... the likelihood of customers perceiving us as a partner that can help more deeply. 21 02 2024 04 03 2024 10 04 2024 11 04 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Marketing strategy B2B marketing Internationalization...

... Marketing strategy Segmentation Mobile instant messaging Digital engagement platform Social innovation attitude The use of the instant messaging (IM) channel as a lever for the promotion and marketing of products, is today a topic of great interest for marketing because it restores...

... to demonstrate the positive implications of ethical strategies for industrial marketers. Marketing strategy Market share Game theory Nash equilibrium Industrial marketing ethics Product ethics...

... Publishing Limited Licensed re-use rights only Marketing strategy Innovation Adaptability Dynamic capabilities Strategic orientations Marketing capability As technology changes the way marketing departments work, it brings new approaches to marketing strategies. For instance...

...Frank Tian Xie; Naveen Donthu; Wesley J. Johnston Purpose This paper aims to present a new framework that describes the relationship among market entry order and timing, the advantages accruing to first-movers and late-movers, entry timing premium (ETP), marketing strategy and enduring market...

...Yongjian (Ken) Chen; Nicole Coviello; Chatura Ranaweera Performance Dynamic capability Networks New product development Marketing strategy Speed Today’s managers are challenged to find new ways to compete given they face markets that are increasingly fluid and connected. Teece...

..., the paper provides an “actors-agendas-outcomes” scanning framework that offers awareness of market-shaping acts. This paper is the first to consider market-scanning frameworks from a market-shaping perspective. Marketing strategy Strategic planning Environmental scanning Market-shaping...

... financial results. Kumar (2015) explains how, as companies strive to cut costs, meet annual revenue targets and maximize efficiency, less attention is being placed on the importance of forward-looking marketing strategies. The authors would like to show how favorable financial results are linked to diverse...

... and B2B scholars to seek answers – if they agree that these trends threaten to undermine the strength of marketing doctoral education. Findings The study has no findings, just observations and thoughts from a marketing strategy and B2B researcher who has been involved in doctoral education in various...

... (PLS) approach. The results show that different marketing practices were coupled with different frames of reference, resulting in viable matching profiles. Performance Emerging markets Relationship marketing Qatar Marketing strategy Management assumptions The role...

...-selling instrument goals are measured in an international context. A new model for structuring trade show goals is developed. Marketing strategy International trade Economic conditions Marketing research Trade shows Russell Adams can be contacted at: russell.adams@utrgv.edu...

... design strategy is a path to achieving corporate goals by effectively distributing resources and negotiating design strategies. Thus, design and enterprise strategies are mutually dependent (Oakley, 1990). Marketing strategy Innovation strategy Design strategy New product development (NPD...

... in the theory development. Marketing strategy Innovation Cooperation Business-to-Business marketing The competitiveness and sustainability of today’s enterprises are strongly determined by their ability to adapt the existing products to future customer needs, to generate customer-centered...

...). Seyedeh Khadijeh Taghizadeh can be contacted at: taghizadeh.nastaran@gmail.com © Emerald Group Publishing Limited 2016 Performance Innovation Marketing strategy Value The continuous popularity of innovative product development among consumers is making firms more, to rely...

... (innovation) and externally with marketing (innovation) alliances? Without an understanding of these internal–external investment dynamics, it becomes difficult for managers to understand how to properly allocate resources over the long-term (Rao et al., 2008). Marketing strategy Innovation...

... outcomes and financial performance. Originality/value – The research adds empirical evidence to the literature on the factors that contribute to effective supplier relationships and the customer- and firm-related outcomes of this process. © Emerald Group Publishing Limited 2015 Marketing...

... a profit maximization philosophy. The propositions advocated in this study are a step further to develop our understanding of internationalization of NFP universities. Terry Wu can be contacted at: terry.wu@uoit.ca © Emerald Group Publishing Limited 2014 Education Marketing strategy...

.... The purpose of this study is to discover what marketing actions companies performed, what was the impact to the firm, and why the actions taken either helped them to excel, simply survive, or cease to exist. Recession Marketing Innovation Economic cycles Marketing strategy United States of America...

...‐to‐business marketing Industry clusters Marketing strategy Wine industry Chile Wines The literature in economic geography and strategic management does not provide a single definition of a regional cluster. The cluster concept defined by Porter (1990) however, has stimulated discussion about...

...Yen Hsu Purpose Taiwanese computer and electronic products possess advantages in design, innovation, rapid response, and global market flexibility. This study aims to examine Taiwanese computer and electronics firms to explore the product marketing strategies they adopted to deal with global...