Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)

URI permanente para esta comunidadhttps://hdl.handle.net/11441/11100

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Absorptive capacity, relational learning and organizational culture in a knowledge management context: three essays on their influences in the innovation outcomes.
(2014) Leal Rodríguez, Antonio Luis; Roldán Salgueiro, José Luis; Ariza Montes, José Antonio; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Análisis de la creación de valor. Un enfoque de capacidades
(2012-02-07) Martelo-Landroguez, Silvia; Barroso Castro, Carmen; Cepeda-Carrión, Gabriel; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
El mundo de la empresa gira alrededor de la creación de valor, objetivo principal de cualquier estrategia empresarial. Prueba de ello es que la `creación de valor¿ ha supuesto y supone una preocupación notable en múltiples disciplinas académicas, entre las que destaca la dirección estratégica, en general, o la disciplina del marketing, en particular. No obstante, la mayoría de los estudios que se han desarrollado en estas disciplinas han partido de premisas distintas; así, unos han estado más centrados en las propias características de las empresas; y, sin embargo, otros han estado más enfocados en la percepción externa de las actividades empresariales. Pero han sido muy pocas las investigaciones que persiguen aunar estos dos diferentes enfoques para profundizar, detenidamente, sobre este campo de estudio. Crear valor implica un amplio conjunto de decisiones que posibilitan el desarrollo de numerosas investigaciones. Las empresas se enfrentan a un gran abanico de conceptos y relaciones que dibujan un nudo entrelazado que no es fácil de desenredar y comprender. La estrategia empresarial persigue crear valor para la empresa, pero su verdadero interés es apropiarse del máximo valor posible creado. Para ello, las empresas dependen no sólo de sus propios recursos y capacidades organizativas, sino que también están en manos de las percepciones de sus clientes y de su reacción ante la oferta de valor de la empresa frente a la de las empresas competidoras. Todo ello lleva a plantear este estudio sobre la creación de valor desde una doble perspectiva: en primer lugar, incidiendo sobre la visión interna de lo que acontece en la propia empresa para así poder desarrollar una capacidad que le permita crear valor; y en segundo lugar, centrándose en la visión externa de los clientes, ya que son éstos los que determinan la posibilidad y el grado de apropiación de valor por parte de la organización que lo crea y lo pone a disposición del mercado. Planteamos que ambas perspectivas deben integrarse para lograr una comprensión más real de lo que implica la creación de valor. Sobre este conjunto de premisas se desarrolla la presente Tesis Doctoral, que tiene el ambicioso objetivo de aclarar el proceso de `creación de valor¿ unificando la perspectiva de la empresa y de sus clientes. Hasta fechas extremadamente recientes ambas perspectivas se habían estudiado, generalmente, por separado. En el último número de la revista Journal of Management (Septiembre de 2011), número especial dedicado a una revisión sobre la Perspectiva o Teoría de los Recursos y Capacidades, McWilliams y Siegel (2011) señalan que para concretar la definición del concepto de `valor¿ y su medida en el ámbito de la RBV, es necesario analizar dos conceptos de valor independientes: valor para la empresa y valor para el cliente. Esta Tesis Doctoral pretende arrojar algo de luz en este campo de estudio. Para ello, se analizan aquellas capacidades organizativas que facilitan la creación de valor a una organización; profundizando también en su relación con el valor percibido por el cliente. En este sentido, nuestro trabajo pretende contribuir a la literatura intentando identificar las posibles combinaciones entre las tres capacidades organizativas propuestas ¿orientación al mercado, gestión del conocimiento y gestión de la relación con el cliente¿ cuyo resultado sea la creación de un mayor valor para el cliente. Posteriormente, y con el fin de determinar en qué medida la empresa crea valor, incorporamos la perspectiva exógena de la empresa con la percepción del cliente. Ésta, a su vez, nos permite analizar el grado de apropiación del valor creado por la organización.
