RESEARCH PROPOSAL

Presented to:
Sir Faheem Athar Haqqani
Presented By:
Waqas Malik Uttra 10-047
Haseeb Mirza 10-145
Muhammad Bilal 10-057
ani!al "halid 10-15#
Faiz $iz%an 10-11#
DEPARTMENT OF BUSINESS ADMINISTRATION
UNIVERSITY OF SARGODHA
University of Sargodha, Sargodha, Pakistan
Department of Business Administration
Synopsis for the Term Paper of Marketing Research
Progr! MBA &'5' BBA
(ame )* Student 1 Waqas Malik Uttra
$e+istrati)n ()' BBAF10M047
(ame )* Student , Haseeb Mirza
$e+istrati)n ()' BBAF10-145
(ame )* Student & Muhammad Bilal
$e+istrati)n ()' BBAF10M057
(ame )* Student 4 ani!al "halid
$e+istrati)n ()' BBAF10-15#
(ame )* Student 5 Faiz $iz%an
$e+istrati)n ()' BBAF10-11#
ate )*
.)mmen/ement )*
Semester
Februar! 17
th
,014
N!e o" Reser#$ S%&er'(sor Faheem Athar Haqqani
Me!)ers o" S%&er'(sory Co!!(ttee
1'
,'
&'
4'
T(t*e o" Reser#$ Pro&os* 0n1esti+atin+ the r)le )* 2rm res)ur/es and
en1ir)nmental 1ariables in ne% 3r)du/t
/)mmer/ializati)n
Waqas Malik Uttra BBAF10M047
Haseeb Mirza BBAF10-145
Muhammad Bilal BBAF10M057
ani!al "halid BBAF10-15#
Faiz $iz%an BBAF10-11#
S%!!ry o" t$e Reser#$ Pro&os*
.)n/edin+ the 3resen/e )* 3er1asi1e te/hn)l)+i/al and market turbulen/e in hi+h-te/h
markets4 3ri)r resear/hes ha1e em3hasized the im3)rtan/e )* rene%al )* 2rm5s e6istin+
kn)%-h)% b! a/quirin+ ne% kn)%-h)%5s in )rder t) /)ntinu)usl! de1el)3 and intr)du/e
su//ess*ul inn)1ati1e 3r)du/ts' H)%e1er4 )ur literature re1ie% hi+hli+hted s/ar/it! )*
em3iri/al resear/h in1esti+atin+ the in*luen/e )* en1ir)nmental *a/t)rs )n the 2rm5s 7A0
and the r)le )* 2rm res)ur/es )n these relati)nshi3s' Addressin+ this /riti/al resear/h +a3
%ill be the 3rimar! m)ti1ati)n behind the 3resent stud! and )ur *)/used literature re1ie%
resulted in a %ell de*ined the)reti/al *rame%)rk4 %hi/h %ill be tested em3iri/all! t)
as/ertain the relati)nshi3s )* en1ir)nmental 1ariables )n the 2rm5s 7A0'
Introd%#t(on
Hi+h-te/h industries are /hara/terized b! turbulent en1ir)nment )%in+ t) d!nami/
/ust)mer needs4 sh)rter te/hn)l)+! li*e-/!/les4 and hi+her /)m3etiti1e intensit! that
t)+ether makes the e6istin+ 3r)du/t )**erin+ )bs)lete at mu/h *aster 3a/e'
8M)hr4 ,0019 Sa:i and ;ain4 ,00<='
7he %ind)% )* )33)rtunit! *)r 3r)du/ts and te/hn)l)+ies is t!3i/all! narr)% in these
industries4 and 2rms are le*t %ith n) /h)i/e but t) rel! )n te/hn)l)+i/al inn)1ati)n and
their trans*)rmati)n int) su//ess*ul ne% 3r)du/ts *)r their sur1i1al and +r)%th
8Atuahene->ima and Murra!4 ,0079 .hristensen et al'4 ,00?9 @rahalad and Hamel4 1##0='
Firms res3)nd t) the en1ir)nmental /hallen+es )* hi+h-te/h industr! b! indul+in+ in
/)ntinu)us inn)1ati)n and /)mmer/ializati)n )* ne% 3r)du/ts' A t!3i/al hi+h-te/h 2rm
s3ends ab)ut 10 t) ,0 3er /ent )* its annual re1enue in de1el)3in+ ne% 3r)du/ts'
8>)!al and Menke4 ,00<='
and the 2rm5s market /a3italizati)n is 3red)minantl! in*luen/ed b! the 3r):e/ted
/)mmer/ial su//ess )* ne% te/hn)l)+ies'
8S))d and 7ellis4 ,00#='
