... the consequence of TAI in the Stage‐Gate system of NPD process; and third, to validate the moderating role of Perceived Risk and Project Duration on the “TAI to new product commercialization (NPC) relationship” in the NPD process. Design/methodology/approach The research design for this generic study involved...

...Simone Guercini; Arch G. Woodside Purpose The purpose of this paper is to describe inter‐firm marketing cooperation as a strategy by small and medium enterprise (SME) players in local systems of fashion firms. Design/methodology/approach This case study research focuses on Italian leatherwear...

...M.J. Taylor; D. England Purpose A fundamental internet marketing challenge is that consumers can quickly move from seeks to one web site to another if they cannot easily find what they want on a given web site. This paper address the web site navigational design issues associated with internet...

...Adam Lindgreen Few published empirical studies have examined the design, implementation, and monitoring of customer relationship management (CRM) programmes at a practical level. The article develops a single embedded case study on Dagbladet Børsen ( http://www.borsen.dk ), the largest...