Cultura innovadora y competitividad en las empresas de servicios intensivos en conocimientoel papel mediador de la cultura co-creadora

  1. Santos Vijande, María Leticia
  2. López Sánchez, José Ángel
  3. González Mieres, Celina
Revue:
Economía industrial

ISSN: 0422-2784

Année de publication: 2012

Titre de la publication: Las industrias del mar

Número: 386

Pages: 159-172

Type: Article

DIALNET GOOGLE SCHOLAR lock_openAccès ouvert editor

D'autres publications dans: Economía industrial

Résumé

This research investigates the relationship between innovative culture and performance among knowledge-intensive business services (KIBS). Performance indicators include customer-related outcomes and market and financial results relative to competition. To provide insight into how innovativeness contributes to sustaining a KIBS� competitiveness, the mediating role of the predisposition to involve customers and front-line employees in new service development is also considered. In accordance with the objectives of the research, and from an extensive review of the literature, the conceptual model proposed is tested on a sample of 154 Spanish KIBS using structural equation modelling. Results show that KIBS� appraisal of customers� and front-line employees� participation in new service co-creation is strongly determined by the firm�s innovative culture.

Références bibliographiques

  • ALAM, I. (2002): An exploratory investigation of user involvement in new service development. Journal of Academy of Marketing Science, vol. 30, nº3), pp. 250–261.
  • ALAM, I. (2005): Removing the fuzziness from the fuzzy front-end of service innovations through customer interactions. Industrial Marketing Management, vol. 35, nº 4, pp. 468–480.
  • ALAM, I. (2006): Service innovation strategy and process: a cross–national comparative analysis. International Marketing Review, vol. 23, nº 3, pp. 234–254.
  • AMARA, N.; LANDRY, R. y TRAORE, N. (2008): Managing the protection of innovations in knowledge-intensive business services. Research Policy, vol. 37, nº 9, pp.1530-1547.
  • ANDERSON, J.C. y GERBING, D.W. (1988): Structural equation modeling in practice: a review and recommended two–step approach. Psychological Bulletin, vol. 103, nº 3, pp. 411-423.
  • ASIÁN, R. (2004): La globalización de los servicios en la economía andaluza. El caso de los servicios avanzados a las empresas. Instituto de Estadística de Andalucía, Consejería de Economía y Hacienda.
  • AVLONITIS, G.J. y GOUNARIS, S.P. (1999): Marketing orientation and its determinants: an empirical analysis. European Journal of Marketing, vol. 33, nº 11/12, pp.1003-1037.
  • BALLANTYNE D.; VAREY, R.J.; FROW, P. y PAYNE, A. (2008): Servicedominant logic and value propositions: Re-examining our mental models, Otago Forum 2 – Academic Papers, New Zealand.
  • BATESON, J. (2002): Consumer performance and quality in services. Managing Service Quality, vol. 12, nº 4, pp. 206-209.
  • BELL, S.J. y MENGUC, B. (2002): The employee-organization relationship, organizational citizenship behaviors, and superior service quality. Journal of Retailing, vol. 78, nº 2), pp.131-46.
  • CAMACHO, J.A. y RODRÍGUEZ, M. (2005): «How Innovative are Services? An Empirical Analysis for Spain», The Service Industries Journal, vol. 25, nº 2, pp. 253-271.
  • CAMPBELL, A.J. y COOPER, R.G. (1999): Do customer partnerships improve new product success rates? Industrial Marketing Management, vol.28, nº 5, pp. 507–519.
  • CARBONELL, P.; RODRÍGUEZ–ESCUDERO, A.I. y PUJARI, D. (2009): Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes. Journal of Product Innovation Management, vol.26, nº5, pp. 536-550.
  • Churchill, G. (1979): A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, nº 16, pp. 64-73.
  • COMMISSION OF THE EUROPEAN COMMUNITIES (2007): A report of the expert group on innovation in services. Fostering Innovation in Services, Brussels, Luxemburg
  • DE BRENTANi, U. y RAGOT, E. (1996): Developing new businessto-business professional services: what factors impact on performance. Industrial Marketing Management, nº 25, pp. 517-530.
