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Research Summary: This study examines whether corporate social responsibility (CSR) improves firms' competitiveness in the market for government procurement contracts. To obtain exogenous variation in firms' social engagement, I exploit a quasi-natural experiment provided by the enactment of state-level constituency statutes, which allow directors to consider stakeholders' interests when making business decisions. Using constituency statutes as instrumental variable (IV) for CSR, I find that companies with higher CSR receive more procurement contracts. The effect is stronger for more complex contracts and in the early years of the government-company relationship, suggesting that CSR helps mitigate information asymmetries by signaling trustworthiness. Moreover, the effect is stronger in competitive industries, indicating that CSR can serve as a differentiation strategy to compete against other bidders. Managerial Summary: This study examines how companies can strategically improve their competitiveness in the market for government procurement contracts—a market of economic importance (15-20% of GDP). It shows that companies with higher social and environmental performance (CSR) receive more procurement contracts. This effect is stronger for more complex contracts, in the early years of the government-company relationship, and in more competitive industries. These findings indicate that firms' CSR can serve as a signaling and differentiation strategy that influences the purchasing decision of government agencies. Accordingly, managers operating in the business-to-government (B2G) sector could benefit from integrating social and environmental considerations into their strategic decision making.

We examine the fit between a firm's product market strategy and its business model. We develop a formal model in order to analyze the contingent effects of product market strategy and business model choices on firm performance. We investigate a unique, manually collected dataset, and find that novelty-centered business models--coupled with product market strategies that emphasize differentiation, cost leadership, or early market entry--can enhance firm performance. Our data suggest that business model and product market strategy are complements, not substitutes.

We report on two studies (a single and a multi-industry) that empirically investigate a nomological network of relationships between strategic business unit product-market strategy (differentiation, cost-focus, and product-market scope), marketing capabilities (architectural and specialized capabilities, as well as their integration), and business unit performance (market effectiveness and subsequent one-year objective cash flow), along with a series of controls. Addressing important lacunae in the resource-based view our main research objective is to augment understanding of how critical firm-level marketing capabilities enable the realization of strategy, thus, further advancing both the resource-based view and more recent capabilities theorizing. Specifically, we test seven hypotheses and find strong evidence that both architectural and specialized marketing capabilities, and their integration, positively mediate the product-market strategy and derived business unit performance relationship. In contrast to many extant studies, both survey and objectively measured data are combined, and because the secondary data collected contains both resource-level (input) data and subsequent one-year financial data, a higher level of confidence may be attributable to our findings.

Purpose This paper aims to establish how strategic target-market selection decisions are shaped, challenged and driven in response to the rapidly evolving technological landscape. The authors critically evaluate the implications of these changes for the role of marketers and the organizational function of marketing. Design/methodology/approach The research uses qualitative methods. Key-informant interviews are conducted among senior organizational practitioners within client-side organizations, digital agencies and strategic marketing consultancies, seeking to contrast their views. Findings The findings reveal an erosion of responsibility for the integrated strategic role of marketing decision-making. In particular, the authors reveal that the evolving digital landscape has precipitated a sense of crisis for marketers and the role of marketing within the firm. This extends beyond simply remedying a skills-gap and is triggering a transformation that has repercussions for the future of marketing and its practice, thus diminishing functional accountability. Research limitations/implications The findings have long-term implications for marketing as a strategic organizational function of the firm and for marketing as a practice. Originality/value The study considers an increasingly digitalized marketplace and the associated impact of big data for the function of marketing. It reveals the changing scope of strategic marketing practice and functional accountability.

In this article, we examine the mechanisms of the corporate political activities of service multinational enterprises (SMNEs) operating in an emerging economy. Reporting the findings of qualitative interviews with key decision-makers in Ukraine, the article illuminates how SMNEs operating in turbulent institutional contexts can enact various corporate political strategies, including social responsibility activities, to mitigate market costs and develop legitimacy. The findings elucidate how government agencies and institutions may also invoke corporate social responsibility (CSR) as a strategy. The article makes key contributions; firstly, it underscores the complementary dynamics that exist between CPA and CSR strategies in host markets characterised by weak and incomplete institutions. Secondly, the article contributes to the relatively under-explored nature of service sector MNEs operating in such institutional contexts.

