...Jan Mattsson Purpose – This paper aims to set up a natural experiment as action research and to develop a framework of cognitive distance of informants to improve the initiation of service encounter-based innovation. Design/methodology/approach – Natural experiment as action research in one...

...Harri Ryynänen; Kaisa Henttonen; Risto Tapio Salminen Purpose – This paper aims to explore collective cognitive structures in business networks by analyzing the coherency of network pictures in a service development network. Design/methodology/approach – The authors use the network pictures...

...Thomas Breashear Alejandro; Sreedhar Madhavaram; Vishag Badrinarayanan; Elad Granot Purpose This paper aims to attempt to develop an integrative theoretical framework that approaches global industrial marketing from a managerial cognition perspective. Design/methodology/approach Drawing from...

... markets should be based on a multiplex of perspectives, such as: multilevel research, fusing content with context and merging theoretical constructs with data and focusing on socially constructed realities. © MCB UP Limited 2003 Cognition Marketing strategy Case studies Market research...