Purpose: Relative to the increasing focus on organisations’ outward communication consistency and coherency, the internal communication taking place between different organisational functions is under-explored. The study aims to address the following two research questions: What form does...

Purpose – Firms face high velocity conditions today that render product market strategies increasingly temporal. Strategic flexibility is critical for enabling rapid adaptation to a changing environment. At the same time, managerial commitment to product‐market strategy signifies the extent...

Purpose – Drawing on the burgeoning proactive market orientation literature and its role within the organizational learning‐performance thesis, the aim of this aricle is to investigate further this nomological network. Design/methodology/approach – The article adopts a market knowledge...

Purpose – This paper aims to explore what factors motivate consumers to engage in co-creation innovation activities. The authors propose that motivations differ across types of activities, whether working independently, as part of a community or directly with the firm. They offer theoretical...