Purpose – The world's leading manufacturers of fast moving consumer goods (FMCGs) generate up... more Purpose – The world's leading manufacturers of fast moving consumer goods (FMCGs) generate up to 50 per cent of their revenues in emerging markets. Simulated test marketing (STM) is a common practice deployed by these companies to forecast new product sales. Emerging markets represent only a small portion of the global STM business. The purpose of this paper is to incorporate and further explore some key trends anticipated in the development of the future generation of STM models by drawing specific attention to the issues currently experienced in one of the emerging markets, Russia. Design/methodology/approach – A quantitative survey of Russian client-side marketing experts provides strong evidence for the need to further improve and modify STM methods, addressing new challenges in rapidly developing markets of Eastern Europe, the Middle East, Asia, Latin America and Africa. Findings – Marketers in Russia believe many STM approaches poorly reflect the nuances and characteristics of their markets. This has implications for global players targeting emerging markets based on assumptions formed for STM in their home markets. Research limitations/implications – This is a preliminary study which warrants following up. Its basis in Russia arguably has implications for other emerging markets, but whether these findings are evident in other markets needs to be tested. Practical implications – FMCG companies in Russia would appreciate a flexible, proactive, “client-oriented” approach as opposed to conservative, “model-centered” services based on “global” execution standards. This would lead to the co-creation of STM models that could achieve more accurate forecasts in emerging markets and achieve a greater level of confidence in the use of STM among multinational FMCG companies. Originality/value – The research undertaken leads to a general conclusion that although traditional STM models have attained relatively high awareness among FMCGs in Russia, their use is still limited as there is a perception of this being a research instrument that would need adaptation to the Russian market. Instead, simpler, cheaper and less time consuming alternatives are often employed, such as expert assessments, basic quantitative or qualitative tests. Although the most commonly acknowledged advantages of STM are well understood in Russia, there are some key barriers to its widespread adoption: poor quality or insufficient market data, lack of local market experience and validations, lower forecast accuracy as compared to “western” markets, low flexibility in terms of design and cost.
Springer proceedings in business and economics, 2019
As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods r... more As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods represents for them both a risky activity and a necessity. At the same time, retailers keep investing in developing Private Label products. This paper aims to understand the role played by manufacturers and retailers in radical innovations in the CPG industry. Two datasets by Kantar Worldpanel are analysed, including all radical innovations launched in Spain between 2012 and 2016 across the 31 most innovative categories. Results indicate that Manufacturer Brands play a leading role in radical innovation, despite the difficulties they face in achieving distribution and the challenge of Private Label “me-toos”. Furthermore, in most categories with a high number of innovations the growth of PL market share slows down. The paper suggests that manufacturers need to keep innovating in order to hinder the development of private labels and to preserve their position in the channel.
... 1 high level of productivity, due to the quick and easy process of meal preparation ... half ... more ... 1 high level of productivity, due to the quick and easy process of meal preparation ... half of 2001 they introduced an unbranded pasta corner, to test the impact that this ... achieving a successful penetration of the foodservice market; a new product, as technological innovation in the ...
PurposeThis paper aims to shed light on features of successful innovation and on the role played ... more PurposeThis paper aims to shed light on features of successful innovation and on the role played by downstream open innovation (OI) dynamics in the Fast Moving Consumer Goods (FMCG) industry. It also explores the reasons for the decline in the number of disruptive innovations in this industry in the European Union (EU).Design/methodology/approachThe authors interpret the data in a Kantar consumer panel dataset on disruptive innovations in Spain through an exploratory research including in-depth interviews with 19 managers in the industry.FindingsResults show that downstream open innovation in this industry is mostly limited to the executional stage in the process and highlight the crucial role played by the point of purchase in the success of innovations. The authors build up a virtuous circle of innovation based on features such as the use of OI processes, company focus and marketing support, transparency and collaboration with retailers, as well as the product's uniqueness and...
Advances in National Brand and Private Label Marketing, 2019
As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods r... more As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods represents for them both a risky activity and a necessity. At the same time, retailers keep investing in developing Private Label products. This paper aims to understand the role played by manufacturers and retailers in radical innovations in the CPG industry. Two datasets by Kantar Worldpanel are analysed, including all radical innovations launched in Spain between 2012 and 2016 across the 31 most innovative categories. Results indicate that Manufacturer Brands play a leading role in radical innovation, despite the difficulties they face in achieving distribution and the challenge of Private Label “me-toos”. Furthermore, in most categories with a high number of innovations the growth of PL market share slows down. The paper suggests that manufacturers need to keep innovating in order to hinder the development of private labels and to preserve their position in the channel.
Over the past few years, a growing body of literature has been discussing the emergence of brand ... more Over the past few years, a growing body of literature has been discussing the emergence of brand online communities (OBCs) as a way for companies across different sectors to directly interact with consumers and as a marketing tool.
Purpose The purpose of this study is to provide a better understanding of customer brand engageme... more Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs). Design/methodology/approach The model is tested using a sample of 584 participants in two relevant OBCs created and managed by brand fans. Specifically, data were collected from two communities in the photography products category: Nikonistas and Canonistas. Findings The results indicate that community and brand identification positively and significantly influence CBE. Furthermore, the supporting role of OBCs’ moderators facilitates CBE and moderates the influence of community identification on CBE. Regarding the outcomes of CBE, the results show that higher levels of engagement are positively, directly and significantly associated with favorable intentions towards the brand and the community. These effects are then mediated by brand affective ...