Hen/e4 te/hn)l)+! sele/ti)n *)r ne% 3r)du/t /)mmer/ializati)n is termed as an im3)rtant
mana+erial de/isi)n in hi+h te/h 2rms'
8"rishnan and Bhatta/har!a4 ,00,9 M)r)ne4 1#?#9 .lark4 1#?#='
7e/hn)l)+! sele/ti)n *)r 3ursuin+ the ne% 3r)du/t de1el)3ment 3r)/ess 1aries a/r)ss
2rms and markets4 and is bein+ /)nsidered as an im3)rtant de/isi)n t) realize the
strate+i/ )b:e/ti1es )* the 2rm'
8ussau+e et al'4 1##,9 Shehabuddeen et al'4 ,00<9 7ushman and $)senk)3*4 1##,='
7here*)re the net%)rk en1ir)nment4 in %hi/h a hi+h-te/h 2rm )3erates4 e6erts si+ni*i/ant
in*luen/e )n mana+erial de/isi)ns like te/hn)l)+! a/quisiti)n *)r (@ 3r)/ess'
Market side 1ie% )* te/hn)l)+! e1)luti)n su++ests that demand related *a/t)rs m)ti1ate
te/hn)l)+i/al /han+es and the de/isi)n t) a/quire a ne% te/hn)l)+! de3ends )n /ust)mer
dri1en standards4 di1ersit! in 3re*eren/es4 and bene*its deri1ed *r)m the 3resen/e )* )ther
/ust)mers in the net%)rk'
8Adner and Ae1inthal4 ,0019 .)hen and Ae1inthal4 1##0='
Waqas Malik Uttra BBAF10M047
Haseeb Mirza BBAF10-145
Muhammad Bilal BBAF10M057
ani!al "halid BBAF10-15#
Faiz $iz%an BBAF10-11#
Sur3risin+l!4 there is a dearth )* em3iri/al resear/h that /)uld ha1e as/ertained the
in*luen/e )* en1ir)nmental 1ariables )n a 2rm5s te/hn)l)+! a/quisiti)n in the (@
3r)/ess4 %hi/h has been the 3rimar! m)ti1ati)n behind the 3resent stud!' 0n )rder t)
address this /riti/al resear/h +a34 a *)/used literature sur1e! %ill be /)ndu/ted t) e63l)re
the relati)nshi3s am)n+ the en1ir)nmental 1ariables4 2rm5s te/hn)l)+! a/quisiti)n intent
87A0=4 and its e**e/t )n (@ 3r)/ess' 7he literature re1ie% has lead t) a /)m3rehensi1e
the)reti/al *rame%)rk4 %hi/h %as then em3iri/all! tested b! /)ndu/tin+ a sur1e! am)n+
the ,15 hi+h-te/h 2rms' 7he results %ill hi+hli+ht the 1ariables that in*luen/e the 2rm5s
7A0 and its e**e/t )n the (@ 3r)/ess'
Stte!ent o" t$e Pro)*e!
What is the r)le )* e6ternal 1ariables )n a *irm5s 7e/hn)l)+! A/quisiti)n 0ntent87A0= *)r
3ursuin+ the (e% @r)du/t e1el)3ment8(@= 3r)/ess
Reser#$ Met$odo*ogy nd Mode*
"'B' Sa:i and Shashi Shekhar Mishra B)lume ,, C (umber 1 C ,01& C 1?D,# ;)urnal )* @r)du/t E Brand Mana+ement
@)3ulati)n )* resear/h in/ludes ,15 hi+h te/hn)l)+! *irms ar)und >l)be' 7he sam3lin+
*rame /)nsist )* all the members )* hi+h te/h-*irms and members are 17,# '$esear/h %ill
be /)ndu/ted thr)u+h -mail %ith atta/hed /)3! )* Stru/tured Fuesti)nnaire'
A*ter stud!in+ all the 1ariables 7 H!3)thesis %ere made t) test and the! areG

H1' -mer+en/e )* d)minant desi+n in/reases a 2rm5s te/hn)l)+! a/quisiti)n intent'
H,' 0n the 3resen/e )* d)minant desi+n4 the 2rms %ith lar+er res)ur/es %ill e6hibit
+reater 3r)3ensit! t) a/quire a ne% te/hn)l)+!4 /)m3ared t) 2rms %ith *e%er res)ur/es'
H&' 0n/reasin+ market heter)+eneit! in/reases a 2rm5s te/hn)l)+! a/quisiti)n intent'
Waqas Malik Uttra BBAF10M047
Haseeb Mirza BBAF10-145
Muhammad Bilal BBAF10M057
ani!al "halid BBAF10-15#
Faiz $iz%an BBAF10-11#
Market
heter)
8MH=
(et%)rk
-6ternalitie
s
8(-H7=
7e/hn)l)+!
