For a project to be successful team members must be aligned with each other on their goal. The purpose of this study was to understand how a cross-functional project team engages in accepting a project goal as real. We framed our study using shared reality theory and a qualitative approach to...

Purpose – The aim of this paper is to link complexity theory to the intentional change process by examining the role of emotional attraction. A research study currently underway on intentional change theory (ICT) in a healthcare context is presented. Design/methodology/approach – This paper...

Purpose – The purpose of this research is to provide an empirical examination of the role of the salesperson in the new product/service development process. Design/methodology/approach – A survey was mailed to 2,650 sales managers representing US firms across the nation, and the resulting...

Purpose This paper aims to address two primary research questions: Why does a consumer integrate into a brand community and how does that impact overall satisfaction with the brand? