Coopetition and international entrepreneurship: the influence of a competitor orientation

PurposeGuided by a relational, stakeholder perspective of resource-based theory, the purpose of the current investigation is to help unpack the complexity of the performance-enhancing nature of coopetition for international entrepreneurs, namely the interplay between collaboration and competition. The context features under-resourced wine producers owned and managed by entrepreneurs that have implemented an internationalised business model. The focus of the study involves the influence of a “competitor orientation”, namely when decision-makers understand the short-term strengths, weaknesses, long-term capabilities and strategies of key current and potential rivals.Design/methodology/approachData collection primarily featured semi-structured interviews with owner-managers of wine-producing firms in New Zealand that reflected heterogeneity amongst international entrepreneurs' strategies targeting different product markets within their respective business models. Secondary data were also collected where possible. Specifically, interviewees' firms exhibited different portfolios involving wine sales (with varying export intensities) together with augmented sales of tourism-related products/services focussed on the domestic market.FindingsCoopetition activities amongst international entrepreneurs varied; i.e. influenced by respective owner-managers' competitor orientations. Illustrations of different decision-makers' business models within a 2 × 2 matrix feature those with a low- or high-export intensity, together with a narrow or augmented product portfolio. Internationalising entrepreneurs' perceptions varied regarding the extent to which their respective business model was oriented towards local cluster-based domestic tourism with limited export sales, as opposed to those with national and more importantly international wine sales. Possessing and acting upon relevant knowledge manifested in which competitors international entrepreneurs collaborated with and the extent to which this took place across product-market strategies. In turn, this enabled particular decision-makers to exhibit flexibility; hence, entrepreneurs enter and exit certain markets together with changing export intensities, as varying opportunities were identified and exploited.Originality/valueAlthough the performance-enhancing nature of coopetition is largely established in prior literature, the complexity of that relationship remains relatively under-researched, not least, amongst international entrepreneurs. More specifically, the extent to which decision-makers that are engaged in coopetition exhibit a competitor orientation remains under-researched. Unique insights feature a 2 × 2 matrix in order to provide originality regarding international entrepreneurs' respective product-market strategies within their business models that are underpinned by varying coopetition relationships and competitor orientations.

EVALUATION OF THE EFFECTIVENESS OF THE SMALL BUSINESS PRODUCT PORTFOL

The features and reserves of the accounting system of small business are investigated and identified, recommendations for its improvement are given from the standpoint of evaluating the effectiveness of the product portfolio. An economic and mathematical model for evaluating the effectiveness of a product portfolio has been developed

Rose-Patisserie and Coffee House

This case traces the life of a new endeavor, starting with a small patisserie and coffeehouse and the subsequent development of the business, considering three alternatives, namely optimizing the concept, expanding through a franchise network, and building a network of company-owned stores. The story of Rui and Joana raises a wide range of issues that managers need to address. After reading and working through the case, students will be able to evaluate the product portfolio, based on actual sales data, and to evaluate and propose strategic options using classical models.

A theoretical framework for identifying appropriate marketing approaches across the product development life cycle for biomedical science SMEs

PurposeAn investigation of the marketing approaches for biomedical science small- and medium-sized enterprises (SMEs) and organisations in the United Kingdom (UK) was carried out; the research question is as follows: Should the marketing approaches for biomedical science SMEs change as their product or service moves along the development life cycle?Design/methodology/approachAn online questionnaire was used, which petitioned biomedical science SMEs and organisations in the UK to investigate the marketing tactics or approaches used for the different products and services they offered; the results were analysed by comparing the results to recognised marketing approaches in the literature and by mapping those approaches against the established technology readiness levels (TRLs).FindingsA direct relationship was seen between the status of a product or service in relation to its development life cycle, and therefore the relevant TRL of the product and service, and the appropriate marketing approach for that product or service.Originality/valueThis paper offers a contribution to the literature, in which a theoretical framework is proposed for determining the appropriate marketing approach for biomedical science SMEs by understanding the maturity of the products offered by a company using the established TRL. The theoretical framework maps the TRL against known marketing approaches; this framework should be used as a guide for biomedical science SMEs as a tool to refine and evolve their overall marketing approach as the product portfolio matures along the TRL.