El concepto de agilidad organizativa como capacidad dinámica: estudio de variables antecedentes y efectos sobre el rendimiento organizativo
(2020-12-01) Felipe Llanos, Carmen María; Roldán Salgueiro, José Luis; Leal Rodríguez, Antonio Luis; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
En entornos competitivos caracterizados por una alta turbulencia e incertidumbre, el concepto de agilidad organizativa se apunta como uno de los factores clave para conducir a la supervivencia y al éxito de las empresas. La agilidad organizativa puede definirse como la capacidad de una organización para percibir los cambios del entorno y responder a los mismos eficaz y eficientemente, tanto de forma reactiva como proactiva. Este concepto ha sido objeto de la investigación académica desde mediados de los 90. En los últimos años, el tratamiento más profuso se realiza desde el ámbito de los sistemas de información, analizando la influencia que estos y sus capacidades asociadas ejercen sobre la agilidad en las organizaciones. Sin negar la importancia rotunda que los sistemas de información tienen en la empresa del siglo XXI, este predominio de un enfoque tecnológico ha desplazado del foco de la investigación a otras capacidades y factores organizativos y contextuales que también pueden impulsar comportamientos ágiles en las organizaciones. Conocer cuáles son estos factores y, sobre todo, la forma en que se relacionan tanto con los sistemas de información como con la agilidad organizativa resulta imprescindible para entender los mecanismos subyacentes que facilitan la adaptación de las empresas a ambientes hostiles y la consecución de ventajas competitivas sostenibles. El marco que mejor se adecúa al estudio de esta nueva realidad de la competencia empresarial es el de las capacidades dinámicas, que se definen como aquellas que permiten integrar, construir y reconfigurar los procesos y recursos de las organizaciones, con el fin de originar respuestas rápidas a los entornos cambiantes. Esta obra, apoyándose en la literatura previa, concibe la agilidad organizativa como una capacidad dinámica. Además, con el sustento de la perspectiva de las capacidades facilitadas por las tecnologías de la información, la agilidad organizativa se configura como una capacidad dinámica de orden superior a través de la cual las capacidades de sistemas de información aportan valor a la organización, impactando en sus resultados. El compendio de artículos científicos que encierra esta tesis ofrece una serie de modelos conceptuales (redes nomológicas) que dibujan una compleja red de relaciones entre variables. Así, se estudia la relación de la agilidad y otras capacidades organizativas que pueden ser consideradas como sus antecedentes, las capacidades de sistemas de información y la capacidad de absorción, el papel de los valores culturales como impulsores de la agilidad, y el efecto que la intensidad tecnológica de la industria tiene sobre este conjunto de relaciones. Como fin último, se analiza cómo la propia agilidad organizativa influye en el impacto que las capacidades de los sistemas de información tienen en los resultados de la empresa. Todos los modelos y las relaciones propuestas son comprobados de forma empírica a través de estudios cuantitativos, utilizando para ello datos primarios procedentes de 172 empresas españolas de sectores de tecnología alta y media-alta. Los entornos en que se mueven estas empresas constituyen el escenario óptimo para el estudio de una capacidad dinámica como la agilidad organizativa. De forma muy resumida, los resultados señalan que existe una relación directa y positiva entre las capacidades de sistemas de información y la agilidad organizativa, pero que esta relación se encuentra mediada parcialmente por la capacidad de absorción. Además, la presencia de valores de una cultura jerárquica en la organización modera negativamente los efectos positivos que la capacidad de absorción tiene en la agilidad. Por otra parte, se ha podido concluir que la presencia de valores correspondientes a culturas adhocrática, de clan y jerárquica actúan como impulsores de la agilidad organizativa, y estas relaciones no son contingentes a los niveles de intensidad tecnológica alto y medio-alto. Finalmente, esta tesis ha demostrado que la relación entre las capacidades de sistemas de información y los resultados de la empresa está completamente mediada por la agilidad organizativa, siendo las dimensiones de agilidad con los socios y con los clientes las más relevantes a la hora de contribuir positivamente al resultado. Además, esta mediación se mantiene significativa independientemente de que el sector analizado sea de alta o media-alta tecnología. Por el contrario, el impacto de las capacidades de sistemas de información sobre la agilidad organizativa sí es mayor en los sectores de alta tecnología que en los de media-alta. Este trabajo se encuentra entre los escasos estudios empíricos que han pretendido aclarar los vínculos entre esta serie de variables y su encaje con los diferentes enfoques teóricos existentes.
