theoretical perspective, our study better models the interplay between product variety and performance outcomes, while from a professional perspective, we help supply chain managers to better plan for the outcomes of their product variety decisions.     

Marketing Is from Mars,IT Is from Venus: Aligning the Worldviews for Firm Performance

A typical firm is operated by multiple functional managers who may collaborate as well as compete to achieve firm performance. In the digital age, firm performance is essentially customer‐dependent and technology‐dependent, with both marketing and information technology (IT) playing key roles. Unfortunately the two functions often have very different worldviews. We show how these differences can damage firm performance, and suggest ways to mitigate this damage. We build a worldview difference model, synthesized from multiple disciplines. The model is tested using both matched and nonmatched observations from marketing and IT managers, and is analyzed with hierarchical linear models using both perceptual and objective firm performance data over a 4‐year period. We find that differences between the beliefs and perceptions of marketing managers and IT managers generate a negative impact on firm performance, and suggest appropriate technology‐culture associations to effectively align their worldviews for firm performance. To improve firm performance, a cross‐functional appreciation for market and technology drivers can be achieved by making marketing managers more learning‐oriented and by providing IT managers a culture that is congruent with technology.     

Product universality and design for supply chain management

We describe our experience of developing models in which the principles of design for supply chain management (DFCM) have been implemented for new product development at Hewlett-Packard Company (HP). This experience arises from the development of a new product that is scheduled to be released in 1995. A key design decision faced by the product development team was whether to use a universal module or regionally dedicated modules to satisfy global market requirements. We describe a wide range of factors—including manufacturing and logistics costs—that could be used to support the design decision; these factors associated with product and process design contribute to tolal supply chain costs. We review the analytical model used to evaluate the cost and service implications of the two design alternatives. Finally, we discuss qualitative considerations that might influence the eventual decisions as well as the lessons learned from this real world experience.     

Assessing Markups,Service Quality,and Product Attributes in Music CDs' Internet Retailing

We investigate trade‐offs among markups, service quality, and product attributes across customer, Internet retailer, and wholesaler echelons. Research has documented the reality of retail price dispersion, but little is known about how retail markups, in particular, are related to service quality and product attributes. For example, do Internet retailers deliver superior service in return for high markups? Do product characteristics affect the relationship between service and markups for retailers? To examine these issues, we first developed a model of Internet retail profitability that separates revenues and costs related to sales from other profit sources. This framework allowed us to position our work alongside the extant literature about Internet retailing. Moreover, it led us to synthesize service quality dimensions found in Internet retailing studies. We subsequently developed a critical‐event study based on the profit model and the synthesis of service quality dimensions to delineate service aspects that retailers should emphasize to address buyers' utility. Finally, we collected data from Internet purchases across retailers to isolate markup‐service quality trade‐offs along our delineated service aspects. We find that high markups are associated with superior performance across service quality dimensions. Furthermore, this trade‐off becomes more acutely defined when products with variable popularity are transacted.     

Longitudinal Analysis of Inhibitors of Manufacturer Delivery Performance

This article examines demand, manufacturing, and supply factors proposed to inhibit manufacturer delivery execution. Extant research proposes many factors expected to harm delivery performance. Prior cross‐sectional empirical research examines such factors at the plant level, generally finding factors arising from dynamic complexity to be significant, but factors arising from detail complexity to be insignificant. Little empirical research examines the factors using product‐level operating data, which arguably makes more sense for analyzing how supply chain complexity factors inhibit delivery. For purposes of research triangulation, we use longitudinal product‐level data from MRP systems to examine whether the factors inhibit internal manufacturing on time job rates and three customer‐oriented measures of delivery performance: product line item fill rates, average delivery lead times, and average tardiness. Our econometric models pool product line item data across division plants and within distinct product families, using a proprietary monthly dataset on over 100 product line items from the environmental controls manufacturing division of a Fortune 100 conglomerate. The data summarize customer ordering events of over 900 customers and supply chain activities of over 80 suppliers. The study contributes academically by finding significant detail complexity inhibitors of delivery that prior studies found insignificant. The findings demonstrate the need for empirical research using data disaggregated below the plant‐level unit of analysis, as they illustrate how some factors previously found insignificant indeed are significant when considered at the product‐level unit of analysis. Managers can use the findings to understand better which drivers and inhibitors of delivery performance are important.     

