0000000000588021
AUTHOR
Anne L. Souchon
Chutzpadik advertising and its effectiveness: Four studies of agencies and audiences
Abstract The creation of advertisements that attract immediate attention and simultaneously provoke thoughts and stimulate ongoing discussions is challenging. Hence, advertisers increasingly use Chutzpadik advertising, which we define as “radical advertising messaging that purposefully transgresses social norms and proscribed topics”. We conduct four studies to identify the dimensions and evaluate the effectiveness of Chutzpadik advertising. The first two studies involve interviews with 12 managers of advertising agencies and 22 members of the Israeli general public (audience members). The interviews reveal Chutzpadik advertising’s dimensions are norm violation, novelty, and audacity. In tw…
Competitive intelligence embeddedness: Drivers and performance consequences
Abstract The proliferation of Web-based information sources and social media draw firms' attention to these channels as sources of competitive intelligence (CI). To date, research has focused mainly on information collection techniques rather than on CI uses and its influence on firm performance. We define CI embeddedness as the extent to which management and employees incorporate CI in daily routines, so that actionable knowledge is transferred throughout the organization. A survey of 124 decision makers reveals positive impact of Web CI sources as well as alliances with information providers on CI embeddedness. Furthermore, while CI embeddedness shows no direct influence on firms’ perform…
Mitigating Coopetition Tensions: The Forgotten Formation Stage
The file attached to this record is the author's final peer reviewed version. The Publisher's final version can be found by following the DOI link. Coopetition entails tensions inherent to collaboration with competitors. This paper focuses on the coopetition formation stage and its effects on the development of tensions. We performed interviews with executives of coopeting firms, create case studies of organizations that initiate and execute coopetition agreements for other firms, and then study firms engaged in mutual coopetition. While this study confirms previous findings that coopetition formation can be deliberate or emergent, it also reveals that the two approaches differ in strategy …