...Sara Teixeira; Ana Fontes; Sandrina Teixeira; Zaila Oliveira Purpose Influencer marketing is becoming increasingly important in consumer decisions, especially in the fast fashion industry, an industry traditionally characterised by high price sensitivity. This study aims to explore the influence...

.... In fact, leveraging consumer competence can help companies gain a competitive advantage. Wind and Rangaswamy (2001) coined the term “consumerization” – the next revolution in mass customization. They stated that in today’s digital marketplace, consumers are actively participating in product development...

...James Lappeman; Kristin Ransome; Zach Louw Purpose This paper aims to show that a generic bottom-of-the-pyramid (BoP) segmentation strategy does not represent a multi-country BoP consumer profile. A series of multinational entry failures has clearly shown that a one-size-fits-all strategy...