  • DE JONG, P.J. y KEMP, R. (2003): Determinants of co–workers’ innovative behaviour: an investigation into knowledge intensive services. International Journal of Innovation Management, vol. 7, nº 2, pp. 189-212.
  • DEN HERTOG, P. (2000): Knowledge–intensive business services as co–producers for innovation. International Journal of Innovation Management, vol. 4, nº 4, pp. 491-528.
  • DESHPANDÉ, R. y FARLEY, J.U. (2004): Organizational culture, market orientation, innovativeness, and firm performance: An international research odyssey. International Journal of Research in Marketing, vol. 21, nº1, pp. 3-22.
  • DEWITT, T. y BRADY, M.K. (2003): Rethinking service recovery strategies: the effect of rapport on consumer responses to service failure, Journal of Service Research, nº 6, pp. 193-207.
  • EUROPEAN MONITORING CENTRE OF CHANGE (EMCC): www. eurofound.europa.eu/emcc. Mayo, 2009.
  • FORNELL, C. y Larker, D.F. (1981): Evaluating structural equation models with unobservable variables and measurement errors. Journal of Marketing Research, nº 18, pp. 39-50.
  • FRAMBACH, R.T., WELS-LIPS, I. y GÜNDLACH, A. (1997): Proactive product services strategies. Industrial Marketing Management, nº 26, pp. 341-352.
  • GARDEAZABAL, J. y UGIDOS, A. (2004): More on identification in detailed wage decompositions. The Review of Economics and Statistics, 86, nº4, pp. 1034-1036.
  • Gerbing, D.W. y Anderson, J.C. (1988): An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of Marketing, nº 55, pp. 1-19.
  • GONZÁLEZ–LÓPEZ, M. (2008): Políticas de innovación y servicios a empresas intensivas en conocimiento. Revista Iberoamericana de Ciencia Tecnología y Sociedad, vol. 10, nº 4, pp. 9-18.
  • GRANT, R. (1991): A resource-based theory of competitive advantage: implications for strategy formulation. California Management Journal, vol. 33, nº 3, pp. 114-135.
  • GRIFFIN, A. (1997): PDMA research on new product development practices: updating trends and benchmarking best practices. Journal of Product Innovation Management, nº 14, pp. 429-458.
  • GRÖNROOS, C. (2008): Service Logic Revisited: Who Creates Value? And Who Co-Creates? European Management Review, vol. 20, nº 4, pp. 298-314.
  • HAIR, J.; ANDERSON, R.; YATHAM, R. y BLACK, W. (1999): Análisis Multivariante, quinta edición, Ed. Prentice Hall, Madrid.
  • HAMEL, G. y PRAHALAD, C.K. (1994): Competing for the future. Boston, MA’ Harvard Business School Press
  • HART, C.; HESKETT, J. y SASSER, W.E. (1990): The profitable art of service recovery. Harvard Business Review, julio-agosto, pp. 148-156.
  • HAUKNES, J. (1998): Services in innovation–innovation in services. SI4S Final Report to the European Commission. Oslo: TSER program, STEP Group.
  • HAYS, J. y HILL, A. (2001): A preliminary investigation of the relationships between employee motivation/vision, service learning, and perceived service quality. Journal of Operations Management, vol. 19, nº 3, pp. 335-349.
  • HENNESTAD, B.W. (1999): Infusing the organisation with customer knowledge, Scandinavian Journal of Management, vol.15, nº 1, pp. 17–41.
  • HOOLEY, G.J.; GREENLEY, G.E.; CADOGAN, J.W. y FAHY, J. (2005): The performance impact of marketing resources. Journal of Business Research, nº 58, pp.18-27.
  • HULT, G.T.; HURLEY, R.F. y KNIGHT, G.A. (2004): Innovativeness: Its Antecedents and Impact on Business Performance. Industrial Marketing Management, vol. 33, nº 5, pp. 429-438.
  • HURLEY, R.F. y HULT, G.T. (1998): Innovation, Market Orientation and Organization Learning: An Integration and Empirical Examination. Journal of Marketing, vol. 62, nº 3, pp. 42-54.
  • IANSITI, M. y MACCORMACK, A. (1997): Developing products on Internet time. Harvard Business Review, vol. 75, nº 5, pp. 108-118.
  • JAVALGI, R.R.G.; GROSS, A.C.; JOSEPH, W.B. y Granot, E. (2011): Assessing competitive advantage of emerging markets in knowledge intensive business services. Journal of Business & Industrial Marketing, vol. 26, nº 3, pp. 171-180.