Drawing on the organization theory literature concerning configuration theory, competing values theory, and fit assessment methodologies, we examine the existence and performance impact of product market strategy–organization culture fit. Specifically, we assess the relationship among three important elements of a firm’s product market strategy and the four cultural orientations that comprise the competing values theory of organizational culture using primary and secondary data from the US trucking industry. Using two different conceptualizations and operationalizations of fit, our results provide the first empirical support for the existence of interrelationships among product market strategy decisions and organizational culture orientations consistent with configuration theory conceptualizations of product market strategy–organizational culture fit. We also find support for theorized but previously untested relationships between product market strategy–organizational culture fit and firms’ customer satisfaction and cash-flow return on assets (CFROA) performance. Since product market strategy is heavily reliant on the input of marketers, and organizational culture has long been recognized as having an important impact on marketing-related decision making, these findings have important implications for marketing strategy research and practice.

Purpose Using the case of Foodora, this paper aims to assess the impact of technological innovation of an emerging actor in the sharing economy through stakeholders’ perceptions in the market and non-market domains. Design/methodology/approach Using a methodological approach called social media analytics (SMA) to explore the case of Foodora, 3,250 user-generated contents in social media are systematically gathered, coded and analysed. Findings The findings indicate that, while Foodora appears to be a viable provider in the marketplace, there is mounting public concern about the working conditions of its employees. In the market domain, Foodora manages its status as an online delivery platform and provider well, but at the same time, it struggles with its position in the non-market sphere, suggesting that the firm is vulnerable to regulatory change. These insights highlight the importance of simultaneously exploring and balancing market and non-market perceptions when assessing the impact of disruptive innovation. Originality/value This study offers originality by providing an integrative approach to consider both the market and non-market domains. It is also novel in its use of SMA as a tool for knowledge acquisition and management to evaluate the impact of emerging technologies in the sharing economy.

Purpose In the context of an industrial complex where corporate political activity (CPA) and political corporate social responsibility (political CSR) are not related, this study aims to investigate the possible relationship between citizens’ perceptions of these two non-market strategies and residents’ trust in companies located in the industrial complex. Design/methodology/approach Data were collected from 740 citizens living near a petrochemical complex in Tarragona (Spain). The results were analysed using structural equation modelling. Findings Based on institutional theory, the key findings of the study are that CPA and political CSR are differently related to citizens’ trust in companies. The results also verify that the negative relationship (between CPA and trust) outweighs the positive one (between political CSR and trust). Practical implications The lack of fit between political CSR and CPA in the complex analysed suggests that firms are neglecting approaches shared by these non-market strategies, and thus wasting a huge opportunity to improve citizens’ trust in and acceptance of the complex firms. Moreover, the ethical dimension should always be present when these firms take on political responsibilities. Originality/value To date, CPA and political CSR have largely been dealt with separately in the literature. This study attempted to bridge this gap by examining a situation where there is no strategic relationship between CPA and political CSR to analyse, from the perspective of citizens’ perceptions, the relationship each strategy has with the important academic concept of citizens’ trust in companies.

Drawing on research of Australian cafes, this article examines the link between product market strategies, skill and pay. Addressing the methodological problems within existing research, the findings not only suggest a new methodology for future research examining these linkages but also a new theoretical proposition about the linkages based on occupation rather than firm, industry or sector.

Purpose This paper aims to introduce the current-state of the energy grid, to reviews new and enabling peer-to-peer and blockchain-based solutions and to propose a strategic go-to-market framework, populated with energy companies strategically positioned to capture the unique opportunities present across the energy industry. Design/methodology/approach Hundreds of use-cases worldwide have been reviewed, and 50 worldwide blockchain energy companies and initiatives were included in this study based on the publicly accessible information that indicates their go-to-market strategies. As a result, these initiatives were classified into three main types of go-to-market strategies. Each company and its portfolio of blockchain-based solutions was described under these three categories. Findings Based on the research conducted in this review paper, it is evident that the adoption of blockchain-based technologies, solutions and services is accelerating at a rapid pace within the global energy industry to meet the needs and challenges that exist within it. Given the companies outlined in this paper, the opportunity to leverage blockchain technology while aligning to a social driver like green energy is perceived to be the most promising go-to-market strategy within this sector. Originality/value This study explores the apparent business plans of different blockchain initiatives around the world. Although there are a few other review papers recently published, to the best of the authors’ knowledge, this approach has not been taken in other studies in terms of the categorization of available use-cases.