A resource-based view of intelligence dissemination and customer acceptance
Introduction
• Organizations have to be more and more innovative
• Knowledge management can be a positive influence on market orientation and thus innovative capacity
• Research question: How do SMEs use market knowledge as a resource in understanding their market’s needs in order to be more innovative?
• Market orientation
• Innovative capacity
• Knowledge management
Theoretical BackgroundMarket Orientation
• History of market orientation• Market orientation today
– Kohli & Jaworski (1990)– Narver & Slater (1990)– Day (1994)
• Intelligence generation, intelligence dissemination and responsiveness
Theoretical BackgroundInnovative capacity
• “Innovate or die”• Lot of research conducted in the topic:
Innovation, how does it work?• Types of innovation
– Innovativeness– Levels of innovation– Innovation for innovation’s sake
• Innovative capacity as a construct– Customer acceptance
Theoretical BackgroundKnowledge Management
• History of knowledge• Types of knowledge• Organizational knowledge
Theoretical BackgroundEntrepreneurship
• Research gap– Entrepreneurship in knowledge management, market
orientation and innovative capacity
• Firm size• Firm age
Theoretical BackgroundHypotheses
H1 - The better the intelligence dissemination of an organization, the better the customer acceptance of an organization.
Research MethodologyOverview
• Research Design• Research Sample• Research Measures
Research MethodologyResearch Design
• Quantitative research• (Web-based) Self-administrated survey• Drawbacks:
– Low response rate– May not be too long or complex
Research MethodologyResearch Sample
• Address Database ‘Groningen Province’ and ‘Groningen Municipality’
• Total of 18 addresses obtained• Discussion on the network site LinkedIn with the
request to fill in our web-based self-administrated survey
Research MethodologyResearch Measures
• Intelligence dissemination: MARKOR (Kohli & Jaworski, 1993), 8 statements on a five-point Likert scale
• Customer acceptance: Ledwith & O’Dwyer (2009), 4 statements on a five-point Likert scale
• Control variables: Firm size and firm age
ResultsOverview
• Survey• Descriptive statistics• Correlation• Regression analysis
ResultsSurvey
• Response rate on written survey: (2/18*100 =) 11,11 %
• Reasons:– Short time to respond
(TNT)– Quality of the questions
• Of the 12 returned surveys, 2 had to be deleted due to missing values
• Three other surveys (from LinkedIn) had to be deleted because the organizations weren’t entrepreneurships or innovative
ResultsDescriptive Statistics
N Mean Median St. Dev. Sum Min Max Cron alpha
Intelligence Dissemination 0,309 / 0,604
Hall talk 7 2,86 3,00 1,069 20 1 4
Interdepartmental meetings 7 2,29 2,00 0,951 16 1 4
Cross functions discussion 7 3,43 4,00 1,272 24 1 5
Document circulation 7 3,14 3,00 1,574 22 1 5
Important news share 7 4,14 4,00 0,690 29 3 5
Customer acc. dissemination 7 3,43 3,00 0,976 24 2 5
Com. marketing – manufacturing 7 4,14 5,00 1,215 29 2 5
Slow alert 7 3,71 4,00 1,496 26 1 5
Customer Acceptance 0,683
Customer acceptance 7 3,86 4,00 0,900 27 3 5
Customer satisfaction 7 3,71 4,00 0,756 26 3 5
Number of customers 7 3,29 3,00 0,951 23 2 5
Customer competitive advantage 7 3,57 3,00 0,787 25 3 5
Firm size 7 23,14 6,00 47,397 162 1 130
Firm age 7 4,86 5,00 3,388 34 1 10
ResultsDescriptive Statistics (2)
• Reliability analysis for constructs• Two items deleted in order to improve
Crombach’s alpha– Communication between Marketing and Manufacturing– Slow alert
ResultsCorrelations
Intelligence
Dissemination
Customer Satisfaction Firm Size Firm Age
Intelligence
Dissemination
-
Customer Satisfaction 0,720 * -
Firm Size 0,454 0,871 ** -
Firm Age 0,684 * 0,795 ** 0,678 * -
ResultsRegression
R2 = = 0,577 B St. Dev. Sig. (T)Constant 13,545 0,697 0.000 *Firm Size 0,040 0,014 0,025 *Firm Age -0,074 0,029 0,036 *
R2 = 0,899 B St. Dev. Sig. (T)
Constant 9,070 2,560 0,038 *
Intel. Dissemination 0,214 0,157 0,266
Firm Size 0,032 0,013 0,089 *
Firm Age 0,100 0,220 0,679
R2 = 0,518 B St. Dev. Sig. (T)
Constant 5,750 3,806 0,191
Intel. Dissemination 0,450 0,194 0,068 *
Multiple Linear Regression – Base Model
Multiple Linear Regression – Hypothesis 1
Single Linear Regression
ConclusionOverview
• Conclusion• Implications• Limitations
ConclusionConclusions
• Base model: All variables are significant• Hypothesis 1: Not supported by the multiple linear
regression, but supported by the single linear regression
• Research Question: How do SMEs use market knowledge as a resource in understanding their market’s needs in order to be more innovative?
• First part answered by the literature review in chapter 1.3
• Second part answered by the correlation and regression analysis
ConclusionConclusion (2)
• In summary:– By improving knowledge management system and
market knowledge acquiring, sharing between departments and among employees, will improve the market orientation described as intelligence dissemination, which in turns improves the innovative capacity, specifically customer acceptance
ConclusionImplications
• Improving an organization’s market orientation will improve the innovative capacity
• Knowledge Management is a good path to improve the market orientation of an organization
• The older an organization will be, the more effort must be spend on innovative capacity
ConclusionLimitations
• Simple size and response of the survey• The LinkedIn sample• Questions about departments• Only a small part of the conceptual model was
tested– Future Research should focus on
• The other relations in the conceptual model and on the • External validity of the model