  • JAYASIMHA, K.R.; NARGUNDKAR, R. y Murugaiah, V. (2007): New service development (NSD): Role of customer contact executives, Vision – The Journal of Business Perspective, vol. 11, nº 2, pp. 1-6.
  • KRAFT, K. (1990): Are Product and Process Innovations Independent of each other? Applied Economics, vol. 22, nº 8, pp. 1029-1038.
  • KUMAR, V.; AKSOY, L.; DONKERS, B.; WIESEL, T.; VENKATESAN, R. y Tillmanns, S. (2010): Undervalued or overvalued customers: capturing total customer engagement value. Journal of Service Research, vol. 13, nº agosto, pp. 297-310.
  • LARSEN, J. (2000): Supplier–user interaction in knowledge–in- tensive business services: types of expertise and modes of organization, in Boden, M.; Miles, I. Editors, Services and the knowledgebased economy, London and New York: Continuum.
  • LEE, S.K. y YU, K. (2004): Corporate culture and organizational performance, Journal of Managerial Psychology, vol. 19, nº 4, pp. 340- 359.
  • LEIPONEN, A. (2006): Managing knowledge for innovation: The case of business–to–business services. Journal of Product Innovation Management, nº 23, pp. 238-258.
  • LIN, C-H.; PEN, C-H. y KAO, D.T. (2008): The innovativeness effect of market orientation and learning orientation on business performance. International Journal of Manpower, vol. 29, nº 8, pp. 752-772.
  • LINGS, I. (2004): Internal market orientation: constructs and consequences. Journal of Business Research, vol. 57, nº 4, pp. 405-413.
  • LIU, A.H. (2006): Customer value and switching costs in business services: developing exit barriers through strategic value management. Journal of Business & Industrial Marketing, vol. 21, nº 1, pp. 30-37.
  • MAGNUSSON, P.R.; MATTHING, J. y KRISTENSSON, P. (2003): Managing user involvement in service innovation. Journal of Service Research, vol. 6, nº2, pp. 111-124.
  • MATTHING, J.; SANDÉN, B. y Edvardsson, B. (2004): New service development: learning from and with customers. International Journal of Service Industry Management, vol. 15, nº 5, pp. 479-498.
  • MENGUC, B. y AUH, S. (2006): Creating a firm–level dynamic capability through capitalizing on market orientation and innovativeness. Journal of the Academy of Marketing Science, vol. 34, nº 1, pp. 63-73.
  • MENOR L.J. y ROTH A.V. (2007): New service development competence in retail banking: Construct development and measurement validation. Journal of Operations Management, nº 25, pp. 825-846.
  • MILES, I. (2005): Knowledge intensive business services: prospects and policies, Foresight, vol. 7, nº 6, pp. 39-63.
  • MILES, I., KASTRINOS, N., BILDERBEEK, R., DEN HERTOG, P.; FLANAGAN, K.; HUNTINK, W. y Bouman, M. (1995): Knowledge –intensive business services: their role as users, carriers and sources of innovation, Report to the EC DG XIII, Luxembourg: Sprint EIMS Programme.
  • MIOZZO, M. y GRIMSHAW, D. (2005): Modularity and innovation in knowledge intensive business services: IT outsourcing in Germany and the UK. Research Policy, vol. 34, nº 9, pp. 1419-1439.
  • MULLER, E. (2001): Innovation interactions between knowledge–intensive business services and small and medium–sized enterprises. Heidelberg, New York; Physica–Verlag.
  • MULLER, E. y DOLOREUX, D. (2009): What we should know about knowledge–intensive business services. Technology in Society, nº 31, pp. 64-72.
  • MULLER, E. y ZENKER, A. (2001): Business services as actors of knowledge transformation: the role of KIBS in regional and national innovation systems. Research Policy, nº 30, pp. 1501-1516.
  • MURRAY, J.Y.; KOTABE, M. y WESTJOHN, S.A. (2009): Global Sourcing Strategy and Performance of Knowledge-Intensive Business Services: A Two-Stage Strategic Fit Model. Journal of International Marketing, vol. 17, nº 4, pp. 90-105.
  • NÄTTI, S. y OJASALO, J. (2008): Loose coupling as an inhibitor of internal customer knowledge transfer: findings from an empirical study in B-to-B professional services. Journal of Business & Industrial Marketing, vol. 23, nº 3, pp. pp. 213-223.
  • O’CASS A. y NGO L.V. (2007): Market orientation versus innovative culture: two routes to superior brand performance. European Journal of Marketing, vol. 41, nº 7/8, pp. 868–887.
