DigitalUM :: Browsing by browse.metadata.contributordepartment "Comercialización e Investigación de Mercados"

Browsing by browse.metadata.contributordepartment "Comercialización e Investigación de Mercados"

Now showing 1 - 20 of 58

Open Access
A Study of Cognitive Results in Marketing and Finance Students
(SAGE Publications, 2020-06-16) Ortiz-Rendón, Paola Andrea; Montoya-Restrepo, Luz Alexandra; Munuera Alemán, José Luis; Comercialización e Investigación de Mercados
Background. It is undeniable that human capital is a highly valued resource in today’s increasingly competitive and interconnected world. Management education involving decision-making is a fundamental issue in today’s education systems. Particularly, the marketing audit improves the decision-making process based on the assessment of the marketing performance and the analysis of the market results. Although marketing audits are not widely used among organizations yet, marketing control mechanisms have become more important in organizational performance studies and must be integrated into marketing and finance education programs. Method. This quasi-experimental study followed a pretest/posttest design to measure differences in the scores 281 marketing and finance students in Colombia taking part in a game of marketing audit. Results and conclusion. All students significantly improved their higher grades after taking part in the game. Marketing and finance students also improved their responses. For the students in the final semester and for the male and mixed groups, there is insufficient evidence to suggest that the game can improve their cognitive results. Decisions between marketing and finance professionals must be reinforced, to allow academic organizations involved in developing markets and characterized by low levels of competitiveness improve their education levels
Open Access
Altruism and internal locus of control as determinants of the intention to participate in crowdfunding: the mediating role of trust
(2019) Rodríguez-Ricardo, Yusimí; López Pérez, Manuela; Sicilia Piñero, María; Comercialización e Investigación de Mercados
This paper aims to analyze the determinants of participation in crowdfunding. As any individual may participate in a crowdfunding project, the study analyzes the general audience as potential contributors. This study develops and tests a model that includes personal determinants-internal locus of control and altruism-of the intention to participate in crowdfunding. Trust in crowdfunding is proposed as a mediator in the model. Data from 245 individuals were gathered via an online panel to test the hypotheses. Altruism and internal locus of control are found to enhance trust in crowdfunding, which, in turn, influences individuals’ intention to participate. Companies or entrepreneurs that are currently using or expecting to use crowdfunding to finance their project should develop marketing strategies that focus on enhancing trust towards their projects. Likewise, they should target individuals who are more altruistic and with higher levels of internal locus of control.
Open Access
Antecedents and consequences of perceived helpfulness of extremely positive and exaggerated reviews
(Elsevier, 2024-09) Iacobucci, Dawn; Pascual del Riquelme Martínez, María Isabel; Román Nicolás, Sergio; Comercialización e Investigación de Mercados
Consumers often engage in exaggeration when sharing their experiences online. This study focuses on how consumers interpret extremely positive and exaggerated product reviews. Results derived from a survey with 601 consumers evaluating cell phone reviews indicate that internal and external attributions fully mediate the influence of the reader’s shopping related characteristics (online shopping expertise and product involvement) and personality traits (close-mindedness, Machiavellianism, cynicism) on perceptions of the review’s helpfulness. Helpfulness, in turn, enhances consumers’ behavioral and recommendation intentions. The impact of perceived helpfulness on purchase intentions is stronger for brands seen as low-quality compared to those regarded as highquality. Several theoretical and practical implications are discussed.
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Assessing corporate planning of future sustainability initiatives in private healthcare organizations
(Elsevier, 2020-12) Svensson, Göran; Wood, Greg; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Purpose The research objective is to assess the corporate planning of future sustainability initiatives in private healthcare organizations. Design/methodology/approach Private hospital organizations have been selected using a judgmental sampling. A qualitative case study was followed in this research. Findings The findings shed light on corporate planning of future sustainability initiatives in private healthcare organizations. Research limitations/implications The diversity of similarities and differences that has been uncovered between private healthcare organizations on corporate planning, reveals the complexity faced in trying to achieve sector-wide and or industry-wide uniformity of sustainability initiatives. Managerial implications These findings offer opportunities to examine criteria to examine the corporate planning of future efforts and priorities in private healthcare sectors across countries and continents. Originality/value This paper distinguishes between corporate planning approaches in relation to the assessment criteria to examine future sustainability initiatives in private hospitals.