Knowledge management and dynamic capabilities: four essays on their relationship and influence on green innovation performance.
(2017-07-05) Albort-Morant, Gema; Cepeda-Carrión, Gabriel; Henseler, Jörg; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
The environmental impact has become a growing global concern in the current economic and social spheres, including consumers, companies, politicians and organizations of various kinds. Therefore, to survive within the current situation, marked by highly dynamic, volatile and hyper-competitive scenarios, companies should adopt strategies aimed at encouraging sustainability and innovation. The growing social concern and regulatory environment is significantly contributing to the development of green innovation strategies by a large number of companies, which is allowing them to ensure their long-term survival and to increase performance (LaForet, 2009). Companies must therefore make an effort to keep up-to-date of changes, fluctuations and trends emerging in the market gradually. This implies to be oriented to the demands of their main customers and stakeholders, developing a strategy of orientation toward sustainability and green innovation. The increasing demands of society in environmental matters is forcing companies to integrate sustainability issues into its regular activity so that the company achieve its social, environmental and economic objectives. There are two main driving forces that promote environmental management (Chen, 2008): (i) the international set of rules and regulations concerning the protection of the environment, and (ii) the ecological awareness of consumers (Chen, Lai and Wen, 2006). Anyone that are the objectives that lead companies to carry out environmental management, the integration of environmental sustainability issues in business strategy and the ecological orientation of the innovation process is becoming a strategic opportunity for firms (Porter & Reinhardt, 2007). Therefore, as indicated by several studies, environmental management and green practices are closely linked to business innovation (Aragón-Correa, 1998; Perez-Valls et al, 2015). In this sense, those companies that are pioneers in the generation of strategies of green innovation will be able to maintain competitive advantages. Therefore, the success of green innovation performance (GIP) helps companies to achieve greater efficiency, as well as to establish and strengthen their core competencies and to improve their green image. Consequently, all this will allow businesses to achieve superior performance and greater profitability (Chen, 2008). The literature focused on the study of organizational capabilities highlights dynamic capabilities approach (DC) as a valuable source of generation of sustainable competitive advantages, and as a key component for access, the achievement and development of new knowledge to improve innovation outcomes. Several authors have defined dynamic capabilities as a set of processes that are necessary for the reconfiguration of the routines and resources of a company (Cepeda and Vera, 2007). In addition, the latest literature in the field of knowledge management highlights the concepts of relationship learning (RL), absorptive capacity (ACAP) and knowledge base (KB), as fundamental drivers of firm innovativeness and performance. Therefore, the main objective of this thesis is to try to understand in depth the concept of green innovation performance, as well as to ascertain the impact exerted by the distinct drivers of green innovation –dynamic capabilities, knowledge base, relationship learning and absorptive capacity–. Accordingly, we focus our study with the target of answering the following research questions, which we will group into four blocks: Question 1: What are the conceptual roots of the green innovation variable? Question 2: To what extent do the existing internal capabilities of firms and their interaction with external knowledge sources —relationship learning enhancement —affect the level of green innovation performance? Question 3: How does the presence of relationship learning actually affect the link between a firm’s knowledge base and green innovation performance? Question 4: How does a firm’s potential absorptive capacity influence realized absorptive capacity? How does a firm’s potential absorptive capacity influence the creation of green innovation through processes and products? How does a firm’s realized absorptive capacity influence the creation of green innovation through processes and products? Within the introduction and development of the four main chapters, together with the theoretical background gathered in Chapter 2, we have proposed to respond to the key research questions and to empirically test the relations postulated. The first research question is dealt with in Chapter 3. The second question is considered in Chapter 4. Chapter 5 assesses the third research question. Lastly, Chapter 6 evaluates the fourth research question. The first conclusion of this thesis is that the companies’ base of resources and capabilities is essential for the development of green innovations, since it allows them to obtain a competitive advantage in dynamic and turbulent environments. Organizations are different from each other. For this reason, companies have to work hard to acquire