Recent studies have reflected the need to investigate the development of market orientation in the transitional economies under conditions of economic decline and great systemic change. However, the relationship between the level of market orientation and firm’s competitiveness in a turbulent...

Despite the vast proliferation of conceptual, theoretical, and empirical studies in adaptation‐selection research, debate continues to surround a key question: how do firms strategically coevolve with their environments? This paper attempts to address part of this question by drawing on...

The extant literature suggests that performance may be a function of the degree to which market information is systematically collected, disseminated and responded to (i.e. market orientation). However, the majority of empirical research on the market orientation to performance relationship has...

This study considers determinants of organisational innovation in small to medium‐sized enterprises (SMEs), as expressed by the number of product innovation adoptions. Drawing upon data from 150 manufacturing firms in Greece, the study attempts to identify the importance of strategic...

Purpose – This paper aims to examine whether order and scale of market entry influence a new product's market and financial performance, and how marketing and R&D resources strengthen or weaken these effects. Design/methodology/approach – Through a mail survey, data were collected on a...

Purpose – Organizations continually seek new ways to achieve competitive advantage and word of mouth (WOM) represents such an opportunity because it has a powerful influence on consumers' attitudes and behaviors. However, prior research offers little insight into what WOM really means. The...

Purpose – The purpose of this paper is to understand the intra‐ and inter‐category differences of the store brand market share. Strategic, structural and performance factors are considered to be explanatory. Design/methodology/approach – The paper proposes four possible alternative...

Purpose – This paper seeks to explore the applicability and implications of Bourdieu's field‐capital theory for marketing using original research with a typical European society. Bourdieu's field‐capital theory proposes that people acquire economic, social and cultural capital which they...