...Judy Ma; Dongling Huang; Dmitri G. Markovitch; Brian Ratchford Purpose This paper aims to investigate the moderating impacts of seasonality on the effectiveness of new product commercialization strategies in short-lifecycle markets. The authors contextualize their theory in the vast and culturally...

...Sydney Roslow; Tiger Li; J.A.F. Nicholls Explores seasonal differences in the purchase behaviour of shoppers in Cyprus. The analysis investigates situational factors and demographic/lifestyle attributes associated with consumers’ shopping behaviour in summer and winter. The situational factors...