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Do initial stock price reactions provide a good measurement stick for marketing strategies?

Markovitch, Dmitri G.; Steckel, Joel H. - In: European Journal of Marketing 46 (2012) 3/4, pp. 406-421

Purpose – The purpose of this paper is to examine the correspondence between the stock market's immediate reactions to new product introduction announcements and those products' subsequent commercial performance. Design/methodology/approach – The main study uses standard event study...

Persistent link: https://www.econbiz.de/10014722813

The relative impact of culture, strategic orientation and capability on new service development performance

Storey, Chris; Hughes, Matthew - In: European Journal of Marketing 47 (2013) 5/6, pp. 833-856

Purpose – This research attempts to understand the operant resources required for new service development (NSD). It aims to construct a more intricate understanding of how operant resources interact to drive NSD. Specifically, it aims to look at the impact of culture, strategic orientation and...

Persistent link: https://www.econbiz.de/10014722916

An Inquiry into Successful Exporting

Louter, Pieter J.; Ouwerkerk, Cok; Bakker, Ben A. - In: European Journal of Marketing 25 (1991) 6, pp. 7-23

personal contact, focus strategy, positive attitude and commitment towards exporting and foreign countries, market knowledge …

Persistent link: https://www.econbiz.de/10014722983

A Comparative Analysis of New Product Programmes

Kleinschmidt, E.J. - In: European Journal of Marketing 28 (1994) 7, pp. 5-29

This empirical research based on a sample of 154 companies in Canada, USA, Germany and Denmark compares new product development practices in North America and Europe. A literature survey established a research model consisting of six blocks of criteria thought to influence the outcome of new...

Persistent link: https://www.econbiz.de/10014723090

An experimental approach to investigating satisfaction and continuity in marketing alliances

Shamdasani, Prem N.; Sheth, Jagdish N. - In: European Journal of Marketing 29 (1995) 4, pp. 6-23

Extant research on strategic alliances has relied mainly on case and survey methodologies to examine strategic, structural and operational issues in alliance relationships. Demonstrates that experimental methodology can usefully be employed to examine important strategic and behavioural issues...

Persistent link: https://www.econbiz.de/10014723121

Global strategy: a review and an integrated conceptual framework

Zou, Shaoming; Tamer Cavusgil, S. - In: European Journal of Marketing 30 (1996) 1, pp. 52-69

A review of the literature reveals that global strategy is characterized by diverse perspectives and lack of a unified … global strategy into a six‐dimension global strategy construct, and to integrate the IO‐based theory with the resource …‐based theory of strategy and competitive advantage. Presents an integrated conceptual framework of global strategy which helps …

Persistent link: https://www.econbiz.de/10014723152

Marketing pharmaceuticals in Japan: background and the experience of US firms

Pahud de Mortanges, Charles; Rietbroek, Jan‐Willem; … - In: European Journal of Marketing 31 (1997) 8, pp. 561-582

States that although Japan’s pharmaceutical industry has succeeded in steadily advancing its total sales revenues in recent years, its market share of worldwide volume has actually retreated slightly. Its major competitor continues to be the USA, while its three top European rivals: Germany,...

Persistent link: https://www.econbiz.de/10014723227

Measuring market orientation in several populations

Lado, Nora; Maydeu‐Olivares, Albert; Rivera, Jaime - In: European Journal of Marketing 32 (1998) 1/2, pp. 23-39

Most researchers have studied economic performance linked to market orientation, while a lesser interest has been shown in validating this construct’s measure. We present a study of market orientation designed to obtain a valid measure of the market orientation construct. After presenting a...

Persistent link: https://www.econbiz.de/10014723250

Power and influence in the buying centre

Farrell, Mark; Schroder, Bill - In: European Journal of Marketing 33 (1999) 11/12, pp. 1161-1170

findings from a recent study in the USA. Suggests that the use of an influence strategy is positively related to the …

Persistent link: https://www.econbiz.de/10014723360

Towards a framework for managing corporate identity

Markwick, Nigel; Fill, Chris - In: European Journal of Marketing 31 (1997) 5/6, pp. 396-409

Notes how the value of developing corporate identity (CI), as a means of encouraging an organization's key stakeholders to perceive the corporate entity in a clear and positive way, has been receiving increased attention in the last decade. To date much of the practitioner and academic attention...

Persistent link: https://www.econbiz.de/10014723399