Draft survey

Step 4

Expert-Judges of Face Validity

Step 5 Pre-test Step 6 Final survey S STTAAGGEEOONNEE ITEM GENERATION S STTAAGGEETTWWOO ITEM REFINEMENT

Guidelines for item generation and item modification

Likert scale

Expert judges

97 Measuring Market Orientation

In accordance with the literature on market orientation discussed in Section 2.4, 8 items measuring market orientation adopted from Zhou et al. (2008) were placed into an initial item pool. Some example items of this scale are:

MO1: Our business objectives are driven primarily by customer satisfaction.

MO2: Our strategies are driven by beliefs about how we can create greater value for customers.

MO3: We emphasize constant commitment to serving customer needs. MO4: We regularly communicate information on customer needs across all business functions.

Measuring Brand Orientation

In accordance with literature on brand orientation discussed in Section 2.5, 11 items measuring brand orientation adapted and refined from Reid et al. (2005) and Gromark and Melin (2010) were placed in an initial item pool. Some example items of this scale are:

BO1: Branding is central to corporate decisions and the corporate mission. BO2: Creating, developing, and/or protecting the brand is/are understood by everyone to be top priorities for our business.

BO3: Developing a strong brand is regarded as an integral part of our business model.

98 Measuring Product Innovation Capability

In accordance with literature product innovation capability discussed in Section 2.4, 5 items measuring product innovation capability adopted from Hurley and Hult (1998) and Nakata et al. (2011) were placed in initial item pool. Some example items of this scale are:

PIC1: This firm invests a great percentage of its revenue in research & development.

PIC2: Other firms (competitors) in the industry see this product brand as highly innovative.

PIC3: This firm incorporates cutting edge managerial and technological innovations in its operations when developing this product brand.

PIC4: This firm introduces this product brand to the market before any of its competitors who produce similar product types.

Measuring Brand Equity

In accordance with literature on brand equity discussed in Section 2.5, 3 items measuring brand equity adapted and refined from Keller (1993) and Build et al. (2013) were placed in initial item pool. Some example items of this scale are:

BE1: We have built strong brand awareness in the target market. BE2: We have built a solid brand reputation.

99 Measuring Transformational Leadership

In accordance with literature on leadership discussed in Section 2.7, transformational leadership was operationalised as a multi-dimensional construct consisting of intellectual stimulation, idealised influence (attributed and behaviour), inspirational motivation, and individualised consideration. 20 items measuring transformational leadership adopted from Bass (1985) were placed in initial item pool. Some example items of this scale are:

Intellectual Stimulation

TFL1: Re-examines critical assumptions to question whether they are appropriate.

TFL2: Seeks differing perspectives when solving problems.

Idealised Influence (attributed)

TFL3: Instils pride in others for being associated with him/her. TFL4: Goes beyond self-interest for the good of the group.

Idealised Influence (Behaviour)

TFL5: Talks about his/her most important values and beliefs.

TFL6: Specifies the importance of having a strong sense of purpose.

Inspirational Motivation

TFL7: Talks enthusiastically about what needs to be accomplished. TFL8: Articulates a compelling vision of the future.

Individualised Consideration

TFL9: Spends time teaching and coaching.

TFL10: Considers each individual as having different needs, abilities and aspirations from others.

100 Measuring Customer Value Creation

In accordance with literature on value discussed in Section 2.2, customer value creation was operationalised as a multi-dimensional construct consisting of performance value, pricing value, relationship building value, and co-creation value. 21 items measuring customer value creation adopted from O’Cass and Ngo (2011) were placed in initial item pool. Some example items of this scale are:

Performance Value

CVC1: Ensures my firm’s personal preferences are satisfied. CVC2: Delivers quality product.

Pricing Value

CVC3: Provides my firm with price policies that are consistent and accurate.

CVC4: Provides my firm more beneficial price policies compared to that of other suppliers of the same product.

Relationship Building Value

CVC5: Has committed to ensure that my firm has easy access to their business at any time.

CVC6: Has committed to ensure rapid response standards to deal with any of my firm’s enquiry.

Co-creation Value

CVC7: Works together with my firm to produce offerings that mobilize my firm.

CVC8: Interacts with my firm to design offerings that meet our unique and changing needs.

101 Measuring Firm Value Appropriation

In accordance with literature on value discussed in Section 2.2, 4 items measuring firm value appropriation adapted and refined from Durand et al. (2008) and McNamara et al. (2013) were placed in initial item pool. Some example items of this scale are:

FVA1: Profitability is

FVA2: Return on investment is FVA3: Return on sales is