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PurposePrior studies suggest that strategic orientations not only impact innovation outcomes individually but also by interacting with each other and with environmental factors. Yet, inconsistent results in the literature remain, likely due to the common use of regression analysis and related limitations in capturing the complex reality of interdependent effects. This paper aims to overcome this challenge.Design/methodology/approachDrawing on configuration theory, this research uses fuzzy set qualitative comparative analysis to investigate configurations of customer, competitor and technology orientations, interfunctional coordination (IC) and environmental turbulence leading to new product success (NP) among high-tech manufacturing business-to-business firms.FindingsFindings show seven configurations of strategic orientations as determining NP, including four configurations specific to firms operating in turbulent environments.Originality/valueThis study offers important theoretical, empirical and managerial contributions. In particular, it is the first to reveal configurations of strategic orientations that determine NP. It also advances knowledge by delineating those configurations that are most suited to firms operating in turbulent environments. Finally, findings demonstrate the interchangeable nature of facets traditionally joined as a single market orientation construct – customer and competitor orientation as well as IC.

PurposeThis dyadic study aims to analyses the influence of champions, particularly their personal engagement and experience, on relationships that cross different sectors and working environments.Design/methodology/approachBased on an extensive literature review and initial qualitative research, a conceptual dyadic model is presented and tested using structural equation modelling methods.FindingsPath analysis results show a surprisingly weak effect of champions. However, personal experience influenced engagement, which, in turn, impacted on commitment. Furthermore, a positive influence of trust and commitment on satisfaction is confirmed.Research limitations/implicationsThe results are limited by the small dyadic sample size and a potential bias towards positive relationships.Originality/valueBased on relationship and services marketing theory, this paper provides much needed insights on university–industry relationships, analysing the influence of personal engagement and experience on the relationship characteristics trust and commitment and, in turn, on satisfaction.

Relationship marketing (RM) is a prolific area of current marketing theory development. While RM principles are relevant to a range of business-to-consumer and business-to-business contexts, their theoretical foundations have principally emerged in reference to the private sector. By contrast, this exploratory study examines RM opportunities between entities operating in different sectors, namely university and industry in Australia. Using a qualitative approach, findings led to the development of a conceptual framework of university-industry relationships, integrating variables of organizational environment difference, relationship and value. Overall, this exploratory study broadens RM theory and application to relationships involving parties from fundamentally different organizational environments and suggest opportunities for the implementation of RM in this context. The article concludes with recommendations for academics and practitioners and provides several directions for future research.

While organizations continue to face extensive pressure to introduce novel products to the market, the question of how customers initiate engagement with novel products remains unanswered. This article draws on the ecosystem perspective of engagement, utilizing the lens of actor engagement, to develop a conceptual framework for actor engagement with novel products. It elaborates our understanding of the indirect interaction that actors have with a focal object through other actors. It demonstrates that through vicarious learning, actors establish cognitive, emotional, behavioral, and social interactions with the novel product. Further, it explicates a process in which legitimacy judgments, at the micro- and macrolevels, play a central role in facilitating and evaluating engagement with products. This framework offers an important contribution to theory by elucidating the facilitating role of learning and introducing the concept of legitimacy to the engagement literature. A set of propositions is presented, and a future research agenda proposed for each of these propositions.

Public administration requires close cooperation between many actors within a network of governmental departments, agencies and external stakeholders. Reflecting on these critical interrelationships, we investigate the impact of the related yet under-researched concepts of organisational culture difference and organisational culture compatibility on relationship outcomes in a public sector setting. The research hypotheses draw on the prolific relationship marketing and organisational culture literature streams and an exploratory study. Data gathered on the relationships between public sector agencies and their business partners show perceived organisational culture difference negatively influences relationship performance, with perceived compatibility directly and positively impacting both performance and the certainty of the relationship future.

Purpose
Market shaping research predominantly focusses on the activities of the market shaper, rather than the equally important roles of other market actors. Market shapers may enhance resource density and value creation within markets, yet such influences cannot exhaustively explain how markets get shaped. Other market actors also must and do exert effort in the value co-creation processes; this study aims to explore the effects of reducing their efforts, as a mechanism to facilitate market shaping.


Design/methodology/approach
This conceptual paper uses a theory adaptation approach to link value co-creation with market shaping and effort. It offers a conceptual framework and five propositions that outline the role of effort reduction in the value co-creation process to achieve market shaping.


Findings
The proposed conceptual framework indicates how enhanced resource density, resulting from the firm's market shaping activities and reduced effort lead to enhanced value creation for market actors. Effort reduction can be achieved by reducing either the level of resource input required or the activities required to access, transform and combine resources to co-create value. Potential resource flows then may benefit the market shaper.


Originality/value
This research contributes to emergent market shaping literature by offering effort reduction as a viable tactic. Specifically, it broadens the scope of consideration of effort in value co-creation, and it advances understanding of resource density as a focal market shaping construct. The resultant framework offers a foundation for future market shaping research.

