PhD, DBA, and MSc by research theses (SoM)

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Browsing PhD, DBA, and MSc by research theses (SoM) by Supervisor "Baker, Susan"

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    Exploring organisational market learning for innovation within consumer markets: towards a theoretical model
    (2005) Roberts, Deborah Lynn; Palmer, Roger; Baker, Susan
    The centrality of the role of innovation in economic prosperity and organisational renewal has long been recognised. Marketing success is contingent upon the adoption of innovations in new services, new products, processes and ideas. In turn this is dependent upon the consumers’ acceptance and perception of the innovation. Thus understanding consumers and market learning are frequently viewed as a precursor to innovation. There is a consensus view in the literature that consumers should be actively involved in the innovation process and should not be treated as ‘passive’ objects of study. Changes in the market place, combined with the high failure rate of innovations, require organisations to be responsive to changing consumer needs and to adopt both traditional and new methods of market learning. This thesis explores the issue of market learning for innovation in the context of a new marketing, consumption-driven era. The purpose of the study is to explore and contribute to understanding of what market learning processes for innovation are being utilised within global, UK-based fast moving consumer goods (FMCG) organisations. In addition it examines the modes of consumer involvement in the innovation process. In pursuit of this aim the research involved a preliminary study using a combination of qualitative research techniques and included a co-development workshop with consumers and organisations. The main phase of the exploratory research was conducted using the case study methodology. Three co-operators, all global FMCG organisations, assisted in the research. Within each organisation an innovation project was identified, and the market learning processes and consumer involvement was investigated. The data was analysed using a conceptual framework from the extant literature, which reflects the research questions, and key constructs were elicited. The findings and contribution of the study are expressed in the form of an empirically grounded model that combines theories of product innovation management and market orientation with consumer involvement. A common thread running through the model is that of creativity and the use of intuition and tacit knowledge for learning and innovation. In addition, this research provides new insights into the ‘fuzzy-front end’, of the innovation process, where a considerable amount of direct and indirect consumer involvement is taking place. A typology of consumer involvement ranging from ‘passive’ to ‘active’ involvement is also developed and presented. This empirical research is a theory building study and provides opportunities for further research, which are discussed alongside its limitations.
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    Uncovering the links between brand choice and personal values among young consumers in Spain and the UK
    (Cranfield University, 2004-03) Dibley, Anne; Baker, Susan
    This PhD thesis presents an exploratory study examining how successfully the meansend chain model can be applied to 11-12 year old British and Spanish girls, and whether a clear association exists between their personal values and the snacks and clothing brands they choose. This study draws on the subjective-interpretive epistemology, and takes a qualitative, depth interview approach. The author uses the laddering technique to build a mental map ofbenefits offered by different brands, and the personal values that these brands in some way satisfy The author's study makes a methodological contribution to knowledge. Her findings reveal that the means-end chain model can be successfully applied to the 11-12 year old respondents, and that there is a clear association between their personal values and the snacks and clothing brands they select. This study also makes a theoretical contribution to knowledge, revealing the types of personal values satisfied by snacks and clothing brands for these young consumers. All the personal values elicited are inner-directed or outer/other-directed. A trusted brand name, while not always important, often generates reassurance, can increase self-esteem and lead to a deepened sense ofbelonging among the peer group. High levels ofinvolvement can be demonstrated for both sets ofrespondents in both product categories; clothing, in particular, helps the girls define their identities. The author's findings are relevant to both marketing managers and to public policymakers interested in children's health and welfare: respondents feel tremendous pressure to fit in with their peer group, fear social exclusion, and use snacks and clothing products to help them achieve a sense ofbe1onging. The author recommends additional research should be carried out with boys, with different age groups, with different nationalities and with different product categories to further enrich the body ofknowledge relating to children's personal values.
**Copy of record** Please note that the electronic theses currently available on this server have been originally submitted in a paper format. In all cases the bound paper thesis is the copy of record.