Session 366

Markets, Brands, Customers and Competition

Track E

Date: Monday, September 22, 2014


Time: 08:00 – 09:15


Room: Roma 2

Session Chair:

  • Marco Giarratana, IE Business School

Title: Buyer Types and Value Creation in a Market for Brands


  • Christian Lechner, Free University of Bozen-Bolzano
  • Gianni Lorenzoni, University of Bologna

Abstract: The emergence of a market of brands is a recent phenomenon (Lechner, Lorenzoni & Visentin 2013). We explore this phenomenon in the sports article industry by analyzing all brand acquisitions and licensing agreements in the period from 2004-2013. Most transactions show the overwhelming relevance of the accounting value arising from brands, licensing, sponsorships and outlets franchising, all representing intangible assets. Buyers and sellers show a great diversity applying different strategies for leveraging brand value. This context gives the opportunity to couple strategic maneuvering and industry evolution with implications for the strategy field and managers.

Title: Competing in Marketspace - Organizational Unlearning to Learn to Implement ‘Soft’ Infrastructural Capabilities


  • Joachim Timlon, Linnaeus University

Abstract: This paper seeks to contribute to competitive strategy in marketspace by developing an empirically grounded model of effective post-installation of emerging technologies enabling business-to-business (B2B) e-commerce. How can manufacturing companies with B2B relations continue to create customer value when the traditional market place interaction between physical seller and physical buyer is substituted for an information defined transaction space? I explore a case study of a global industrial group of companies using a B2B e-commerce solution to market and selling their products and services. The analysis reveals rigid socially complex organizational routines and ‘core rigidities’ manifested as established assumptions and beliefs. The findings are reltated to organizational learning theories, indicating that organizational unlearning has the potential to change declarative memories (beliefs) and procedural memories (routines) in organizations.

Title: Market Share and Market Size Dynamics: Product and Brand Strategies in a Competitive Scenario


  • Marco Giarratana, IE Business School
  • Alessandra Perri, Ca' Foscari University of Venice

Abstract: We analyze how product and brand strategies affect firm performance addressing two contingencies. The first is the separation of the effects of these strategic tools through the channels of market size vs. market share dynamics; the second refers to the relative position of a firm compared to direct competitors. In industries characterized by economies of scope strong from production and weak from demand, we predict that higher product diversification and lower brand breadth (brand very specific to the product attributes) command higher performance, both in terms of market share and market size dynamics. However, the combination of high product specialization and brand breadth (brand extendable to several products) could generate positive market size effects. The theory is tested using data from the US apparel industry.

Title: The Effect of Repeat Customer on Company Survival: Evidence from Restaurants


  • Nydia MacGregor, Santa Clara University
  • Desmond Lo, Santa Clara University

Abstract: Affiliation with a chain and operating as an independent unit are common organizational forms in retailing and restaurants. Theory on competitive interaction and empirical research suggest that both forms have comparative advantages. Our paper reconciles the issue of the relative performance of chains and independents by investigating the effect of different types of customers on survival. Extending existing theoretical constructs, we hypothesize that performance increases with (i) the degree of a shared brand and (ii) the likelihood of serving local, immobile customers. We further posit that performance improves when (iii) independent businesses locate in areas with local, immobile customers whereas chain performance increases with mobile customers. We test our hypotheses on longitudinal data (1990-2008) on a sample of restaurants in the San Francisco Bay Area.

All Sessions in Track E...

Sun: 08:00 – 09:15
Session 282: The Latest and Greatest in Empirical Methods for Strategy Scholars
Sun: 09:30 – 10:45
Session 1: Frontiers of Value Capture Research: Complementary Developments in the Theory and Empirics
Sun: 11:15 – 12:30
Session 284: The Strategic Process and Competitive Dynamics of Industry Convergence
Sun: 15:45 – 17:00
Session 341: Stakeholders, Board of Directors and Competitive Strategy
Sun: 17:15 – 18:30
Session 601: Competitive Strategy IG Business Meeting
Mon: 08:00 – 09:15
Session 366: Markets, Brands, Customers and Competition
Mon: 11:00 – 12:15
Session 342: Resource Based View
Mon: 14:45 – 16:00
Session 368: Firm Scope and Industry Competition
Mon: 16:30 – 17:45
Session 348: Differentiation and Competitive Strategy
Tue: 08:00 – 09:15
Session 349: Leaders, Laggards and Competition
Session 367: What Drives Firm Heterogeneity Across Time?
Tue: 11:00 – 12:15
Session 350: Governance, Organization and Competition
Tue: 15:30 – 16:45
Session 364: Conceptual developments in Competitive Strategy
Tue: 17:15 – 18:30
Session 343: What Drives Competition?

Strategic Management Society