.../methodology/approach The paper takes the form of multiple case studies in the retail banking sector. Three specific initiatives launched by European retail banks for the stated (partial) purpose of modifying customer behaviour in order to reduce customer‐related costs are evaluated. Findings The findings...

..., impediments and manifestations of brand orientation in a museum context. Design/methodology/approach A collective case study design was used, consisting of key informant interviews using a semi‐structured interview protocol and analysis of institutional documents and observational research. Interviews...

...Temi Abimbola; Myfanwy Trueman; Oriol Iglesias; Adam Lindgreen; Yue Xu; François Maon; Jeremy Wilcock Purpose The purpose of this empirical case study is to apply several existing frameworks to consider the notion of integrating corporate social responsibility (CSR) with a brand leadership...

... function in a business‐to‐business context. This paper aims to report on four case studies that illustrate how sales is changing. Design/methodology/approach The case studies involve large global companies who were changing their existing sales process to adapt to changing circumstances...

... corporate rebranding strategy. The paper demonstrates the value of organisational single case studies as a precursor to further research. Findings The single case enables a more in‐depth analysis of how branding principles were applied to corporate rebranding. All six principles were supported...

... desired identity and perceived identity within the sector. Design/methodology/approach An instrumental case study approach was adopted for this research. Companies' web sites and press releases were reviewed to find out the desired identity of organisations, while semi‐structured interviews were...

... The qualitative methodology of case research was used. In total nine Australian service industry case studies, involving 34 in‐depth interviews, were undertaken. Findings The analysis revealed three themes: optimisation of market factors, the process of implementation, and requirements for smooth customer...

... with the findings from our analysis. © Emerald Group Publishing Limited 2005 Customer relations Performance measures Hong Kong Knowledge management Case studies Customer relationship management (CRM) has generally been assumed to create a competitive edge for an organization, as well...

... through seven case studies of the deployment of IS in marketing, using the analytic induction approach. The marketing map includes a revised definition of the sales process, a scoping of the role of integrated marketing communications, and a redefinition of the relationship between marketing and the other...

... products and services. In general, the book offers a mixed variety of short case studies representing some of the marketing problems and approaches of European firms in a modern changing environment. I see the main strengths of the book in: representative choice of marketing problems...

... investigations. Discusses the elements of a broadened concept on internal marketing, which emerges from: a systematic review and examination of the existing literature; case study material; “expert” opinion from leading academics; and interviews with managers. A recent paper which is characteristic...

...Chad Perry Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate...

... case studies of three diverse organisations broadly confirmed this new approach, opening the way for further empirical work. A system is any organised collection of parts united by prescribed interactions and designed for the accomplishment of specific goals or general purposes … Systems theory...

... used to illustrate actual marketing performance using the models. Conclusions are drawn on these issues from information gathered from 80 small firms. © MCB UP Limited 1990 Marketing management Marketing planning Small firms Models Technology transfer Case studies Organizational...