Marketing agility has emerged as an important construct in research for enabling marketing managers to thrive in dynamic markets. So far, however, marketing research has not provided sufficient guidance on how to develop marketing agility. Drawing on the dynamic capabilities view, this study...

Brand–consumer interactions have changed radically over the past two decades. In this article, we outline a holistic approach to brand communication, taking into account the current communication landscape. We discuss the present importance of brand identities and specify four core fields of...

Only one in three Swiss brands strategically uses insights from consumer psychology research when developing new marketing communication. However, if done in a structured and strategic way, applying these insights can boost a brand's marketing performance. We present the successful application...

This article makes a case for the significance that barriers have for new venture discovery. Since markets are social phenomena, new venture discoveries necessarily refer to the crossing of social borders. We draw on social systems theory and theories of social differentiation to understand how...

Creating strong customer experiences by actively managing touchpoints is an executive's top priority. The vocal age, manifested in the rise of AI-enabled voice assistants and platforms, offers new forms of touchpoints, so-called voice touchpoints. This paper conceptualizes voice touchpoints and...

Private sector platforms allow for new ways of doing business by connecting different market actors. Recently, public sector platforms have emerged that engage consumer citizens for economic and societal challenges. This paper conceptualizes such platforms, based on a thorough literature review...