and develop the combination of resources and capabilities that allow them to adapt to the environmental needs identified in the market and society in general, and acquire a favorable position in relation to their competitors. In this vein, the most valuable resource within companies these days is its knowledge base. A firm’s knowledge base establishes the possibility and ability to understand and employ novel knowledge for problem solving, decision making or innovations development (Ahuja and Katila, 2001). For this reason, companies should have a deep and broad knowledge base, since it enables its preparation for catalyzing new ideas that might lead to launching innovative products and services successfully. However, it is necessary for companies to develop and keep absorptive capacity to improve their outcomes and spread competitive advantages, given that this absorptive capacity can strengthen, reorient or supplement the previous organizational knowledge base, as well as interpret and exploit the new knowledge acquired. In addition, dynamic capabilities allow firms to develop particularly unique, reliable and satisfactory combinations of internal and external resources that may lead to creating value for the customers and other stakeholders, whose needs are continually evolving. Therefore, green innovation performance requires firms to implement changes on the basis of dynamic capabilities development and effective knowledge absorption and management processes. The second conclusion of this study is the importance of the companies’ creation of relationship learning ties with their stakeholders in order to learn about new environmental requirements and in this way adapt their resources and capabilities to obtain green innovation performance. Relationship learning is a joint activity between the firm and one or more parts –supplier, customer, partner, competitors, etc.–, whose objective is to share information and strenghthen the knowledge base (Leal-Rodríguez et al., 2014). For example, it is important that the companies build and maintain relationship learning mechanisms with their suppliers to negotiate the type of raw material that they need or the packaging design. Consequently, companies should share, combine and integrate information about environmental topics to improve their yields. The last conclusion of the present thesis is that there are not significant differences between green product and process innovation. Green product innovation deals with the introduction of new products or services characterized by waste recycling, energy-saving or reducing the use of polluting resources, whereas green process innovation is connected with the development of production which satisfies the requirements of environmental protection. These two types of innovation are interrelated as developing a green product innovation adapts the processes that operators take into account of the environmental requirements which should be followed. As a result, green process innovations are worked out with the idea of creating eco-friendly products that respect and care for the environment, or modify existing products in a firm’s portfolio with the intention of adapting them to the new needs of the market. The empirical results extracted reveal that potential and realized absorptive capacity are positively linked to both green product and process innovation performance.
Knowledge management processes and organizational learning and unlearning: three works on their relationship and influence on value and perfomance
(2016-06-17) Cepeda Carrión, Ignacio Francisco; Leal Millán, Antonio Genaro; Martelo-Landroguez, Silvia; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Study of the long tail formation within an ewom community. The case of ciao UK
(2017-03-23) Olmedilla Fernández, María; Martínez Torres, María del Rocío; Universidad de Sevilla. Departamento de Administración de Empresas y Comercialización e Investigación de Mercados (Marketing)
Continuous communication among people and ubiquitous online access are fundamental characteristics of online eWOM communities that are facilitating the distribution of a broad range of products and services. eWOM communities have emerged to influence customers directly and create interest with efficacy and flexibility in spite of geographic boundaries (Duan, Gu and Whinston 2008). They provide rich and objective product information that is influencing customers’ decision making (Gu, Tang and Whinston 2013, Kim and Gupta 2009, Zacharia, Moukas and Maes 2000), due to the credibility, empathy and relevance they offer to customers as opposed to the information provided by marketer-designed websites (Bickart and Schindler 2001). Through eWOM, users can freely post their reviews about any product or service, and share those reviews with other users in order to better understand a product (Hennig-Thurau, et al. 2004). Thus, through eWOM communities, a great audience of users is able to acquire knowledge from reviews concerning products and services that are less popular to the majority. In that respect, the distribution of product sales is changing due to the increment of product information available to consumers (Brynjolfsson, Hu, & Smith, 2010) facilitating the long tail phenomenon (Anderson 2004). Many authors have given a good understanding of the main