Séminaires de Recherche

Incoherence in Products and BtoB Relationships

Marketing

Intervenant : Ujwal Kayande
Professor of Marketing, Australian National University

16 mai 2012 - HEC Paris campus Salle H033 - De 13:00 à 14:30

Individuals view social objects such as products and relationships from the frame of reference of their beliefs of how the world typically works. For example, if a consumer believes that a powerful car is typically not fuel efficient, she will view a new car’s claim of “more power, less gas” from the frame of reference of those beliefs. What is lesser known is the strong constraining effect of these beliefs on how much individuals value products and relationships. This constraining effect of beliefs results in a phenomenon that we call incoherence.

In this research seminar, I will present a conceptual framework of how the incoherence effect operates, and how it impacts value in both the BtoC as well as the BtoB contexts. While I will provide many examples from the world of products, my main focus will be on the effect of incoherent behaviour by a partner firm in the context of business-to-business exchange relationships. Using a large number of longitudinal reports of industrial buyers and sellers, we find that incoherent behaviour damages relationships even if one partner tries to improve the relationship. This finding provides insights into why exchange relationships that hit a downward spiral can be difficult, if not impossible, to salvage. I will conclude with implications of these findings, and more generally of the effect of incoherence.

In this research seminar, I will present a conceptual framework of how the incoherence effect operates, and how it impacts value in both the BtoC as well as the BtoB contexts. While I will provide many examples from the world of products, my main focus will be on the effect of incoherent behaviour by a partner firm in the context of business-to-business exchange relationships. Using a large number of longitudinal reports of industrial buyers and sellers, we find that incoherent behaviour damages relationships even if one partner tries to improve the relationship. This finding provides insights into why exchange relationships that hit a downward spiral can be difficult, if not impossible, to salvage. I will conclude with implications of these findings, and more generally of the effect of incoherence.

A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Kalle Kraus
Stockholm School of Economics

14 septembre 2018 - HEC Paris - salle T004 - De 14h00 à 16h00


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Shiva Sivaramakrishnan
Rice University

15 juin 2018 - HEC Paris - salle X120 - De 14h00 à 16h00


Finance

Intervenant : Matthieu Bouvard
Desautels Faculty of Management

14 juin 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Xin Wang
Hong Kong University

8 juin 2018 - HEC Paris - salle T004 - De 14h00 à 16h00


Finance

Intervenant : Mikhail Simutin
Rotman School of Management

7 juin 2018 - De 14h00 à 15h15


Finance

Intervenant : Liyan Yang
Rotman School of Management

31 mai 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Hendrik Vollmer
University of Leicester

25 mai 2018 - HEC Paris - salle T020 - De 14h00 à 16h00


Finance

Intervenant : Anton Lines
Columbia Business School

24 mai 2018 - De 14h00 à 15h15


Finance

Intervenant : Ian Martin
LSE

17 mai 2018 - De 14h00 à 15h15


A déterminer

Comptabilité et Contrôle de Gestion

Intervenant : Martin Giraudeau
LSE/Sci. Po

4 mai 2018 - HEC Paris - salle T004 - De 14h00 à 16h00



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