Open Access
Benchmarking meta-analytical conceptualizations of B2B seller skills against empirical evidence in services firms
(Emerald, 2024-04-03) Høgevold, Nils M.; Otero-Neria, Carmen; Svensson, Göran; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Purpose. The purpose of the study was to benchmark meta-analytical conceptualizations of business-to-business (B2B) seller skills against empirical evidence in services firms. Design/methodology/approach. The study is based on a deductive approach and questionnaire survey focusing on a range of services firms from different industries and corporate sizes. A total of 389 questionnaires out of 732 were returned, generating a response rate of 53.1%.Findings: The study aims to provide empirical evidence and structures relating to B2B sellers' capabilities in a seven-dimensional conceptualization, all of which can be used in services firms to improve their seller efficiency. Each seller skill dimension performs a different function in the sales services process. Research limitations/implications. The authors conclude that the verified meta-analytical conceptualizations of B2B seller skills seem valid and reliable in services firms. Nevertheless, further research needs to be carried out, based on other company characteristics as well as industries. Practical implications. It reduces the risk perceived by customers in B2B services settings through cultivating the sellers' capabilities, based on the seven-dimensional evidence of seller skills to enhance sales performance. Originality/value. The study contributes to existing theory and previous studies by offering a foundation on which to structure sales performance indicators in services firms. Specifically, it contributes to structuring B2B seller skills across a selection of principal dimensions in B2B services settings.
Open Access
Brand stereotypes: on the relationships with gendered brand personality and agentic and communal values in fostering consumer–brand identification
(Elsevier, 2024-03-25) Delgado Ballester, Elena; Fernández Sabiote, Estela; Comercialización e Investigación de Mercados
This research draws on social identity theory and social role theory of gender stereotypes to investigate the role of brand gender personality (masculine and feminine) on generating brand warmth and competence, and how consumers’ agentic and communal values condition the effects of brand stereotypes on consumer–brand iden tification. The theoretical model is tested via two different studies. In the first study (N = 490), 21 brands across different product categories are used to test the theoretical model. Then, a second study (N = 469) corroborates the previously identified relationships and further shows that the effect of brand stereotypes on consumer–brand identification is moderated by agentic and communal motivations. The present study contributes to research on brand stereotyping while providing managerial insights that can be used to enhance the relationship between brands and consumers.
Open Access
Business-to-business sellers’ motivations in sales performance – A six-dimensional framework proposition
(AOSIS Publishing, 2023-09-15) Roberts Lombard, Mornay; Høgevold, Nils; Svensson, Göran; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Background: Whether internal or external, motivational factors serve as stimulants influencing individual ability to execute sales tasks. A meta-analysis was conducted highlighting three broad categories of individual motivations that are imperative within the context of sales performance, namely cognitive choice, goal orientation, and work engagement. However, marketing and sales management scholars argue that there is a need for further research exploring the influence of intrinsic and extrinsic motivational factors on overall sales performance in multiple business settings. Aim: The aim of the study is to test a six-dimensional framework of business-to-business (B2B) sellers’ motivations in sales performance. Setting: The application of a six-dimensional framework on sales performance within a Norwegian context. Different companies from multiple industries operating in the product-orientated sector of Norway were selected to measure the relevance of the six-dimensional framework to sales performance in these companies. Method: In total, 236 usable questionnaires representing multiple industries of different sizes across Norway were used. Data were collected using self-administered questionnaires. Results: The findings indicate that the dimensions of B2B sellers’ motivations are relevant in a B2B sales setting. Therefore, sales businesses operating in a B2B environment need to become increasingly aware that motivations drive sellers to achieve their goals. Conclusion: The study offers an increased understanding on how to structure B2B sellers’ motivations in a six-dimensional framework, including cognitive choice, goal orientation, and work engagement. Contribution: The study develops an improved understanding of the intrinsic and extrinsic motivational factors that influence the sales performance of B2B sellers. Furthermore, it contributes to an increased understanding of how to structure B2B sellers’ motivations in a six-dimensional framework.
