Marianela Fornerino
Venezuela
Associate Professor, Marketing
Areas of expertise
Innovation Adoption, Consumer Behavior, Satisfaction, Experential Marketing
Contact
+33 4 76 70 64 26 - Office F706
|
Articles in Refeered Journals
|
When developing new products, most firms use cross-functional teams, but research on the effect of functional diversity on new product performance returns heterogeneous results. We propose a measure of competence diversity that is more comprehensive than the common functional diversity proxy. Empirical findings, based on a survey of 142 product and sales managers, support the improved predictive validity of our scale. We further observe a mediating effect of the instrumental use of information in the competence diversity–new product performance relationship. Finally, we discuss the moderating effect of familiarity among team members on the relationship between competence diversity and the instrumental use of information.
|
|
Ninety seven percents of firms have already used inter-functional teams to develop their new products. Under which conditions is this strategy effective? The purpose of this paper is twofold: First, it proposes a synthesis of the mechanisms by which inter-functionality leads to greater new product performance. Second, it highlights, within a sample of 157 product managers, that team familiarity is a key variable so that inter-functionality induces the expected increase in new product performance. To conclude, the managerial consequences of these results are discussed.
|
|
Through a survey, the authors show that the opinions of managers on management control (i.e. their attitude) influence their degree of participation in the management control process, by enhancing the transmission of information or the use of management control output. They also show that this attitude is significantly more favorable when controllers use specific techniques of interpersonal oral communication
|
|
The diffusion of innovation models developed in marketing are applied to the adoption of Internet in France. The most classical of them, the Bass model is adjusted to the estimations of Médiamétrie. The NUI model (Easingwood, Mahajan and Muller, 1983) has been utilised to introduce the network externalities by an increasing influence of the previous adopters on the adoption. Some predictions of the penetration of Internet in France are proposed
|
Books
|
The work present and illustrate the most representative 500 notions of the marketing in an accessible) and rigorous style.
|
Papers in Refereed Conference Proceedings(Only the 10 latest publications are displayed)
|
Strategic Marketing of High-Tech Products
|
|
|