... engage in arrangements that seek to harness the expertise of suppliers (O’Keeffe and Fearne, 2002). A common CM arrangement in this regard in the fast-moving consumer goods/grocery retail sector is the use of CCs (Kurtulus et al., 2014 ; Subramanian and Raju, 2011). A CC is a manufacturer...

...Joseph A. Sy‐Changco; Chanthika Pornpitakpan; Ramendra Singh; Celia M. Bonilla Purpose The purpose of this paper is to provide managerial insights into how consumer goods companies adopt the traditional mini‐sized retail modalities and adjust their strategies to market sachets successfully...

...@ntu.edu.sg © Emerald Group Publishing Limited 2009 Consumer behaviour Conversation Consumer goods Individual psychology Word‐of‐mouth (WOM) is an informal mode of communication between private parties concerning the evaluation of goods and services (Dichter, 1966 ; Singh, 1988...