hugo godoy | Universidad Andrés Bello (original) (raw)
Papers by hugo godoy
The objective of the research was to map the most important global megatrends affecting the busin... more The objective of the research was to map the most important global megatrends affecting the business and marketing environment and to analyze and understand how the changed environment will affect the practice and performance of marketing communication in the next decade. For identifying the global megatrends, a comprehensive literature review was initiated. For understanding the future changes in marketing communication an experts questionnaire survey was carried out in four countries-Croatia, Finland, Hungary, and India-in 2015. For the purpose of this paper, the data for Croatia, Hungary and India were picked out and analyzed. The research provided the possibility of comparing how experts and opinion leaders from the big emerging, and the two small transition countries evaluated the effects of the global megatrends on business environment, and how they thought the changed business environment would influence the future of marketing communication in their countries. The findings proved that the explored megatrends would have and important-however in the two regions differently evaluated-effect on marketing communication. The content, the used communication tools and the spending on marketing communication are the fields, which will influence the performance of the companies' marketing communication, and where radical changes are expected.
If you would like to write for this, or any other Emerald publication, then please use our Emeral... more If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
This paper explores the role of relationships in the emergence of a network's value creation stru... more This paper explores the role of relationships in the emergence of a network's value creation structure. The strategic navigation from creative exploration to global exploitation through the use of so-called transformation networks is particularly highlighted. The creativity phase requires a creator with visionary leadership. The commercialisation phase, on the other hand, requires technology integration and global marketing excellence. Realising that this requires more than a bright inventor, the creator of Anoto brought in the right complementary assets at distinct phases of the commercialisation process. Our case illustrates how integrator and marketeer profiles were brought into a networked act of entrepreneurship for joint navigation across an ocean of relationships that gave birth to a global standard for digital writing. By combining theories on open innovation and networking, a theoretical framework is developed to analyse the different nature of the networks (or the value creation structure) in which complementary assets can be accessed, transferred and transformed into commercialised innovation. The analysis suggests that the value of complementary assets are embedded in and unlocked by three distinct types of networks: creativity networks, transformation networks and process networks. It also suggests that the ideal approach to accessing complementary assets shifts over the research and development management process, and happens through these three different types and levels of networks, requiring fundamentally different approaches to leadership and relationship management. Current literature describes open and networked innovation as a continuous-not dynamic-process of exploration and exploitation without any distinction of how types and structures of networks evolve and interact in the process.
The aim of this article is to investigate to what extent small-firm foreign patents differ from t... more The aim of this article is to investigate to what extent small-firm foreign patents differ from those of their larger counterparts. The research setting consists of the population of U.S.-owned small and large businesses with patent applications at the World Intellectual Property Organization during 1996-2006 in the emerging field of nanotechnology. Findings reveal a significant and growing contribution of small firms to the globalization of patents. The analysis also suggests that small-firm patents tend to be more novel and embedded in domestic innovation networks than large-firm patents. Policy implications are multiple, including putting international patenting on the policy agenda and helping highly innovative small companies to explore foreign commercial opportunities in new markets of capital and technology.
This paper builds on existing theoretical and empirical studies in the area of entrepreneurial op... more This paper builds on existing theoretical and empirical studies in the area of entrepreneurial opportunity identification and development. It utilizes Dubin's [Theory Building, (second ed.). Free Press, New York, 1978.] theory building framework to propose a theory of the opportunity identification process. It identifies entrepreneur's personality traits, social networks, and prior knowledge as antecedents of entrepreneurial alertness to business opportunities. Entrepreneurial alertness, in its turn, is a necessary condition for the success of the opportunity identification triad: recognition, development, and evaluation. A theoretical model, laws of interaction, a set of propositions, and suggestions for further research are provided. D
The objective of the research was to map the most important global megatrends affecting the busin... more The objective of the research was to map the most important global megatrends affecting the business and marketing environment and to analyze and understand how the changed environment will affect the practice and performance of marketing communication in the next decade. For identifying the global megatrends, a comprehensive literature review was initiated. For understanding the future changes in marketing communication an experts questionnaire survey was carried out in four countries-Croatia, Finland, Hungary, and India-in 2015. For the purpose of this paper, the data for Croatia, Hungary and India were picked out and analyzed. The research provided the possibility of comparing how experts and opinion leaders from the big emerging, and the two small transition countries evaluated the effects of the global megatrends on business environment, and how they thought the changed business environment would influence the future of marketing communication in their countries. The findings proved that the explored megatrends would have and important-however in the two regions differently evaluated-effect on marketing communication. The content, the used communication tools and the spending on marketing communication are the fields, which will influence the performance of the companies' marketing communication, and where radical changes are expected.
If you would like to write for this, or any other Emerald publication, then please use our Emeral... more If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services. Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.
This paper explores the role of relationships in the emergence of a network's value creation stru... more This paper explores the role of relationships in the emergence of a network's value creation structure. The strategic navigation from creative exploration to global exploitation through the use of so-called transformation networks is particularly highlighted. The creativity phase requires a creator with visionary leadership. The commercialisation phase, on the other hand, requires technology integration and global marketing excellence. Realising that this requires more than a bright inventor, the creator of Anoto brought in the right complementary assets at distinct phases of the commercialisation process. Our case illustrates how integrator and marketeer profiles were brought into a networked act of entrepreneurship for joint navigation across an ocean of relationships that gave birth to a global standard for digital writing. By combining theories on open innovation and networking, a theoretical framework is developed to analyse the different nature of the networks (or the value creation structure) in which complementary assets can be accessed, transferred and transformed into commercialised innovation. The analysis suggests that the value of complementary assets are embedded in and unlocked by three distinct types of networks: creativity networks, transformation networks and process networks. It also suggests that the ideal approach to accessing complementary assets shifts over the research and development management process, and happens through these three different types and levels of networks, requiring fundamentally different approaches to leadership and relationship management. Current literature describes open and networked innovation as a continuous-not dynamic-process of exploration and exploitation without any distinction of how types and structures of networks evolve and interact in the process.
The aim of this article is to investigate to what extent small-firm foreign patents differ from t... more The aim of this article is to investigate to what extent small-firm foreign patents differ from those of their larger counterparts. The research setting consists of the population of U.S.-owned small and large businesses with patent applications at the World Intellectual Property Organization during 1996-2006 in the emerging field of nanotechnology. Findings reveal a significant and growing contribution of small firms to the globalization of patents. The analysis also suggests that small-firm patents tend to be more novel and embedded in domestic innovation networks than large-firm patents. Policy implications are multiple, including putting international patenting on the policy agenda and helping highly innovative small companies to explore foreign commercial opportunities in new markets of capital and technology.
This paper builds on existing theoretical and empirical studies in the area of entrepreneurial op... more This paper builds on existing theoretical and empirical studies in the area of entrepreneurial opportunity identification and development. It utilizes Dubin's [Theory Building, (second ed.). Free Press, New York, 1978.] theory building framework to propose a theory of the opportunity identification process. It identifies entrepreneur's personality traits, social networks, and prior knowledge as antecedents of entrepreneurial alertness to business opportunities. Entrepreneurial alertness, in its turn, is a necessary condition for the success of the opportunity identification triad: recognition, development, and evaluation. A theoretical model, laws of interaction, a set of propositions, and suggestions for further research are provided. D