Open Access
Commitment in innovation ecosystems: relational pathways to competitive advantage and triple bottom line creation
(Emerald, 2026-08-28) Espinosa Sáez, Daniel; Delgado Ballester, Elena; Munuera Alemán, José Luis; Comercialización e Investigación de Mercados; Facultad de Economía y Empresa
Purpose: This study aims to examine how commitment within innovation ecosystems (IE) contributes to multidimensional value creation from a Triple Bottom Line (TBL) perspective, addressing key gaps in the literature by focusing on relational dynamics and analysing how IE commitment translates into economic, social, and environmental outcomes, as well as the conditions under which these effects are reinforced. Design/methodology/approach: The research is based on a survey of 184 firms involved in collaborative innovation projects within IE. Using validated measurement scales, the study applies covariance-based structural equation modelling (CB-SEM) to test the hypothesized relationships. The model integrates mediation and moderation analyses to examine the role of competitive advantage as a mediating mechanism and organizational interdependence as a moderator. Findings: The results indicate that IE commitment positively affects competitive advantage, which fully mediates the relationship between commitment and TBL value creation. Thus, commitment operates indirectly by enabling firms to develop innovation-related capabilities. Furthermore, organizational interdependence significantly strengthens the effect of commitment on competitive advantage, highlighting its role as a critical contextual factor. Originality/value: This study contributes to the IE literature by broadening the relational dynamics approach to include IE commitment as a central variable. It provides theoretical advances that position firm commitment as a key driver of multidimensional value creation and identifies competitive advantage as the central mechanism linking commitment to outcomes. Moreover, it introduces organizational interdependence as a boundary condition that clarifies when commitment is at its most effective. By integrating Commitment-Trust Theory, the relational view, and the TBL framework, it offers a comprehensive explanation of value creation in IE.
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Determinants of consumer attributions of Corporate Social Responsibility
(Springer, 2015-02-25) Marín Rives, Longinos; Cuestas Díaz, Pedro Jesús; Román Nicolás, Sergio; Comercialización e Investigación de Mercados
Prior research has found attributions to mediate the relationship between the elements of corporate social responsibility (CSR) activities and consumer responses to firms; however, the question of what variables determine consumer attributions of CSR remains partially unaddressed. This article analyzes why consumers make attributions of CSR that are either positive (values-driven or strategic motives), or negative (stakeholder-driven or egoistic motives). The results obtained from two empirical studies (n = 197, n = 222) indicate that company–cause fit, corporate ability, and interpersonal trust have a positive influence on the motives that consumers attribute to CSR, whereas corporate hypocrisy has a negative effect. This research contributes to our understanding of the psychological mechanisms underlying impactful consumer judgments and provides guidance for organizations in responding to such evaluations.
Open Access
Diagnóstico de la imagen marca de las instituciones universitarias en España
(2012-12-12) Hernández Gómez, Francisco; Zamora Medina, Rocío; Comercialización e Investigación de Mercados
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Digitalization process of complex B2B sales processes. Enablers and obstacles
(Elsevier, 2020-08) Svensson, Göran; Mehl, Erik Jens; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
The purpose of this study is to shed light on the extent to which salespeople use technology throughout complex B2B sales processes. The research on technology in society considers specifically which enablers and obstacles are most prominent in driving the digitalization of complex B2B sales processes. This research applies a post-positivism approach based on a qualitative design, using insights from case studies. Data collection is based on an in-depth series of interviews with salespeople in several companies, in order to collect information about the digitalization of complex B2B sales processes. Findings indicate that a complex B2B sales process is not easily digitalized. On the contrary, there are a number of hurdles to overcome. General results reported contextualize the major specific one, while the specific ones focus on enablers and obstacles in complex B2B sales processes. The research aids our understanding of the process of obtaining valid information in this context. It also helps to classify and organize different kinds of analog and digital sources and channels of information. Provides suggestions for further research. This study proposes using a mixed structure in the sales department to obtain benefits of communication technologies and to use what advantages digitalization provides. This may start by dividing digitalization process into functions and after that, using the remaining possibilities, by territory, accounts or products, depending on the company. The study reveals dimensions (indicators and context) and sub-dimensions (organizational, technological, cultural and security issues) of relevance in the digitalization of complex B2B sales process.