Formation of the product portfolio of the enterprise

Management decisions on the formation of the product portfolio are traditionally in the field of research of scientists as the relevance questions of the choice of strategic goals of the enterprise involves the justification of marketing and production decisions in optimizing the structure of the product range. The formation of the product portfolio involves certain management actions to work with a particular product (its development, withdrawal or modification) or range of products, taking into account changes in the structure of the portfolio of the enterprise. Today’s market situation creates new requirements for existing approaches to product development; at the same time such efforts must directly take into account the aggregate market and business requirements for reduced lead time, reliable product performance and cost-effective product differentiation. In general, one way to meet the increased demand for product development speed and productivity is to identify multidisciplinary synergies that can be used to increase system efficiency. The main principles that were singled out allow to develop a practical system for decision support which will allow effectively form the product portfolio of the enterprise and develop optimal characteristics of the product and its product range group. The methodology of decision support is based on interdisciplinary integration, which is formed by using the main relationships between optimization and modelling of a product or group of products as well as aspects of product portfolio management. Scientific and methodological approaches in the formation of the company's portfolio were substantiated which allows to determine the optimal ratio between the range of products and product units that are part of them. The LLC “Khodoriv Meat Packing Factory” is one of the leading producers of meat products in Ukraine. Product range was analysed and the method of quantitative evaluation of goods indicators is proposed to factory. The system approach to formation of an optimum commodity portfolio of the enterprise is considered. The analysed of the assortment group of goods and the assessment of the product portfolio of the enterprise by the method of the Boston Consulting Group (BCG). Positioning of strategic business units was carried out. The desired assortment group of goods was selected, which will help the company to achieve its goals. The basic marketing strategies are offered.

Development of “Quadrello di Ovino”, a Novel Fresh Ewe’s Cheese

This work was performed to produce a new soft ewe’s milk cheese, namely “Quadrello di ovino” (QdO) cheese, to enlarge ewe’s dairy product portfolio of South Italy, barely limited to Pecorino cheese typology. Cheese making was performed applying the technology for “Crescenza” cheese typology with some modifications. In particular, pasteurized ewes’ milk was inoculated with two commercial starter formulations (SF1 and SF2) of Streptococcus thermophilus to obtain two different productions (QdO-P1 and QdO-P2, respectively). Plate counts demonstrated the ability of both starter formulations to drive the fermentation process, since S. thermophilus counts reached 109 CFU/g in both productions. Generally, the two starter formulations did not affect the chemical composition of QdO cheeses that contained, on average, 64.08% dry matter of which approximately 54.99% were fats and 36.39% proteins. Among chemical parameters, significant differences were registered for secondary lipid oxidation state (significantly lower for QdO-P2), fatty acids and volatile organic compounds (VOCs). However, the differences registered among cheese VOCs from were not perceived by the panelists who recognized both cheese productions highly similar, although QdO-P2 cheeses were mostly appreciated by the judges. This study allowed to produce a novel fresh ovine cheese with specific chemical and sensorial characteristics well appreciated by consumers.

Working with Zirconia Implants Requires a Different Approach

The use of ceramic implants has been on the rise in recent years. More and more dental clinicians add this option in their therapy concepts. Also, more and more implant companies add this kind implants to their product portfolio. As mean reason, the growing demand from patients for metal-free restorations can be identified. However, applying zirconia implants is surely not identical to the manipulation of titanium implants. Therefore, it is of utmost importance that practitioners are well informed and decently trained before starting to use these implants. This article gives an overview on the main differences between the 2 types of implants.

100 Years of Growth and Success Story of Nestle India - A Fast Moving Consumer Goods (FMCG) Industry

Background/Purpose: As a Swiss multinational company, Nestle has a subsidiary in India called Nestle India Limited (NIL). In Haryana, the company is headquartered in Gurugram (Gurgaon). Food, beverages, chocolate, and confectioneries are among the company's offerings. Because of Nestle’s focus on its core strengths and its alignment with opportunities available, the company's product portfolio and global presence continue to expand. Nestle celebrated its 100th anniversary in India in 2012 with a new commercial featuring the company's products. Objective: In this paper, we analyze Nestle India's influence on customers during the COVID-19 pandemic, and to know the company's CSR activities. This paper also analyses the FMCG industry evolution in the country. Design/Methodology/Approach This study was undertaken using secondary sources, such as journals and conference articles, annual reports, websites of Nestle Company, the internet, scholarly articles, and social media reviews. A SWOT analysis assessment was made on the company. It is an explorative research case study that aims at identifying the growth of Nestle India Limited-A FMCG industry in the Indian economy. Findings/Results: During the COVID-19 pandemic, the company gained growth. Net income for Nestle India in 2020 is more than 20 billion Indian rupees compared to 19 billion rupees in the year before. Conclusion: Nestle India is a major player in the Indian FMCG market. One of India's top-valued companies, as well as one of the country's top job creators. As part of its mission, Nestle India strives to provide various high-quality, safe-food items at affordable prices. The firm is constantly striving to better understand modern Indian lives and anticipate consumer needs, it is also constantly working to improve its product offerings in terms of convenience, taste, nutrition, and wellness. Paper Type: Company Analysis as a Research Case Study

Analysis of key trends and ways to improve the marketing activities of domestic manufacturers of municipal equipment

The results of the marketing analysis of the market of special equipment for housing and communal services of Russia are presented. Market trends have been analysed, the sales dynamics of municipal machinery have been characterised and segments of the product portfolio of domestic manufacturers have been identified. The article analyzes the features of the development of two key product segments - the segment of snowplows and snow loaders, as well as the segment of garbage trucks. It is proved that they have a high market potential and objective prerequisites for import substitution, but they need to improve marketing support. The authors proposed and justified a set of measures to improve marketing activities, including development of financial instruments to support customers, expansion of the product line, improvement of distribution strategies, optimisation of call centers and the development of exports using state support tools.