Ghasem Zaefarian (Professor of Marketing, Leeds University Business School), IFSEA visiting professor, delivered a conference entitled “Unpacking when and how involvement affects supplier new product performance”, the 7th of February 2024 at ULCO.
He presented the intricate dynamics shaping supplier involvement and its consequential impact on new product performance within the context of international trade and B2B marketing. Ghasem Zaefarian also explaned the varying degrees of supplier engagement throughout the new product development process as a ideas’ generator or codeveloper, highlighting the role played by social capital dimensions and the dark side of trust between buyers and sellers. Through empirical evidence and case studies, the presentation will elucidate the nuanced relationships between supplier collaboration, innovation, and product success and trust as a governance mechanisms among business partners, providing students with actionable insights and frameworks.
Moreover, the professor discussed the contextual factors and business partners’ market-experience and industry-specific considerations that determine the effectiveness of supplier involvement, fostering a deeper understanding of its implications for businesses operating in global markets. Ultimately, the presentation was extremely useful to equip master students with the knowledge and analytical tools necessary to navigate the complexities of supplier dynamics and optimize new product performance in international trade and B2B marketing contexts, applied particularly to seafood products.