This article investigates the professional service provider's role in the customer resource integration process for value creation, by drawing on research in the areas of resource integration, service experience, and role theory. Roles are flexible, in that behaviors associated with a role may vary according to the situation, expectations, and learned behaviors of the actors involved. In the context of professional service providers who support a customer's resource integration, these role variations accordingly can be termed resource integration styles. Grounded in managerial practice, the current study relies on in-depth interviews to determine the styles that professional service providers use to support customer resource integration in a financial planning setting. The proposed typology of five styles (delegate, mentor, partner, coach, and validator), termed professional service providers' resource integration styles (PRO-RIS), can be described by eight resource integration activity dimensions: participation ratio, frequency of interaction, deliberation, decision-making, updating, educating, connecting, and motivating. This research thus provides rich qualitative insights into how professional service providers can support customers' resource integration processes, through the provision of appropriate resources. Notably, professional service providers can offer distinct benefits by varying the combination of resources provided to facilitate value creation. No single, best style exists; professional service providers should leverage the various styles described by PRO-RIS and adapt the eight resource integration activities as needed to support their customers.

PurposeThe purpose of this paper is to investigate the effects of emotional valence and intensity on sport sponsorship attitudinal outcomes, across two culturally different samples from Australia and France.Design/methodology/approachBased on a multidisciplinary literature review of the emotional phenomenon, research hypotheses are proposed and empirically tested against two samples exposed to two comparable major sport events in Australia and France.FindingsData reveal that Australian and French spectators' emotional responses differ in terms of valence, but not in terms of intensity. This initial difference, in turn, impacts the effect of emotional responses on sponsorship attitudinal outcomes. The more positive are sport‐related emotions, the stronger their impact on the sponsorship persuasion process. The proposed mediating effect of attitude towards the event is partially supported.Research limitations/implicationsThe results are limited by the small sample size and the inherent bias of the verbal measurement of the emotional phenomenon.Originality/valueDespite omnipresence in sports events, emotions and their influence on sponsorship outcomes have not been clarified yet, once simply disregarded by many scholars. This paper provides evidence that emotions can contribute to the formation of attitudes towards sponsors, in some cases mediated by attitude towards the event. In addition, in line with the global reach of sports and sports sponsorship a comparison of results between samples from Australia and France creates a valuable contribution of this paper to marketing theory and practice.

PurposeThe purpose of this paper is to evaluate the response of members to a rebranding strategy implemented by a member‐owned organisation. More specifically, the authors examine the impact of rebranding awareness and attitude towards rebranding on the members' perceived value of their memberships, their satisfaction and, subsequently, their commitment to the organisation.Design/methodology/approachThe research employed in‐depth interviews followed by a quantitative survey. Data were collected online from 264 current members of Dogs SA and data analysis employed SEM principles.FindingsFindings demonstrate that the members' awareness of a rebranding attempt can significantly enhance perceived membership value, leading to increased levels of satisfaction. With both perceived value and satisfaction antecedents of membership commitment, the importance of such improvements cannot be underestimated.Research limitations/implicationsDespite a high response rate of 88 per cent, only ten per cent of the membership base was included in the initial sample. Limitations relate to the single context, a canine association, and single rebranding attempt examined in this paper. Only three outcome measures were included, namely membership value, satisfaction and commitment.Practical implicationsWhile non‐profit member‐owned organisations play an increasingly important role in our economic and social environment, participation rates are dropping in many such organisations. If they are to remain viable, the commitment of existing members must be improved. The study provides managers with important insight into a potentially powerful strategy to increase underpin membership dedication by means of satisfaction and enhanced perceived value.Originality/valueThis paper successfully integrates relationship marketing and rebranding literature domains, producing significant implications for non‐profit membership organisations.

Purpose
Combining institutional work and actor engagement (AE) literature, this paper aims to elucidate how the collective action of market shaping occurs through the interplay between market shapers' institutional work and engagement of other market actors. While markets are shaped by actors' purposive actions and recent literature notes the need to also mobilize AE, the underlying process remains nebulous.


Design/methodology/approach
This paper is conceptual but supported by an illustrative case study: the Winding Tree. This blockchain-based, decentralized travel marketplace shapes a market by decoupling existing resource linkages, creating new ones and stabilizing others through a dynamic, iterative process between the market shaper's institutional work and others' AE.


Findings
The paper develops a dynamic, iterative framework of market shaping through increased resource density, revealing the interplay between seven types of market shapers' institutional work distilled from the literature and changes in other market actors' engagement dispositions, behaviors and the diffusion of AE through the market.


Originality/value
This research contributes to the emergent market shaping and market innovation literature by illustrating how the engagement of market actors is a fundamental means of market shaping. Specifically, it advances understanding of how market shapers' institutional work leads to new resource linkages and higher resource density in emergent market systems through AE. The resultant framework offers an original, critical foundation for future market shaping research.