A/quisiti)n
0ntent
87A0=
)minant
esi+n
8=
Firm
$es)ur/es
8F$=
(e%
@r)du/t
.)mm'
8(@.=
H4' Firms 3)ssessin+ lar+e res)ur/es %ill e6hibit +reater 3r)3ensit! t) a/quire ne%
te/hn)l)+! as market heter)+eneit! in/reases4 /)m3ared t) 2rms %ith *e%er res)ur/es'
H5' Hi+her net%)rk e6ternalities in/reases a 2rm5s te/hn)l)+! a/quisiti)n intent'
H<' Firms 3)ssessin+ lar+e res)ur/es %ill e6hibit +reater 3r)3ensit! t) a/quire ne%
te/hn)l)+! as net%)rk e6ternalities in/reases4 /)m3ared t) 2rms %ith *e%er res)ur/es'
H7' Firm5s in/reasin+ te/hn)l)+! a/quisiti)n 3r)3ensit! enhan/es the su//ess )* ne%
3r)du/t /)mmer/ializati)n'
0n )rder t) 1alidate the the)reti/al *rame%)rk4 3ath anal!sis and hierar/hi/al re+ressi)n
anal!sis %ill be 3er*)rmed t) test the stru/tural m)del and m)deratin+ e**e/t )* the 2rm
res)ur/es'
@ath anal!sis %ill be 3er*)rmed t) e6amine the relati)nshi3 bet%een inde3endent
1ariables4 mediat)r 1ariable and de3endent 1ariable'
F)r testin+ the m)deratin+ e**e/ts )* 2rm res)ur/es )n the relati)nshi3s bet%een
d)minant desi+n and 7A04 market heter)+eneit! and 7A04 and net%)rk e6ternalities and
7A04 %e %ill 3er*)rm hierar/hi/al m)derated re+ressi)n anal!sis'
B()*(ogr&$y
M)hr4 ;' 8,001=4 Marketin+ )* Hi+h 7e/hn)l)+! @r)du/ts and 0nn)1ati)ns4 @renti/e Hall4
(e% I)rk4 (I'
Atuahene->ima4 "' and Murra!4 ;'I' 8,007=4 J-63l)rat)r! and e63l)itati1e learnin+ in
ne% 3r)du/t de1el)3mentG a s)/ial /a3ital 3ers3e/ti1e )n ne% te/hn)l)+! 1entures in
.hinaK4 ;)urnal )* 0nternati)nal Marketin+4 B)l' 15 ()' ,4 33' 1-,#'
>)!al4 ;' and Menke4 M' 8,00<=4 J.)mmer/ializin+ ne% te/hn)l)+! 3r)2tabl! and
qui/kl!K4 a1ailable atG %%%')ra/le' /)mLesLindustriesLhi+h-te/hL0,,5<4'3d* 8a//essed
Ma! &14 ,01,='
S))d4 A' and 7ellis4 >';' 8,005=4 J7e/hn)l)+i/al e1)luti)n and radi/al inn)1ati)nK4
;)urnal )* Marketin+4 B)l' <# ()' &4 33' 15,-<?'
S))d4 A' and 7ellis4 >';' 8,00#=4 J) inn)1ati)ns reall! 3a! )**M 7)tal st)/k market
returns t) inn)1ati)nK4 Marketin+ S/ien/e4 B)l' ,? ()' &4 33' 44,-5<'
S))d4 A' and 7ellis4 >';' 8,011=4 Jem!sti*!in+ disru3ti)nG a ne% m)del *)r
understandin+ and 3redi/tin+ disru3ti1e te/hn)l)+iesK4 Marketin+ S/ien/e4 B)l' &0 ()' ,4
33' &&#-54'
"rishnan4 B' and Bhatta/har!a4 S' 8,00,=4 J7e/hn)l)+! sele/ti)n and /)mmitment in ne%
3r)du/t de1el)3mentG the r)le )* un/ertaint! and desi+n Ne6ibilit!K4 Mana+ement
S/ien/e4 B)l' 4? ()' &4 33' &1&-,7'
M)r)ne4 ;' 81#?#=4 JStrate+i/ use )* te/hn)l)+!K4 .ali*)rnia Mana+ement $e1ie%4 B)l'
&1 ()' 44 33' #1-110'
.lark4 "' 81#?#=4 JWhat strate+! /an d) *)r te/hn)l)+!K4 Har1ard Business $e1ie%4 B)l'
<7 ()' <4 33' #4-?'
