Department of Marketing (MU)The Department of Marketing is a department within the Robert J. Trulaske, Sr. College of Business at the University of Missouri-Columbiahttps://hdl.handle.net/10355/52882024-03-19T07:12:19Z2024-03-19T07:12:19ZCatch-up innovation in emerging market multinationalsChen, Lihttps://hdl.handle.net/10355/781292022-12-07T20:50:51Z2020-01-01T00:00:00ZCatch-up innovation in emerging market multinationals
Chen, Li
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] In this dissertation, I study how emerging market multinationals innovate to catch up with incumbent global leaders. By extending entrepreneurial perspectives into the emerging market context, I provide a comprehensive framework to account for EMNEs' distinctive innovation practices. In essay one, I conceptualize what I refer to as catch-up innovation as a multi-dimensional construct consisting of scarcity induced decisionmaking coupled with innovative behavior. I develop a measurement model of catch-up innovation and empirically test the validity of the measurement model using a sample of Chinese multinational firms. The results support my theoretical conceptualization. In essay two, I focus on EMNEs' aggressive commercialization practices, a unique behavioral dimension of catch-up innovation. I propose a model to explain how aggressive commercialization is influenced by institutional support factors (i.e., government encouragement and knowledge from research institutions) and resource constraints (i.e., lack of innovation capability, lack of brand equity, and lack of time). I also consider how aggressive commercialization influences EMNEs' product output performance. Additionally, I explore two sets of moderating factors, task-related capabilities and environment-related capabilities, in order to study the relationship between aggressive commercialization and product output performance. Findings from a sample of Chinese multinational firms support a majority of my hypotheses
2020-01-01T00:00:00ZA consumer perspective on mass customizationHunt, David M., 1968-https://hdl.handle.net/10355/44392022-09-27T15:49:21Z2006-01-01T00:00:00ZA consumer perspective on mass customization
Hunt, David M., 1968-
This dissertation investigates the influence of individual differences in need for optimization (NFO), centrality of visual product aesthetics (CVPA), and consumer need for uniqueness (CNFU) on perceived value of customized product alternatives. A conceptual model grounded in involvement theory, the functional theory of attitudes, and theories on the desirability of uniqueness is proposed and empirically tested using survey methodology. Generally, data support significant relationships between the three individual differences and the perceived value of mass customized products. Further, support is provided for the mediating role of involvement in the functional and symbolic benefits for a given product category. Results of the study extend consumer research on individual differences into a new domain of consumer behavior and hold implications for segmenting mass customization markets.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.; Title from title screen of research.pdf file viewed on (February 27, 2007); Vita.; Thesis (Ph.D.) University of Missouri-Columbia 2006.
2006-01-01T00:00:00ZCynical consumers : dangerous enemies, loyal friendsHelm, Amanda E., 1973-https://hdl.handle.net/10355/43522022-09-27T15:49:16Z2006-01-01T00:00:00ZCynical consumers : dangerous enemies, loyal friends
Helm, Amanda E., 1973-
This dissertation introduces and develops the construct of consumer cynicism, characterized by a perception of a pervasive, systemic lack of integrity in the marketplace, and investigates how cynical consumers behave in the marketplace. This dissertation developed a scale, laying groundwork for future research, and investigated cynicism antecedents, associated marketplace behaviors, and the cynicism-brand loyalty relationship. Cynical consumers perceive a marketplace full of opportunism. The nine studies reported here formed a rigorous scale development procedure. A large-scale national survey provided the final scale validation sample and primary research instrument for testing hypotheses. Consumer cynicism is shown to impact marketplace behaviors and perceptions, leading to marketplace shaping or consumer activism and criticism behaviors, marketplace withdrawal, perceptions of purchase risk, and category-specific cynicism. At the level of a particular purchase, category-specific cynicism is shown to be associated with brand support behaviors and with increased importance of trust issues, rather than satisfaction or value, in brand loyalty.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.; Title from title screen of research.pdf file (viewed on August 1, 2007); Vita.; Thesis (Ph. D.) University of Missouri-Columbia 2006.
2006-01-01T00:00:00ZThe effects of customer participation on service outcomes : a fit perspectiveDong, Beibei, 1981-https://hdl.handle.net/10355/67622020-11-23T20:13:34Z2010-01-01T00:00:00ZThe effects of customer participation on service outcomes : a fit perspective
Dong, Beibei, 1981-
[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] Previous research in customer participation argues that customer participation positively influences service quality and customer satisfaction. However, operations management takes a different view by suggesting that decreasing customer contact is desirable. In practice, customers also respond differently toward participation. The inconsistency and confusion in both research and practice motivate this dissertation is to investigate under what conditions customer participation is beneficial. This dissertation includes two empirical studies. Study I empirically verifies that too much participation could have negative effects on customers. Study II further investigates the boundary conditions of the participation - outcome relationships. Adopting a "fit" perspective, this dissertation contends that the effects of customer participation on service outcomes are contingent upon the fit between the co-production task and the customer along a number of dimensions. A fit-related theoretical framework is proposed, with the expectation that increasing customer participation is desirable when customers (1) perceive they have the ability and skills to complete the required tasks, (2) value the benefits provided by the co-production tasks, (3) positively identify with a production/service role, and (4) desire a greater amount of control of the service outcome. The results support the theoretical model. The important theoretical contributions and managerial implications of the dissertation are further discussed.
Title from PDF of title page (University of Missouri--Columbia, viewed on Feb 11, 2010).; The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.; Dissertation advisor: Dr. Shaoming Zou and Dr. Kenneth R. Evans; Vita.; Ph.D. University of Missouri--Columbia 2009.
2010-01-01T00:00:00Z