Purpose – To introduce the contents of the special issue, and provide an integrative overview of the development of observational methodologies in marketing research, as well as some directions for the future. Design/methodology/approach – A historical review of the development of...

Purpose – The purpose of this editorial is to bring together thoughts and opinions from the Editors and Senior Advisory Board of EJM regarding the nature of the long-debated “theory-practice divide” in marketing scholarship. Design/methodology/approach – The authors synthesise diverse...

Purpose – The purpose of this editorial is to announce the winners of the EJM Reviewer of the Year awards, and also to make some observations about successful and effective practice in reviewing scholarly work. Design/methodology/approach – The authors draw from their own experience as...

Although firms are faced by a large number of market introduction failures, research into a major driver of these failures, customer resistance to innovation, is surprisingly scarce. While most authors have investigated positive adoption decisions, this paper focuses instead on consumer...

Despite its importance in the development of competitive advantage, attempts to unify diverse classifications of business-to-business relational exchange (B2B RE) have been largely unsuccessful. We used 18 semi-structured, in-depth interviews with managers from a range of industries to explore...

The Narver and Slater market orientation scale is tested in the context of service firms in the transition economies of central Europe and found to be both valid and reliable. The survey examined levels of market orientation in 205 business to business services companies and 141 consumer...

A review of the extant literature concludes that market-driven intangibles and innovations are increasingly considered to be the most critical firm-specific resources, but also finds a lack of elaboration of which types of these resources are most important. In this paper, we incorporate these...

This paper extends the original service profit chain by examining the role of relational capabilities with employees, customers and strategic partners on process and performance outcomes in a business-to-business context. More specifically, we demonstrate how satisfied and loyal employees are...

Privatisation in Central and Eastern Europe was introduced to encourage competition in companies with subsequent beneficial effects on company performance and market orientation. Companies have been privatised by four main methods in these countries depending on the company circumstances before...

This paper attempts to develop a typology of current approaches to marketing in UK industry. It reports the results of a national postal survey of over 1,000 UK chief marketing executives. Cluster analysis was used on the survey data to isolate four distinct marketing approaches which are...