Waqas Malik Uttra BBAF10M047
Haseeb Mirza BBAF10-145
Muhammad Bilal BBAF10M057
ani!al "halid BBAF10-15#
Faiz $iz%an BBAF10-11#
ussau+e4 @'4 Hart4 S' and $amanants)a4 B' 81##,=4 Strate+i/ 7e/hn)l)+! Mana+ement4
;)hn Wile!4 (e% I)rk4 (I'
Shehabuddeen4 ('4 @r)bert4 ' and @haal4 $' 8,00<=4 JFr)m the)r! t) 3ra/ti/eG /hallen+es
in )3erati)nalizin+ a te/hn)l)+! sele/ti)n *rame%)rkK4 7e/hn)1ati)n4 B)l' ,< ()' &4 33'
&,4-&5'
7ushman4 M'A' and $)senk)3*4 A' 81##,=4 JOr+anizati)nal determinants )* te/hn)l)+i/al
/han+eG t)%ard a s)/i)l)+! )* te/hn)l)+i/al e1)luti)nK4 $esear/h in Or+anizati)nal
Beha1i)r4 B)l' 144 33' &11-47'
8Adner and Ae1inthal4 ,0019 Adner4 $' and Ae1inthal4 ' 8,001=4 Jemand heter)+eneit!
and te/hn)l)+! e1)luti)nG im3li/ati)ns *)r 3r)du/t and 3r)/ess inn)1ati)nK4 Mana+ement
S/ien/e4 B)l' 47 ()' 54 33' <10-,?'
.)hen4 W'M' and Ae1inthal4 'A' 81##0=4 JAbs)r3ti1e /a3a/it!G a ne% 3ers3e/ti1e )n
learnin+ and inn)1ati)nK4 Administrati1e S/ien/es Fuarterl!4 B)l' &5 ()' 14 33' 1,?-5,'
"'B' Sa:i and Shashi Shekhar Mishra B)lume ,, C (umber 1 C ,01& C 1?D,# ;)urnal )*
@r)du/t E Brand Mana+ement
Tentt('e T(!e T)*e +Ment(on Dte,
0ntr)du/ti)n A3ril ,5
st
,104
Aiterature $e1ie% A3ril ,?
th
,104
Meth)d)l)+! Ma! 7
th
,014
Anal!sis Ma! 1&
th
,014
.)n/lusi)n Ma! ,,
nd
,014
@a3er Final Submissi)n t) ;)urnal Ma! &0
th
,014
T(!e T)*e "or Pr#t(#* -or. +Ment(on Dte,
ata /)lle/ti)nG Ma! 11
th
,014
ata Anal!sisG Ma! 1,
th
,014
$esear/h @a3ersG Ma! &0
th
,014
Si+nature )* the Student PPPPPPPPPPPPPPPPPPPP atePPPPPPPPPPPPPPP
Si+nature )* the Student PPPPPPPPPPPPPPPPPPPP atePPPPPPPPPPPPPPP
Si+nature )* the Student PPPPPPPPPPPPPPPPPPPP atePPPPPPPPPPPPPPP
Si+nature )* the Student PPPPPPPPPPPPPPPPPPPP atePPPPPPPPPPPPPPP
Si+nature )* the Student PPPPPPPPPPPPPPPPPPPP atePPPPPPPPPPPPPPP
8O**i/ial Use Onl!=
A33r)1ed B!G
PPPPPPPPPPPPPPPPPPPP
F$ee! At$er H//n(
Ae/turer- Marketin+
$esear/h Su3er1is)r
Waqas Malik Uttra BBAF10M047
Haseeb Mirza BBAF10-145
Muhammad Bilal BBAF10M057
ani!al "halid BBAF10-15#
Faiz $iz%an BBAF10-11#