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Distribución comercial y comportamiento del consumidor
(Cátedra Fundación Ramón Areces de Distribución Comercial, 2010) Gimeno Arias, Fernando; Hernández Espallardo, Miguel; Álvarez González, Luis Ignacio et al.; Organización de Empresas y Finanzas, ; Comercialización e Investigación de Mercados; Vázquez Casielles, Rodolfo; Trespalacios Gutiérrez, Juan A. ; Estrada Alonso, Eduardo; González Mieres, Celina; Facultades de la UMU::Facultad de Economía y Empresa
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Does it matter who gets a better price? Antecedents and consequences of online price unfairness for advantaged and disadvantaged consumers
(Elsevier, 2021) Cuestas Díaz, Pedro Jesús; Pascual del Riquelme Martínez, María Isabel; Román Nicolás, Sergio; Comercialización e Investigación de Mercados
This study examines the moderating role of price inequalities in the antecedents and consequences of perceived price unfairness. We test a moderated mediation model on a sample of 994 consumers exposed to a hotel booking scenario either with an advantaged price (n = 496) or a disadvantaged one (n = 498). Our results show that the mechanisms through which perceived price unfairness is formed and its influence on price satisfaction and WOM significantly differ based on price inequalities. Furthermore, these findings highlight the importance of managing the potential negative consequences of unfair pricing not only for disadvantaged consumers, but also for advantaged ones
Open Access
Does it matter who gets a better price? Antecedents and consequences of online price unfairness for advantaged and disadvantaged consumers
(Elsevier, 2021-10-25) Pascual del Riquelme Martínez, María Isabel; Román Nicolás, Sergio; Cuestas Díaz, Pedro Jesús; Comercialización e Investigación de Mercados; Facultad de Economía y Empresa
This study examines the moderating role of price inequalities in the antecedents and consequences of perceived price unfairness. We test a moderated mediation model on a sample of 994 consumers exposed to a hotel booking scenario either with an advantaged price (n = 496) or a disadvantaged one (n = 498). Our results show that the mechanisms through which perceived price unfairness is formed and its influence on price satisfaction and WOM significantly differ based on price inequalities. Furthermore, these findings highlight the importance of managing the potential negative consequences of unfair pricing not only for disadvantaged consumers, but also for advantaged ones.
Open Access
Effects of Collaborative Communication on NPD Collaboration Results: Two Routes of Influence
(Wiley, 2017-04-19) Pemartín González-Adalid, María; Rodríguez-Escudero, Ana I.; Munuera Alemán, José Luis; Comercialización e Investigación de Mercados
Although NPD collaboration with external partners has become the next generation in NPD practice, the discussion concerning how to organize collaboration so as to obtain better results is far from over. Since communication is the most important element in successful interfirm exchange, this study focuses on the impact of collaborative communication and its facets—frequency, formality, reciprocal feedback, and rationality—on NPD collaboration results. In order to explain how collaborative communication can best be managed to enhance NPD collaboration results, this research combines the relational and resource-based views, proposing the existence of two routes of influence: the direct resource-based route and the indirect relational route mediated by trust. Using a sample of 207 NPD collaboration projects of innovative firms, empirical findings indicate that reciprocal feedback–rationality and frequency play an important role in product quality and adherence to budget and schedule, respectively, even without trust. Moreover, the trust between partners substantially reinforces the positive influence of reciprocal feedback–rationality on NPD collaboration results and makes the effect of formality significant. Therefore, the two alternative routes are confirmed as important paths to new product success, which provides relevant managerial implications.
Open Access
Enterprise resource planning and business model innovation: process, evolution and outcome
(Emerald, 2020-06-15) Molina Castillo, Francisco José; Svensson, Göran; Rodríguez Herrera, Rocío; Comercialización e Investigación de Mercados
Purpose The purpose of this paper is to focus on the implementation process of enterprise resource planning (ERP), the evolution of business model innovation (BMI) and the organizational outcome. This research analyses how ERP and BMI are related and, in turn, what is the final the impact on organizational performance. Design/methodology/approach The sample consisted on 104 organizations from different industries, all of which used an ERP software. A structural equation model was used to test the six hypotheses. Findings The results indicate that the BMI constructs considered (i.e. value-generation and organizational complexity) mediate the impact of the ERP constructs (organizational adaptation and organizational resistance), in organizational performance. Successful ERP implementation is not an end itself for this companies, but merely a path and a process for improving the business model with the aim improving performance in the marketplace. Research limitations/implications This study offers a new outlook on how a company should leverage the ERP adaptation, and any resistance in the organization to innovating in the business model. This study is rooted in the evolutionary perspective of BMI, but it also integrates into an overall model other points of view such as the rational positioning view and cognitive view. Practical implications Organizations must understand the ERP flows in depth, each ERP flow is the work result of a multitude of companies over several years. All departments, and in particular the research and development department must participate actively in the ERP implementation. Organised complexity means opportunities for success in the market. Organizations must train their departments in ERP and not just teach them how the ERP works. ERP implementation needs consider improvements to the business model and ultimately the performance, but not separately. Originality/value BMI has received contributions from several domains such as entrepreneurship, management organization and strategic management among others. Nonetheless, the role of ERP in BMI is far from being understood and the few contributions focus only on technology per se. To the best of our knowledge this is the first study that has explored the connections of ERP and BMI and in turn the final outcome in organizational performance.