  • OCDE (2005) (3ª ed., pp. Oslo Manual. Guidelines for Collecting and Interpreting Innovation Data, Paris: OECD y EUROSTAT / European Commission.
  • Ottenbacher, M.; Gnoth, J. y Jones, P. (2006): Identifying determinants of success in development of new high–contact services. Internationa Journal of Service Industry Management, vol. 17, nº 4, pp. 344-363.
  • PAYNE, A.F.; STORBACKA, K. y FROW, P. (2008): Managing the co-creation of value. Journal of the Academy of Marketing Science, nº 36, pp. 83-96.
  • PRAHALAD, C.K. y RAMASWAMY, V. (2000): Co-opting customer competence. Harvard Business Review, vol. 78, nº 1, pp. 79-87.
  • RAMASWAMY, V. (2009): Leading the transformation to co-creation of value. Strategy & Leadership, vol. 37, nº 2, pp. 32-37.
  • SCHEIN, E. (1985): Organizational Culture and Leadership, Jossey-Bass, San Francisco, CA.
  • SHARPLEY R. y FORSTER G. (2003): The implications of hotel employee attitudes for the development of quality tourism: the case of Cyprus. Tourism Management, vol. 24, nº 6, pp. 687-697.
  • SIMONSON, I. (1993): Get closer to your customers by understanding how they make choices. California Management Review, vol. 35, nº 4, pp. 68-84.
  • STEENKAMP, J.B. y TRIP, H. (1991): The use of LISREL in validating marketing constructs. International Journal of Research in Marketing, nº 8, pp. 283–299.
  • STEVENS, E. y DIMITRIADIS, S. (2004): New service development through the lens of organizational learning evidence from longitudinal case studies. Journal of Business Research, nº 57, pp. 1074- 1084.
  • STOREY, C., y EASINGWOOD, C.J. (1999): Types of new product performance: Evidence from the consumer financial service sector. Journal of Business Research, nº 46, pp. 193-203.
  • THEOHARAKIS, V. y HOOLEY, G.J. (2003): Organizational resources enabling service responsiveness: Evidence from Greece. Industrial Marketing Management, nº 32, pp. 695-702.
  • THEOHARAKIS, V. y HOOLEY, G.J. (2008): Customer orientation and innovativeness: Differing roles in New and Old Europe. International Journal of Research in Marketing, nº 25, pp. 69-79.
  • THORPE, E.R. y MORGAN, R.E. (2007): In pursuit of the ideal approach to successful marketing strategy implementation. European Journal of Marketing, vol. 41, nº 5/6, pp. 659-677.
  • TIPPINS, M.J. y SOHI, R.S. (2003): It competency and firm performance: Is organizational learning a missing link? Strategic Management Journal, vol. 4, nº 8, pp. 745-761.
  • ULWICK, A. W. (2002): Turn customer input into innovation, Harvard Business Review, vol. 80, nº1, pp. 91-97.
  • UMASHANKAR, N., SRINIVASAN, R. y HINDMAN, D. (2011): Developing customer service innovations for service employees: the effects of NSD characteristics on internal innovation magnitude. Journal of Service Research, vol. 14, nº 2, pp.164-179.
  • VAN DOORN, J.; LEMON, K.N; MITTAL, V; NAB, S; PICK, D; PIRNER, P. y VERHOEF, P. (2010): Customer engagement behaviour: Theoretical foundations and research directions. Journal of Service Research. vol. 13, nº3, pp. 253-266.
  • VORHIES, D.W. y MORGAN, N.A. (2005): Benchmarking marketing capabilities for sustainable competitive advantage. Journal of Marketing, nº 69, pp. 80-94.
  • WEBSTER, C. (1990): Toward the measurement of the marketing culture of a service firm. Journal of Business Research, nº 21, pp. 345-362.
  • WEERAWARDENA, J.; O’CASS, A. y JULIAN, C. (2006): Does industry matter? Examining the role of industry structure and organizational learning in innovation and brand performance. Journal of Business Research, vol. 59, nº 1, pp. 37-45.
  • WIKSTRÖM, S. (1995): The customer as a co–producer. European Journal of Marketing, vol. 30, nº4, pp. 6–19.
  • WONG, P. y HE, Z. (2005): A comparative study of innovation behavior in Singapore’s KIBS and manufacturing firms. The Services Industries Journal, vol. 25, nº 1, pp. 23-42.
  • ZAHAY, D. y GRIFFIN, A. (2004): Customer learning processes, strategy selection and performance in business–to–business service firms. Decision Sciences, vol. 35, nº 2, pp. 169-203.
La source de données: Dialnet