idea behind long tail within sales distributions in product markets such as Amazon (Brynjolfsson, Hu, & Smith, 2003; Brynjolfsson, Hu, & Smith, 2010). However, this Thesis goes beyond and applies new methodologies –elbow criterion– and extends others –power-law distribution– by Clauset, Shalizi and Newman (2009) to mathematically measure the long tail in other environments, such as the eWOM community Ciao. Whereas most eWOM studies focus just on the potential of eWOM facilitating the long tail effect to find rare or niche products (Hennig-Thurau, Gwinner, Walsh, & Gremler, 2004; Khammash & Griffiths, 2011) and how eWOM is enabling zero-cost dissemination of information about products (Odić, Tkalčič, Tasič, & Košir, 2013) and so forth, not many noticed that for each product type enclosed in the tail of the sales distribution there might be different impacts. In this regard, the results within this Thesis might indicate that vendors could adopt alternative product strategies depending on with which niche product type (search or experience good) the tails of sales distribution would be formed. More specifically, this Thesis proposes an approach for detecting whether there is a long tail for each product type and thus, cases should be differentiated when niche products represent a significant portion of overall product sales. Likewise, given the volume of the user-generated content in the web and its speed of change this Thesis also presents two important highlights in this regard. First, the implementation of an effective web crawler that can gather and identify big amounts of user-generated content. Second, the stages followed on this crawling process, which are the identification and collection of important data, and the maintenance of the gathered data. Consequently, social science needs to develop adequate methodologies to deal with huge amounts of data, such as the one outlined within this Thesis and overcome the distance between technology and social sciences. The chosen methodology within this Thesis has been to triangulate the method of power-law distribution of data gathered with other method, the elbow criterion in order to identify the long tail. That is, to compare the all the type of products among the eWOM Ciao UK, the probability power-law distribution function was represented as a tool to measure the long tail. Besides, to extra validate such method the elbow criterion was also used to identify where was located the optimal cut-off point that distinguishes the products characterized by the long tail. Furthermore, this Thesis outlines an architectural framework and methodology to gather user-generated data the eWOM community Ciao UK. To that end, a new methodology describes the implementation of a web crawler from other disciplinary perspective: the computing science discipline. Interestingly, the present thesis aims to contribute to the study of the long tail phenomenon in an eWOM community and what product types are enclosed there. To this end the three following hypotheses where contrasted: H1: The experience products from the distribution of product categories within an eWOM are more likely to exhibit a long tail. H2: The search products from the distribution of product categories within an eWOM are less likely to exhibit a long tail. H3: The distribution of product categories within an eWOM that have high frequency events or super-hits in the short head are not particularly associated with search or experience products. The results supported all the three proposed hypotheses. In this sense, this Thesis presents important new findings. Firstly, it is evidenced that products having a long tail are those with subjective evaluation standards, which are classified as experience products. Secondly, it is also corroborated that search products, which have a high level of objective attributes in the total product assessment do not encourage the long tail phenomenon. Thirdly, there is a combination of products when there are super-hits in the short head of the distribution. Thus, those are not particularly associated with search or experience products since they contain either objective or subjective evaluation standards. Finally, it is also remarkable to highlight that not all the categories fitting a power-law distribution are characterized by a long tail and on the contrary, some of those having a long tail do not fit a power-law. In general, the findings also suggest the potentials of eWOM, which, in general, might generate a long tail effect, where a large number of small-volume vendors coexist with a few high-volume ones. Furthermore, this Thesis has contributed to both theory and practice, essentially, in three different ways: (1) with a methodology of collection of online user-generated data in the context of social sciences; (2) with the development of two more accurate methods to identify niche products within an eWOM community, providing a deeper understanding of the long tail phenomena and the type of products; and (3) with publications of refereed journals papers (indexed in JCR/JSCR) as well as conference papers related to the main topic of this Thesis.

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Examinando Administración de Empresas y Comercialización e Investigación de Mercados (Marketing) por Premio "Premio Extraordinario de Doctorado US"