To date, customer orientation (CO) implementation constructs have not been systematically investigated. Existing studies have derived their constructs from different perspectives. However, the literature lacks scientifically developed and tested constructs that make an integrative CO philosophy....

Purpose: This paper aims to explain institutional contradictions in the balanced scorecard (BSC) implementation process between organizations, which successfully implemented BSC. The purpose of this paper is to identify a comprehensive set of potential determinants influencing the successful...

Purpose: The implementation of marketing concepts to the public sector is still a relatively new topic for researchers and practitioners. Moreover, although branding has become more prominent in the public sector, its role with employees is under explored. Following a review of internal...

Purpose: The social media have enabled companies to reach out to global markets and provided them with the opportunity to customize their strategies and offerings in an unprecedented way. Given the scant empirical evaluation of social media use in the small- and medium-sized enterprises (SMEs)...