This empirical study analyzes the cultural basis of the United States market response to imported Spanish products that seem to violate strongly-held cultural taboos. Survey responses were obtained from students in two contrasting majors, Art and Business, in two distinct cities and...

This paper seeks to introduce researchers to the flourishing field of marketing ethics in the global arena. There is a wave of scandalous behaviors that has drawn dramatic attention to instances of corporate’s unethical, irresponsible and flagrant illegal activities. This bad behavior of top...

The term "global brand" has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the "Best Global Brands" (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they...

Market knowledge is recognised as an important predictor of new product performance, which existing studies have proven. However, a missing link in this relationship is creativity, and specifically, as a natural process in product innovation. This study aims to examine a model that includes two...

The recent preoccupations of national institutions and organizations and, especially of European and global institutions, regarding the responsible consumption of raw materials, resources and materials became more and more intense in the last years. In the same time, they contribute to the...

Green marketing examines the symbiotic role played by marketing in ensuring sustainable business, exploring issues concerning the environment and the way strategic decisions can influence it. At present, the environmental issues concern more and more the competitive approach any organization can...

The article aims to present a thorough research on the perceptions and opinions of the Romanian managers of small and medium enterprises in applied biotechnology on the importance of intellectual capital and the application of knowledge management principles to create and maintain competitive...

Objective: The objective of this article is to analyse the effect of knowledge management on the performance of silver craft SMEs through competitive advantage as a mediator. This study also explores the dimensions and indicators of each latent variable: knowledge management, competitive...