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Preference for action: regulatory mode in B2B positioning decision-making

Preference for action: regulatory mode in B2B positioning decision-making PurposeGrounded in regulatory mode theory (RMT), this study aims to investigate the impact of managers’ orientation for action (locomotion and assessment) in business-to-business positioning decision-making.Design/methodology/approachData are collected using a scenario-based experimental design. Study 1 examines whether interest and involvement in recommending a positioning strategy depends on a manager’s regulatory mode orientation. The impact of such orientations on the likelihood of changing a recommended positioning strategy is the focus of Study 2. The moderating effects of task motivation (expected rewards resulting from a recommendation), market feedback and the line manager’s leadership style are examined.FindingsBoth assessment and locomotion are significant determinants of involvement in recommending a positioning strategy. The introduction of motivation as a moderator helps explain differences in level of interest in positioning decision-making. Locomotion, but not assessment, affects the likelihood of changing a recommended positioning strategy. Assessment amplifies the impact of locomotion, while none of the interaction effects between regulatory mode orientation and contextual factors is a significant determinant of changing a positioning strategy.Originality/valueTo the best of the authors’ knowledge, this is the first application of RMT on positioning decision-making. Results from two experiments provide novel insights into the predictive relevance of managers’ preference in terms of involvement with the decision-making process and the likelihood of altering positioning. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Business & Industrial Marketing Emerald Publishing

Preference for action: regulatory mode in B2B positioning decision-making

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0885-8624
DOI
10.1108/JBIM-04-2019-0145
Publisher site
See Article on Publisher Site

Abstract

PurposeGrounded in regulatory mode theory (RMT), this study aims to investigate the impact of managers’ orientation for action (locomotion and assessment) in business-to-business positioning decision-making.Design/methodology/approachData are collected using a scenario-based experimental design. Study 1 examines whether interest and involvement in recommending a positioning strategy depends on a manager’s regulatory mode orientation. The impact of such orientations on the likelihood of changing a recommended positioning strategy is the focus of Study 2. The moderating effects of task motivation (expected rewards resulting from a recommendation), market feedback and the line manager’s leadership style are examined.FindingsBoth assessment and locomotion are significant determinants of involvement in recommending a positioning strategy. The introduction of motivation as a moderator helps explain differences in level of interest in positioning decision-making. Locomotion, but not assessment, affects the likelihood of changing a recommended positioning strategy. Assessment amplifies the impact of locomotion, while none of the interaction effects between regulatory mode orientation and contextual factors is a significant determinant of changing a positioning strategy.Originality/valueTo the best of the authors’ knowledge, this is the first application of RMT on positioning decision-making. Results from two experiments provide novel insights into the predictive relevance of managers’ preference in terms of involvement with the decision-making process and the likelihood of altering positioning.

Journal

Journal of Business & Industrial MarketingEmerald Publishing

Published: May 8, 2020

References

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