International Journal of Technology Marketing (7 papers in press)
TRIZ as innovation management tool: insights from academic literature
by Roman Teplov, Leonid Chechurin, Daria Podmetina
Abstract: A toolkit of methods assisting creativity and inventive thinking called theory of inventive problem solving (TRIZ in Russian or TIPS in English transcription) has numerous successful practical applications both in manufacturing engineering and services. However, the evidence of TRIZ application in innovation management is limited. To fill this gap this paper presents a systematic literature review of cademic articles discussing TRIZ-based innovation methodologies. Our findings reveal that such elements of TRIZ, like contradiction analysis and the trends of engineering system evolution, are most commonly applied in innovation management, particularly
on the ideation stages. Also TRIZ tools demonstrate good complementarity with QFD1-based methodologies. Additionally to the benefits of TRIZ tools, the results of our study confirmed the subjectivity of solutions and dependence on prior user experience. The application of TRIZ methodology for stimulating innovation process in SMEs is rather rare.
Keywords: TRIZ; management science; innovation management; SME.
Determinants of Pinterest Affinity for Marketers using Antecedents of User-Platform Fit, Design, Technology, and Media Content
by Sunil Hazari, Beheruz N. Sethna, Cheryl O’Meara Brown
Abstract: Social media networks have attracted a large number of users over the year which has increased its potential as a marketing channel. It is important for marketers to investigate characteristics and differentiators in these social media platforms so unique marketing strategies can be used. The Pinterest social media network is a much smaller platform as compared to other larger social media sites such as Facebook, Snapchat, WhatsApp, Instagram, YouTube, and Twitter. Pinterest has a comparatively smaller user base that has been underutilised as a marketing channel. However, Pinterest offers tremendous potential for marketers because of niche appeal in a strong visual medium. Using antecedents of usability, design, user-platform fit, and media content of the Pinterest platform, this study investigated user affinity toward Pinterest. Pinterest affinity, in this study, refers to composite constructs of value, loyalty, and trust experienced by Pinterest users. The results of the study showed that user-platform fit, technical characteristics, design, and purchase intention constructs were important determinants of users affinity toward Pinterest. Based on these findings, managerial implications and recommendations to marketers on Pinterest are discussed.
Keywords: social media; Pinterest affinity; usability; user-platform fit media content; trust; purchase intention.
Hearing enhancement technologies and issues of self-management: a case study
by Ronald C. Beckett
Abstract: It is estimated that a significant proportion of the population will experience some degree of hearing difficulty, particularly later in life. But only about 25% seek technology assistance, generally in the form of a hearing aid. Some that seek help may reject such technology at different stages of potential uptake. Social, technological and cost barriers are cited. One approach to achieving better outcomes considered in this paper is to support patient self-management via the Internet, and a case study of one company combining this concept with a bundle of advanced technologies is presented. What is learned from the case study is considered in relation to a health self-management model, a technology acceptance model and a business model. Each model helps to provide insights into the socio-technical issues involved, but each model on its own only provides a partial view, leading to a suggested need to adopt multiple viewpoints.
Keywords: Audiology; telemedicine; innovation; entrepreneurship; socio-economic norms; continuous learning; technology marketing; business models.
Consumers adoption of wearable technologies: literature review, synthesis, and future research agenda
by Mahdokht Kalantari
Abstract: Wearables devices have emerged as rapidly developing technologies that have the potential to change peoples lifestyles and improve their wellbeing, decisions, and behaviours as well as enhance core business processes. However, the adoption of these devices has been relatively slow when compared to mainstream technologies such as smartphones. Hence, manufacturers and designers show a growing interest to understand the influential factors in adopting these technologies. This will help them improve the features and desirability of these devices in order to wow the consumers and win them over. Researchers in various disciplines have studied consumers adoption of wearable technologies, such as smart glasses and smartwatches using different theories and methodologies. The goal of this paper is to review and synthesise the literature of consumers adoption of wearable technologies, review the applied technology diffusion and adoption theories, identify the influential factors in the adoption decision, and suggest directions for future research.
Keywords: wearable technology; wearable devices; wearables; smart glasses; smartwatch; smart clothing; fashnology; adoption; literature review; future research.
Metaphors in moving images: the effect of metaphor order on message elaboration, ad comprehension, and product attribute beliefs
by LAMPROS GKIOUZEPAS
Abstract: Marketing research has just started to explore metaphor in commercials. The present article builds upon metaphor and visual rhetoric theory in order to theorise and examine metaphor order in the realm of moving images. This study demonstrates that animated video ads that employ a linguistically counter-intuitive metaphor order, such as that a source visual object appears before a target product, increase message elaboration, but they also become more difficult to understand. Further, metaphor order interacts with the conceptual metaphor underlying an ad claim. Ad claims that are consistent with a container conceptual metaphor were found to be more persuasive when the source object appears to be metamorphosed into the product whereas ad claims consistent with a delivery metaphor were more persuasive when the product appears to be metamorphosed into the source object. The present article concludes by discussing the implications of these findings and highlights the importance of rendering visual dimensions psychologically meaningful.
Keywords: Visual metaphor; metaphor order; moving images; advertising; elaboration; comprehension; persuasion; product attribute beliefs .
Special Issue on: Marketing Communications Technology Revisited its Future and Applications
Advertising awards: A message strategy analysis of digital ads.
by Ioanna Yfantidou, Kyriakos Riskos, George Tsourvakas
Abstract: In anticipation of increasing interest in digital advertising, the present study examines the message strategy of digital Clio award-winning advertisements over a period of nine years. A sample of 291 digital ads (including TV, film, social media, mobile and Facebook ads) from Clio Awards was content analysed. The results indicate that the ritual view is dominant across all organisational types and product categories regardless of the country of origin. However, the finding supports that award winning marketers prefer to either alter consumers social profile or advertise rational information for their products.
Keywords: advertising; Clio Awards; international marketing; message strategy; digital advertising.
Special Issue on: Marketing Communications Technology Revisited, its Future and Applications
Communication Does Matter: A Literature Review Approach on Integration in the NPD process.
by Thomas Fotiadis
Abstract: Integration has been the subject of extensive research, due to its central role as a critical factor for success in the launching of new/innovative technological products. The intense research activity particularly with respect to its application in the marketing and R&D departments of high-tech companies is inferred principally as the result of the turbulent and volatile environment and as a chain-reaction of the very demanding conditions that characterise the sector. This article assumes a literature review approach which, in a compact yet fairly integrated manner, delimits the concept of integration and describes the framework of the sectors idiosyncrasies in order to provide the necessary conceptual building stones that comprise the models frameworks developed and adopted so far and their respective implications, regarding the integration of the two key functional departments marketingand R&D.
Keywords: Integration; new product development; high tech; innovation; NPD process.