In search of complementarities within and across platform ecosystems: Complementors’ relative standing and performance in mobile apps ecosystems

Firms can benefit immensely from participating in digital platform ecosystems—specifically, from the shared technological assets and market opportunities offered by the platform owner. Yet, while aligning with the platform ecosystem rules, each member must decide whether to specialize in a given platform ecosystem or across multiple platform ecosystems to capture these benefits. We examine two common patterns through which platform ecosystem members (i.e., complementors) specialize within and across platform ecosystems, and the relative impact on their market performance. We look at the high relative standing of the complementary product as a reflection of complementors' specialization in the given product category or platform ecosystem. We then theorize that having products with high relative standing in a single product category and a single platform ecosystem, together, diminishes complementors’ market performance over time. Similarly, high relative standing in multiple platform ecosystems and multiple product categories, at the same time, adversely impacts the market performance. We find supportive evidence for our hypotheses, in a panel dataset of mobile app developers. This paper contributes to the burgeoning stream of research that investigates the trade-offs faced by complementors, suggesting that complementor strategies are more complex than simply trying to maximize market reach.     

Managing Multiple Facets of Risk in New Product Alliances*

The trend of forming alliances to develop new products continues; however, many of these new product alliances fail. As such we explore how key risk types intrinsic in new product alliances, performance, relational, and knowledge appropriation risks, influence alliance success. Further, we theorize that different alliance governance mechanisms can reduce the negative impact of risks on alliance success. To disentangle possible heterogeneous factors across firms that may affect the interplay of risk assessments and the use of governance mechanisms, we employ latent class regression analysis on survey data collected from 128 new product alliance firms and find support for a two‐regime solution. Longer alliance relationships and lower technological turbulence are factors for some firms (regime one), while the opposite are factors for other firms (regime two). These two regimes show different patterns in the interplay of risk assessments and governance for alliance success. Our theory and results support viewing risk as a multiple‐factor concept and by understanding the different impacts of the risk types in new product alliances and how governance mechanisms mitigate such effects, we aid managers' decision making regarding the balance of contractual versus normative governance in new product alliances. Understanding the heterogeneous factors inherent in these complex relationships enables managers to understand the conditions in which various governance mechanisms promote new product alliance success.     

Competitive and Collaborative Quality and Warranty Management in Supply Chains

Product quality and product warranty coverage are two important and closely related operational decisions. A longer warranty protection period can boost sales, but it may also result in dramatically increased warranty cost, if product quality is poor. To investigate how these two decisions interact with each other and influence supply chain performance, we develop a single‐period model with a supplier that provides a product to an original equipment manufacturer, which in turn sells it to customers. Customer demand is random and affected by the length of the product warranty period. Warranty costs are incurred by both the supplier and the manufacturer. We analyze two different scenarios based on which party sets the warranty period: manufacturer warranty and supplier warranty. Product quality is controlled by the supplier, and the manufacturer determines the ordering quantity. We analyze these decentralized systems and provide the structural properties of the equilibrium strategies. We also compare the results of centralized and decentralized systems and identify the conditions under which one system provides a longer warranty and better product quality than the other. Our numerical study further shows that, in decentralized settings, when the warranty period is determined by the firm sharing the larger proportion of total warranty costs, the supply chain can achieve greater system‐wide profit. Both parties can therefore benefit from properly delegating the warranty decision and sharing the resulting additional profit. We further design a supplier‐development and buy‐back contract for coordinating decentralized supply chains. Several extensions are also discussed.     

Institutional and Resource‐based Explanations for Subsidiary Performance

Addressing calls to integrate insights from institutional theory and the resource‐based view, we bring together dual theoretical explanations from institutional theory and the resource‐based view to examine the effectiveness of transfer of practice and human capital development as two routes to subsidiary performance. Our study of Hong Kong firms with subsidiaries in Mainland China shows that both routes positively affect subsidiary performance. However, our data show that our sampled firms struggled to successfully transfer practices from their parents. We attribute an explanation for this to the characteristics of practices as organizational capabilities in which transfer is made harder by the difficulty in replicating such capabilities. Consequently, developing subsidiary human capital is an important ally to practice transfer as a means to achieve superior subsidiary performance. Our results raise interesting questions about practice transfer and the resource‐based view relevant to future scholarly research.     

