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Repository of the University of Hasselt containing publications in the fields of statistics, computer science, information strategies and material from the Institute for behavioural sciences.

Marketing & Strategy

Mostrando recursos 1 - 20 de 133

  1. Surfing the New Wave of Open Innovation Research

    Vanhaverbeke, Wim; West, Joel; Chesbrough, Henry

  2. Exploring Open Innovation at the Level of R&D Projects

    Vanhaverbeke, Wim; Du, Jingshu; Leten, Bart; Aalders, Ferrie

  3. A Classification of Open Innovation and Open Business Models

    Vanhaverbeke, Wim; Chesbrough, Henry

  4. New Frontiers in Open Innovation

    Companies have to innovate to stay competitive, and they have to collaborate with other organizations to innovate effectively. Although the benefits of "open innovation" have been described in detail before, mechanisms underlying how companies can be successful "open innovators" have not be understood well. A growing community of innovation management researchers started to develop different frameworks to understand open innovation in a more systematic way. This book provides a thorough examination of research conducted to date on open innovation, as well as a comprehensive overview of what will be the most important, most promising and most relevant research topics in...

  5. Sanus-Ace: Negotiating a Memorandum of Understanding in external corporate venturing. Teaching Note

    Vanhaverbeke, Wim

  6. Sanus-Ace: Negotiating a Memorandum of Understanding in external corporate venturing.

    This negotiation case describes a situation in which an investment manager of a large chemical company (ACE) has to decide about a corporate venturing investment in a small high-tech start-up (Sanus). To win board approval for this investment, an ACE business unit (in this case, ACE Food Specialties) must write a letter of commitment. The investment manager of ACE Venturing cannot invest in the start-up without a MoU between the start-up and the business unit of ACE. This case provides the required information for a negotiation between the investment manager, the business unit manager, and the start-up???s CEO. During the...

  7. Open Innovation through R&D partnerships: Implementation challenges and routes to success

    Roijakkers, Nadine; Bell, John; Fok, Jaco; Vanhaverbeke, Wim
    The purpose of this chapter is to describe some of the implementation challenges related to practicing open innovation (OI) through R&D partnerships with different types of partners and ways for companies to successfully deal with these challenges internally. OI has been a hot item in both academic publications and the popular literature in the past decade. Several authors have described the open innovation activities of firms and have delineated various OI options, such as R&D partnerships, technology licensing, corporate venturing, and so forth, and the effects these actions have on the innovative performance of mainly large companies (Chesbrough, 2003; Chesbrough,...

  8. Getting help from infomediaries-what can innovators do to increase value in external knowledge searches

    Roijakkers, Nadine; Zynga, Andy; Bishop, Caroline
    This chapter aims to show what actions innovating companies can take to increase value when they make use of intermediated OI services in differ- ent phases of their external knowledge searching and hence improve their chances of ultimately establishing a successful tech-transfer agreement with a solution provider.

  9. When Research Meets Development: Antecedents and Implications of Transfer Speed

    DU, Jingshu; Leten, Bart; VANHAVERBEKE, Wim; Lopez-Vega, Henry
    This paper focuses on the organization of new product development in large, R&D-intensive firms. In these firms, research and development activities are often separated. Research is conducted in dedicated research projects at specialized research labs. Once research results are achieved by research projects, they are transferred to business units for further development and commercialization. We investigate the speed whereby research projects transfer their first research results to business units (hereafter: transfer speed). In particular, we analyze the antecedents and performance implications of transfer speed. Based on data of 503 research projects from a European R&D intensive manufacturing firm, our results...

  10. Assessing the value of commonly used methods for measuring customer value: a multi-setting empirical study

    LEROI-WERELDS, Sara; STREUKENS, Sandra; Brady, Michael K.; SWINNEN, Gilbert
    Despite the importance of customer value, considerable divergence of opinion exists on how to adequately conceptualize and measure this construct. In this study, four commonly used methods for measuring customer value (i.e., the methods proposed by Dodds et al. (1991), Gale (1994), Holbrook (1999) and Woodruff and Gardial (1996)) are compared. First and foremost, the psychometric properties of the different methods are evaluated. Next, the authors compare the predictive ability of the different methods with respect to key outcome variables (i.e., satisfaction, word of mouth, repurchase intention). Finally, the methods are compared based on their relative practicality and actionability. The...

  11. Tasting the smell: Effects of ambient scent on scent experts' evaluations of (in)congruent food products

    Adams, Carmen; Doucé, Lieve; Janssens, Wim; Vanrie, Jan; Petermans, Ann
    This research studies the effect of scent expertise (laymen vs. novice experts vs. experts) on product and taste evaluations of three products that are (in)congruent with an ambient scent and examines whether this effect is mediated by these groups' awareness of scents in their environment and by how well they are able to identify different scents. Results show that novice experts and experts evaluate an incongruent product less positively than laymen. Laymen score lower than novice experts and experts on odor identification, and lower than experts on odor awareness but not lower than novice experts. The differences in the evaluation...

  12. Technology-supported client centered rehabilitation: Do patients use technologies and which skills do patients with neck pain prefer to train on?

