...It Nguyen Van; Thanh Tiep Le; Anna Kotaskova Purpose This study aims to show how market orientation (MO), brand (BR) and business strategy (cost leadership strategy and differentiation strategy), which play mediating and moderating roles, respectively, can increase competitive advantage (CA...

... interaction of their supply chains and being able to demonstrate they assure the practices of all the individuals and organisations involved and that such practices are built on ethical foundations. Further, they suggest that a wish to protect brand value drives organisations to take responsibility...

...Mahsa-Sadat Taghavi; Alireza Seyedsalehi Purpose – The purpose of this paper is to study the impact of chocolate packaging and brand on the purchasing decisions of a number of Iranian children and their parents. The paper also aims to investigate the role of pester power as a moderating variable...