Purpose – The world's leading manufacturers of fast moving consumer goods (FMCGs) generate up... more Purpose – The world's leading manufacturers of fast moving consumer goods (FMCGs) generate up to 50 per cent of their revenues in emerging markets. Simulated test marketing (STM) is a common practice deployed by these companies to forecast new product sales. Emerging markets represent only a small portion of the global STM business. The purpose of this paper is to incorporate and further explore some key trends anticipated in the development of the future generation of STM models by drawing specific attention to the issues currently experienced in one of the emerging markets, Russia. Design/methodology/approach – A quantitative survey of Russian client-side marketing experts provides strong evidence for the need to further improve and modify STM methods, addressing new challenges in rapidly developing markets of Eastern Europe, the Middle East, Asia, Latin America and Africa. Findings – Marketers in Russia believe many STM approaches poorly reflect the nuances and characteristics of their markets. This has implications for global players targeting emerging markets based on assumptions formed for STM in their home markets. Research limitations/implications – This is a preliminary study which warrants following up. Its basis in Russia arguably has implications for other emerging markets, but whether these findings are evident in other markets needs to be tested. Practical implications – FMCG companies in Russia would appreciate a flexible, proactive, “client-oriented” approach as opposed to conservative, “model-centered” services based on “global” execution standards. This would lead to the co-creation of STM models that could achieve more accurate forecasts in emerging markets and achieve a greater level of confidence in the use of STM among multinational FMCG companies. Originality/value – The research undertaken leads to a general conclusion that although traditional STM models have attained relatively high awareness among FMCGs in Russia, their use is still limited as there is a perception of this being a research instrument that would need adaptation to the Russian market. Instead, simpler, cheaper and less time consuming alternatives are often employed, such as expert assessments, basic quantitative or qualitative tests. Although the most commonly acknowledged advantages of STM are well understood in Russia, there are some key barriers to its widespread adoption: poor quality or insufficient market data, lack of local market experience and validations, lower forecast accuracy as compared to “western” markets, low flexibility in terms of design and cost.
Springer proceedings in business and economics, 2019
As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods r... more As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods represents for them both a risky activity and a necessity. At the same time, retailers keep investing in developing Private Label products. This paper aims to understand the role played by manufacturers and retailers in radical innovations in the CPG industry. Two datasets by Kantar Worldpanel are analysed, including all radical innovations launched in Spain between 2012 and 2016 across the 31 most innovative categories. Results indicate that Manufacturer Brands play a leading role in radical innovation, despite the difficulties they face in achieving distribution and the challenge of Private Label “me-toos”. Furthermore, in most categories with a high number of innovations the growth of PL market share slows down. The paper suggests that manufacturers need to keep innovating in order to hinder the development of private labels and to preserve their position in the channel.
... 1 high level of productivity, due to the quick and easy process of meal preparation ... half ... more ... 1 high level of productivity, due to the quick and easy process of meal preparation ... half of 2001 they introduced an unbranded pasta corner, to test the impact that this ... achieving a successful penetration of the foodservice market; a new product, as technological innovation in the ...
PurposeThis paper aims to shed light on features of successful innovation and on the role played ... more PurposeThis paper aims to shed light on features of successful innovation and on the role played by downstream open innovation (OI) dynamics in the Fast Moving Consumer Goods (FMCG) industry. It also explores the reasons for the decline in the number of disruptive innovations in this industry in the European Union (EU).Design/methodology/approachThe authors interpret the data in a Kantar consumer panel dataset on disruptive innovations in Spain through an exploratory research including in-depth interviews with 19 managers in the industry.FindingsResults show that downstream open innovation in this industry is mostly limited to the executional stage in the process and highlight the crucial role played by the point of purchase in the success of innovations. The authors build up a virtuous circle of innovation based on features such as the use of OI processes, company focus and marketing support, transparency and collaboration with retailers, as well as the product's uniqueness and...
Advances in National Brand and Private Label Marketing, 2019
As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods r... more As manufacturers face a decreasing channel power, radical innovation in Consumer Packaged Goods represents for them both a risky activity and a necessity. At the same time, retailers keep investing in developing Private Label products. This paper aims to understand the role played by manufacturers and retailers in radical innovations in the CPG industry. Two datasets by Kantar Worldpanel are analysed, including all radical innovations launched in Spain between 2012 and 2016 across the 31 most innovative categories. Results indicate that Manufacturer Brands play a leading role in radical innovation, despite the difficulties they face in achieving distribution and the challenge of Private Label “me-toos”. Furthermore, in most categories with a high number of innovations the growth of PL market share slows down. The paper suggests that manufacturers need to keep innovating in order to hinder the development of private labels and to preserve their position in the channel.
Over the past few years, a growing body of literature has been discussing the emergence of brand ... more Over the past few years, a growing body of literature has been discussing the emergence of brand online communities (OBCs) as a way for companies across different sectors to directly interact with consumers and as a marketing tool.
Purpose The purpose of this study is to provide a better understanding of customer brand engageme... more Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs). Design/methodology/approach The model is tested using a sample of 584 participants in two relevant OBCs created and managed by brand fans. Specifically, data were collected from two communities in the photography products category: Nikonistas and Canonistas. Findings The results indicate that community and brand identification positively and significantly influence CBE. Furthermore, the supporting role of OBCs’ moderators facilitates CBE and moderates the influence of community identification on CBE. Regarding the outcomes of CBE, the results show that higher levels of engagement are positively, directly and significantly associated with favorable intentions towards the brand and the community. These effects are then mediated by brand affective ...
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Papers by Nicoletta Occhiocupo