    TIMMERMANS, Annick; HAESEN, Mieke; WILLEMS, Kim; CLAES, Guido; Olivieri, Enzo; Cuyvers, Bert; Verbrugghe, Jonas; CONINX, Karin
    Aim: The aim of this investigation is to inventorize training preferences and motives for motor rehabilitation of patients with neck pain. This knowledge is paramount in order to develop client-centered training for technology supported rehabilitation. Technology supported rehabilitation offers opportunities for increasing exercise variability during rehabilitation and may support patients to be compliant with home exercise regimes. The second aim of this study is to evaluate to which extent patients with neck pain are familiar with the use of technologies. Methods: Semi-structured interviews were conducted based on the Neck Disability Index (NDI) according to a method by Timmermans et al (Disability and...

  13. Influencing consumer reactions towards a tidy versus a messy store using pleasant ambient scents

    Douce, Lieve; Janssens, Wim; Swinnen, Gilbert; Van Cleempoel, Koenraad
    Although retailers know that consumers do not like cluttered stores, messy layouts are sometimes inevitable. This research examines whether diffusing pleasant scents can overcome consumers' negative response to a messy store. Specifically, this study investigates the effect of pleasant scents (un)related to neatness on consumer evaluations of a tidy versus a messy store. An experiment with 198 respondents revealed that a pleasant scent not associated with neatness functions as a positively valenced prime, causing consumers to evaluate the products in the tidy store more positively than the products in the messy store. Additionally, when diffused in a messy store, a...

  14. A marketing view of the customer value: Customer lifetime value and customer equity

    Estrella-Ramon, A. M.; Sanchez-Perez, M.; SWINNEN, Gilbert; VANHOOF, Koen
    Throughout this research the customer valuation trend in marketing is going to be reviewed, emphasizing Customer Lifetime Value and Customer Equity measures. The main theoretical contributions in the development and evolution of the Customer Lifetime Value concept are analysed. Customer Lifetime Value is also differentiated from Customer Equity and Customer Profitability analysis to estimate customer value in terms of firm profitability. Customer Lifetime Value and Customer Equity concepts are formally defined. Additionally, a classification of a set of published researches into Customer Lifetime Value and/or Customer Equity is developed. This classification has been posited according to several criteria that serves...

  15. Open innovation: The next decade

    West, Joel; Salter, Ammon; VANHAVERBEKE, Wim; Chesbrough, Henry
    We review the contribution and evolution of open innovation since the publication of Chesbrough's 2003 Open Innovation book, and suggest likely directions going forward. We link the articles of this special issue to three key trends in open innovation research: better measurement, resolving the role of appropriability and linking that research to the management and economics literature. From this, we identify other trends and suggest opportunities for future research. (C) 2014 Published by Elsevier B.V.

  16. Managing open innovation projects with science-based and market-based partners

    DU, Jingshu; Leten, Bart; VANHAVERBEKE, Wim
    This paper examines the relationship between (outside-in) open innovation and the financial performance of R&D projects, drawing on a unique dataset that contains information on the open innovation practices, management and performance of 489 R&D projects of a large European multinational firm. We introduce two types of open innovation partnerships - science-based and market-based partnerships and examine their relationships with project financial performance. In addition, we investigate whether the open innovation project performance relationships are influenced by the way how R&D projects are managed. Our results show that R&D projects with open innovation partnerships are associated with a better financial...

  17. Assessing the effect of store environment dimensions on customer irritation: a multi-setting empirical study

    Demoulin, Nathalie; WILLEMS, Kim; SWINNEN, Gilbert
    Most previous studies on store atmospherics have focused on their impact on positive emotional customer responses. However, less pleasurable shopping experiences may also generate negative affective responses. This research investigates the effect of shopping environment on customers??? irritation level and satisfaction across three retail sectors varying in terms of involvement and shopping motives. Our results demonstrate that design and social aspects of the store are the most irritating. Customers??? irritation decreases their satisfaction. However, these effects depend on involvement and shopping motives.

  18. Which Dimensions of the Store Environment Irritate Customers? Evidence from three Retail Settings

    Demoulin, Nathalie; WILLEMS, Kim; SWINNEN, Gilbert

  19. Servic-escape! A cross-sectorial study on environmental shopping irritations

    Demoulin, Nathalie; WILLEMS, Kim; Swinnen, Gilbert
    Most of previous studies focus on the effect of customers’ shopping experience on their positive emotional responses. However, some less pleasurable shopping experiences may also generate negative affective responses such as irritation. This research investigates the effect of shopping environment on customers’ level of irritation and customers’ satisfaction across three retail sectors. We survey customers after a shopping experience in either a grocery- (n = 150), a fashion- (n = 183), or an electrical appliances retail stores (n = 156). Our results demonstrate that design and social aspects of the store are the most irritating. Customers’ irritation decreases their satisfaction....

  20. Bargain effectiveness in differentiated store environments: When a good deal goes bad

    Douce, Lieve; Willems, Kim; Janssens, Wim
    Differentiation is necessary to survive in today’s homogeneous retail landscape. One way to differentiate is by making use of store atmospherics. However, other marketing tools such as offering a bargain might conflict with this store differentiation strategy. In study 1, an experimental consumer lab survey (n = 50) confirms that store environment differentiation generates positive consumer affect, evaluations and approach behaviour. In study 2, a 2x2 between-subjects lab experiment (n = 121) furthermore demonstrates that in a highly differentiated store the presence of bargains negatively affects consumer reactions, supporting the assumption that bargains do not fit with a premium strategy.

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