... standardization–adaptation are made through a process in MNCs’ NPD, including four steps – organizing for NPD, organizational diversity, cross-unit integration and combination of design practices. In addition, MNCs adopt different process variants to address different environmental pressures. Research...

...Stephen L. Vargo Purpose This paper aims to provide an overview of the European Journal of Marketing's special section on the Forum of Markets and Marketing, “Extending Service‐Dominant Logic”. Design/methodology/approach The approach takes the form of a conceptual integration of core...

...Chun‐Hsien Liu; Chu‐Ching Wang Purpose The purpose of this paper is to construct an integrative service model from customer and provider perspectives so that it can be utilized to formulate service business strategies. Design/methodology/approach The concepts of the resource‐based view (RBV...

...Susi Geiger; Paolo Guenzi; Belinda Dewsnap; David Jobber Purpose The study explores structural devices designed to enhance collaboration between sales and marketing groups. The paper aims to develop a conceptual framework of how such integrative devices link to higher levels of sales‐marketing...

.... In addition, the theoretical framework, based on GMS theory, appears to be a useful stepping‐stone in this area. Along with recent findings in international advertising standardization, this study also provides unique evidence that European integration affects firms' marketing standardization strategy...

...Jonathan L. Calof; Sheila Wright; Craig S. Fleisher; Sheila Wright; Helen T. Allard Purpose The paper seeks to address the viability of planning and executing the integration of four often independent marketing information management techniques, i.e. competitive intelligence (CI), customer...

... 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...

... organisational needs. The present organisational trend in Australia and New Zealand towards agility and flexibility, demands not only that employees be equipped with necessary technical knowledge, but that they must be able to integrate and use that knowledge in a creative and synergistic manner. A possible...

... and marketing– and management‐related organizational IS in order to make the framework useful and applicable for practitioners. © MCB UP Limited 1995 Information systems Integration Marketing Marketing information systems Over the past three decades, subtle changes in the theory...

... are considered together. Sums up that a major problem for the future will be to develop techniques for data collection and analysis. The problems of determining an integrated model of buyer behaviour by Alan R.Wolfe Ogilvy & Mather Limited Model-building techniques not only solve marketing problems, they create...