Customer references and the buying of capital equipment for a project firm

Morgado, Andre Vilares; Castro, Luís M. de

doi:10.1177/2055563616684162

Cited by 4 publications

(5 citation statements)

References 55 publications

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“…Alam and Perry (2002) discovered that the creative process is derived primarily from users, and user participation in the innovation process can reduce obstacles and accelerate innovation. Creating and maintaining customer loyalty is a strategic requirement for modern enterprises (Morgado and de Castro, 2016). Therefore, the design process guided by user requirements can match the function and applicability of the product to actual needs.…”

Section: Theory and Hypothesesmentioning

confidence: 99%

How user-driven innovation and employee intrapreneurship promote platform enterprise performance

Wan

Liu

Wang

2020

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PurposeThe purpose of this study is to investigate the impact of user-driven innovation (UDI) and employee intrapreneurship (EI) on the innovation performance of platform enterprises through the mediating role of market intelligence responsiveness (MIR) and the moderating role of knowledge and information resource acquisition (KRA and IRA, respectively) between MIR and innovation performance.Design/methodology/approachData were collected from 167 platform enterprises in northern, eastern and southern China with survey questionnaires. Participants were mainly middle and senior managers with a comprehensive grasp of the enterprises' information.FindingsThe results indicated that both UDI and EI, particularly synergy, positively influenced the innovation performance of platform enterprises. Furthermore, higher innovation performance resulted from high congruence between UDI and EI, and the innovation performance of enterprises increased when UDI and EI shifted from being incongruent to congruent. Lastly, MIR played a mediating role in this relationship, and both KRA and IRA played a positive moderating role between MIR and innovation performance.Practical implicationsPlatform enterprises should pay attention to external users and internal employees to achieve their development goals and establish tripartite cooperative relationships involving firms, employees and users. Enabling platform enterprises to develop continually and in a healthy way requires the integration and utilization of all types of resources.Originality/valueThis was an empirical study on the impact mechanism of employees and users on the innovation performance of platform enterprises in China.

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Section: Theory and Hypothesesmentioning

confidence: 99%

How user-driven innovation and employee intrapreneurship promote platform enterprise performance

Wan

Liu

Wang

2020

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“…The authors studied the impact of customer references on buying decisions by introducing a case study featuring a power plant. This study does not contribute to our understanding of the phenomenon under study because ‘[e]mpirical evidence for the existence of a reference relationship was not found’ (Morgado & de Castro, 2016, p. 258).…”

Section: Literature Reviewmentioning

confidence: 92%

“…The present research features a single case study (Gummesson, 2007; Halinen & Törnroos, 2005; Patton & Appelbaum, 2003; Stake, 1995; Woodside & Wilson, 2003). The selected case showcases an energy business which has the features of a reference business (Morgado & de Castro, 2016). Numerous scholars (Ruokolainen & Mäkelä, 2007; Salminen & Möller, 2004, 2006) recommend case studies as valuable tools for learning more about customer referencing.…”

Section: Methodsmentioning

confidence: 99%

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The Value of Customer References to Potential Customers in Business Markets

Morgado¹

2018

Journal of Creating Value

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The literature on referencing takes a firm stance on the value that vendors derive from marketing customer references. What the literature lacks, however, is empirical work that supports our current understanding of the value of customer references to the potential customer. The present exploratory research aims to demonstrate the value of customer references from the perspective of the potential customer. This goal will be achieved by considering a single case study that provides evidence for the value of customer references to potential customers in business markets. Three theoretical propositions emerge as key conceptual contributions: (a) customer references allow buying companies to establish their suppliers' competence, assess the buying decision risk and forecast return on investment; (b) customer references deliver value by helping potential customers to identify new business needs and (c) potential customers benefit from being exposed to customer references insofar as they are sources of organizational learning. This work concludes by presenting recommendations for practitioners who wish to reap the full benefits of customer references.

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“…According to these authors, by following this recommendation, it is possible to broaden the scope of the theory. The energy industry has the features of a reference business (Morgado and de Castro, 2016), which allows for the observation of complex purchasing decisions that often involve the acquisition of customized solutions.…”

Section: Methodsmentioning

confidence: 99%

Customer’s expectations and perceptions of reference marketing programs

Morgado¹

2020

JBIM

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Purpose The purpose of this research is to study organizational purchasing and relationship formation in interactions between customers and suppliers of capital equipment and the factors affecting the ability of reference marketing programs to deliver their expected purchasing benefits. Design/methodology/approach This work adopts an inductive research strategy and combines a critical realist approach with a qualitative research method consisting of in-depth interviews with purchasing managers from the energy industry. Findings By presenting a new theoretical model that aims to explain the referencing phenomenon, this study offers a deeper understanding of referencing and thus new perspectives on how and under what circumstances the customer–supplier relationship can be leveraged. Research limitations/implications Because of the qualitative nature of the research, no claim to statistical significance can be made. The model presented here helps the authors to understand the empirical phenomena as exhibited in the recorded interviews, but it does not allow for statistical generalization. The model allows for a certain degree of analytic inference but only within the study’s boundaries and limitations because the above findings are specific to the electric power industry. Practical implications A deeper understanding of this phenomenon allows suppliers to pursue strategies based on efficient reference marketing programs. The paper ends by presenting useful recommendations for reference marketing best practices and suggestions for improving the use of references in organizational purchasing. Originality/value The available literature on referencing does not clarify the factors that affect the ability of reference marketing to deliver its purchasing benefits. Thus, the facts and circumstances associated with the influence that reference marketing programs have on purchasing behavior have yet to be determined.

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Customer references and the buying of capital equipment for a project firm

Cited by 4 publications

References 55 publications

How user-driven innovation and employee intrapreneurship promote platform enterprise performance

How user-driven innovation and employee intrapreneurship promote platform enterprise performance

The Value of Customer References to Potential Customers in Business Markets

Customer’s expectations and perceptions of reference marketing programs

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