.... This research addresses this issue in the marketing context by studying how a group of young and generally inexperienced entrepreneurs decide when asked to set a price and choose a distribution channel in a scenario involving a hypothetical firm. Design/methodology/approach The authors used think-aloud...

... resources and capabilities. The paper seeks to offer an alternative framework “resource capability-based view (RCBV)” that provides a strategic marketing direction for SMEs regarding how innovative marketing practices and dynamic marketing capabilities integrate to create sustainable market advantage...

...Joohyun Kim; Ohsung Kwon; Duk Hee Lee Purpose The purpose of this paper is to explore how hubs’ social influence on social network decisions can cause the behavior of information cascades in a market. Design/methodology/approach The authors establish understanding of the fundamental mechanism...

... of relational marketing. Originality/value This paper fulfils an identified need to study thoroughly how firms use social media. © Emerald Group Publishing Limited 2013 As a result, we obtained a total of 432 NTBFs that we analyzed in order to identify the social media applications in which...

...). It aims to ground the model conceptually using the intersection of three domains: entrepreneurship, strategic management, and marketing. Design/methodology/approach An emerging development among large CPG firms known for their branding and marketing prowess has been to create dedicated brand/consumer...

...Matthew Walker; Melanie Sartore; Robin Taylor Purpose Outsourcing has been promoted as one of the most powerful trends in the modernization of marketing operations. The rationale for such an undertaking includes a variety of factors but is generally predicated on fiduciary considerations...

...Robert H. Lowson To date, the exact nature and classification of an operations strategy vis‐à‐vis other popular operational solutions have eluded many commentators. Against a background of the various approaches to strategy formulation, including the resource‐based and market‐driven views...

... of the promotional program. Similarly, customer satisfaction with the level of service quality was also positively correlated with the level of savings. However, the effects of the marketing approach used in Ghana differed significantly across state owned commercial banks, foreign multinational banks, and rural...

...Olukunle Iyanda This paper is a study of the effect of the Structural Adjustment Programme (SAP) on marketing practices of manufacturing industry in Nigeria. Data for the study were collected through a questionnaire and depth interview of chief executives or senior managers. The data were analysed...

...Göran Svensson The topic of this article is the term “global marketing” and the phenomenon of the “globalization” of marketing activities. Global marketing is a theoretical concept that in a managerial context is hardly applicable. Global marketing and the globalization of marketing activities have...

...Andrew Smith; James A. Fitchett Consumer research and marketing rarely examine illegal forms of economic life despite the fact that market terminology is often (and increasingly) applied to describe the exchange relations in illicit markets like prostitution and drug consumption. Represents...

...David Crowther; Anne‐Marie Greene; Dian Marie Hosking This paper focuses on the relationship between a particular social practice – local exchange trading systems or schemes (LETS) – and what we here call the “mainstream” marketing paradigm. It begins by discussing some of the key principles...

...Damian Hodgson This paper aims to illustrate the important role marketing technologies play in contemporary neo‐liberal policies which aim to effect social control over a populace through the shaping of the desire and freedom of individuals. This argument will be developed through an analysis...

... is a relatively new concern for marketers. The need to develop further understanding of how best to market museums in the twenty‐first century motivates this research. Repertory grid analysis was used as the survey method in order to get data that were “rich” in terms of concepts, but also malleable in terms...

... for ratings against management gurus in the best selling business book charts. In this paper we explore how the technology of marketing is implicated within the organisation and representation of anti‐corporate protests. We argue that the cynical and unreflexive manner in which cultural critics engage...

... the promotion of the belief that the emerging marketing and entrepreneurship paradigm provides additional understanding of smaller firm internationalisation, where creativity and innovative behaviour can act as a competitive advantage over firms with larger resources at their disposal. This then acts...

...Elaine Collinson; Eleanor Shaw Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This article is dedicated to exploring the emergence of this area of theory, its history...

..., applied the empirical method combined with a humanistic vision in order to analyze people and their actions on their own terms. By doing so, he advocated a method of analysis that, in recent decades, has emerged as a vital technique of marketing research. By keeping Machiavelli’s contribution in mind...

...Sue Vaux Halliday; Richard Cawley Relationship marketing is the paradigm which is currently seen to offer insight into the internationalising process. This paper takes these concepts and links them together with notions of culture and learning in novel ways. The knowledge impacts of national...

... and the relative advantages derived from such arrangements. Examines the slate industry in North Wales and, specifically, the decision by six long‐established slate quarries to come together to market their common product and promote Welsh slate at a global level. Aims to look at the industry’s past, present...