Impeding the Juggernaut of Innovation Diffusion: A Production‐Constrained Model

Models of innovation diffusion typically depict an inexorable momentum once the process begins to roll. Limited production capacity, however, can place a cap on this process, leading to waiting lines of potential customers, thus diminishing overall service quality and the speed of diffusion. Identifying the minimum production capacity needed for unimpeded and unimpaired diffusion can ensure that there are no customers waiting to adopt the product. We propose a production‐capacity‐constrained diffusion model that considers an exogenous industry production capacity and accounts for word‐of‐mouth effects from adopters as well as waiting customers. We derive analytical expressions for minimum capacity needed under multiple production scenarios. We present a dual‐objective non‐linear least squares procedure with large‐scale grid search for estimating the parameters. We apply our model to several new product innovation data sets, ranging from vacuum cleaners to sports utility vehicles in the United States to iPhones globally. Our estimates show that product shortages exist, ranging from mild to severe, in all of these product markets. We are able to corroborate some of our findings with independent external sources of evidence. We find that information on industry capacity can be recovered with as few as 5 years of sales data. Our model has practical implications for policy makers and can help equity analysts triangulate industry capacity better, particularly when such information is closely held.     

Technological Diversification: A Systematic Review of Antecedents,Outcomes and Moderating Effects

Technological diversification has been linked to a wide range of phenomena, including financial performance, innovation, product diversification and inter‐organizational relationships. This is the first systematic review of this literature and provides an overview of its historical development and conceptual foundations. It finds that the role of contingency factors impacting the positive relationship between technological diversification and financial performance needs further exploration. Also, it finds that the research on the links between technological diversification and inter‐organizational relationships requires consolidation. This paper suggests three avenues for further research. First, it sets out an agenda for identifying the antecedents of technological diversification. Second, it identifies contextual factors that could shape the relationship between technological diversification and performance. Third, it argues that technological diversification research must engage with contemporary technological and organizational developments such as digital organizations, open boundaries and networks.     

Private Labels: Facilitators or Impediments to Supply Chain Coordination

We consider a retailer’s decision of whether to develop an internally produced, private label version of a national brand and the role that this decision plays in coordinating the supply chain. Our model assumes that the perceived quality of the private label is lower than that of the national brand, and we allow for the two products to have different marginal costs. We further allow for a fixed development cost that the retailer must incur to develop private label capability, and distinguish two types of private labels depending upon whether they would or would not be developed as product line extensions by a vertically integrated supply chain. We refer to these two types as first‐best (FB) and non‐first‐best (NFB) product line extensions, respectively. When the private label can be characterized as a NFB product line extension, its development creates adverse cannibalization effects, yet it also helps to mitigate the effects of double marginalization with respect to the national brand. We characterize the conditions under which the retailer will develop private label capability, and distinguish among the conditions under which this is either beneficial or detrimental to the overall performance of the supply chain.     

Sources of Bias in the Recall of Self‐Generated Data: The Role of Anchoring1

This study examines two issues. First, we assess the reliability of employment data self‐generated by respondents using a survey panel of 280 firms surveyed in 1999 and again in 2002. Our results show that there is a close correlation between self‐generated and archival secondary data. Second, we test for bias in the recall of previous years' employment levels and the sources of such bias. We assess three reasons for recall bias: respondent‐level factors; firm‐level factors; and anchoring. Our regression results indicate that: owners and new respondents; those in firms that changed legal status and/or location; those in smaller firms; and those in growing or declining firms were biased in their recall of prior employment. In addition, growing firms tended to underestimate their growth, which points to anchoring as an explanation for these biases. These biases imply that we have to be careful in delineating performance measures and cautious about how we interpret self‐generated managerial information.     

Success Traps,Dynamic Capabilities and Firm Performance

Dynamic capabilities (DCs) are fundamental to the understanding of differential firm performance. However, the question remains why some firms are better at developing and applying DCs than others. In particular, successful firms have been warned against the tendency to fall into a success or competence trap, where success reinforces exploitation of existing competences and crowds out exploration of new competences, hindering the development of DCs. Therefore, this study examines the effects of success traps on DCs and consequently firm performance, taking into account firm strategy and market dynamism. To facilitate this, our study also identifies the commonalities of DCs across firms. Drawing on survey data from 113 UK high‐tech small and medium‐sized firms, we find that success traps have a significant, strong negative effect on DCs, which in turn have a weak positive effect on firm performance; DCs are manifested through absorptive and transformative capabilities as two common features across firms. We also find that the development and application of DCs is related to internal factors (such as success traps) rather than external factors (such as market dynamism).