...Carmela Peñalba-Aguirrezabalaga; Josune Sáenz; Paavo Ritala; Mika Vanhala Purpose This paper aims to adopt a contextual approach to the knowledge-performance linkage by deepening into the role of marketing and sales employees’ knowledge resources in the generation and delivery of superior customer...

...Ian Richards; David Foster; Ruth Morgan The concept of Brand Knowledge Management looks to move brand‐led organizations from content to process and from data to tacit knowledge. This paper proposes a manifesto for brand marketing that re‐focuses its activities and challenges the roles, structures...