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Estrategias de distribución y comportamiento de compra multicanal: tendencias y oportunidades para que fabricante y distribuidor rentabilicen sus decisiones de marketing
(Cátedra Fundación Ramón Areces de Distribución Comercial, 2013) Gimeno Arias, Fernando; Hernández Espallardo, Miguel; Monge, Esther et al.; Organización de Empresas y Finanzas, ; Comercialización e Investigación de Mercados; Vázquez Casielles, Rodolfo; Trespalacios Gutiérrez, Juan A. ; Estrada Alonso, Eduardo; González Mieres, Celina; Facultades de la UMU::Facultad de Economía y Empresa
Open Access
Evaluación de la sostenibilización curricular: utilidad, satisfacción y recomendación en la educación superior
(Dykinson, 2024) Alarcón del Amo, María del Carmen; Cuestas Díaz, Pedro Jesús; López López, Inés; Pascual del Riquelme Martínez, María Isabel; Comercialización e Investigación de Mercados; Albort Morant, Gema; Oliver Alfonso, María Dolores
Open Access
Exploring innovativeness, need for uniqueness and brand tiers in the sharing economy
(Emerald Publishing Limited, 2024-06-17) Espinosa Sáez, Daniel; Delgado Ballester, Elena; Munuera Alemán, José Luis; Comercialización e Investigación de Mercados
Purpose – In a context where the sharing economy (SE) plays an important role in the transformation of today’s business landscape, profoundly changing the behavior of consumers and many established companies, some companies have begun to adapt to SE by incorporating its value propositions into their business models. Therefore, the purpose of this paper is to study the role of consumer innovativeness, brand levels and the need for uniqueness on the way to attitudes and intentions to participate in SE. Design/methodology/approach – This study collected the data through an online user survey, achieving a total sample of 717. The data were first analyzed using structural equation modeling and then combined with the use of the PROCESS macro. Findings – The findings provide empirical evidence of the antecedents of consumer innovativeness in a SE context and its role in explaining consumer attitudes and intentions to participate in non-ownership consumption. Furthermore, they also demonstrate that brand tiers and the need for uniqueness moderate the relationship between intentions and participation. Originality/value – The results of this study contribute to the theoretical development of the SE by presenting the first conceptual model that considers including the brand tiers effect and connects it to two leading theories on consumer behavior (diffusion of innovations theory and uniqueness theory). In addition, the study’s findings provide valuable insights for sharing platforms and traditional companies that choose to participate in the collaborative economy.
Embargo
Exploring marketing control mechanisms from a strategy perspective
(Emerald Publishing Limited, 2022-05) Ortiz-Rendón, Paola Andrea; Montoya, Luz Alexandra; Munuera Alemán, José Luis; Comercialización e Investigación de Mercados
Purpose Management is constantly looking for ways to show how exactly the competitive advantage can be enhanced to achieve the desired results. As such, control mechanisms that are designed to ensure that the desired results are achieved play an important part in the successful implementation of a business strategy, which is why, in this study, the authors analyze how formal and informal control levels are deduced from the marketing decisions that operationalize the organizational strategy. Design/methodology/approach The authors conducted a cross-section survey among 301 marketing managers. To determine which types of strategies are prevalent, the authors performed a hierarchical cluster analysis using the IBM SPSS Statistics 24 software and then constructed an ANOVA table to see whether there are differences in the characteristics of the different clusters. To determine the configuration of marketing control across strategy typologies, the authors conducted a mean difference test, aligning marketing control mechanisms with the strategies under study, significantly changing the intensity levels from one to another. Findings It is worth emphasizing that higher levels of control are related to prospector strategic business units (SBUs) and that informal control was significantly more prevalent than formal control for all the strategy typologies the authors' studied. Originality/value This research provides empirical evidence to gain a better understanding of the role marketing decisions play on formal and informal control mechanisms.