Purpose: Through undertaking qualitative research within different industrial contexts, the study aims to address the following: How do practitioners in non-service organisations interpret internal market orientation (IMO); How is IMO practiced within an eastern cultural context; and What are...

Purpose – The purpose of this study is to define the tasks of product managers from the perspective of professional brand managers and to point out the gaps between their short‐ and long‐term tasks. Design/methodology/approach – The paper conducted two studies: the first utilized a focus...