Facing growth pressures, firms attempt to target the large low-income consumer segment present in emerging markets. This multi-method study develops research insights regarding consumer-, retailer-, firm-, category- and country-level factors that enhance the acceptability, awareness,...

Purpose: This study aims to investigate cultural intelligence (CQ) as an antecedent of adaptive selling behavior (ASB) and cultural distance and intrinsic motivation as moderators in this relationship. Design/methodology/approach: This research builds on a survey to 310 US-based international...

Purpose: This paper aims to investigate interfunctional coordination (IC) in a B2B context. More specifically, it explores the role of digitalization as a strategic driver for an effective IC. Design/methodology/approach: Following a qualitative methodology, three studies have been integrated:...

Introduction to implementing key account management -- Re-engaging strategic customers -- Adopting key account management -- Building customer understanding and value planning -- Developing customer relationships -- Developing winning offerings -- Creating compelling customer value propositions...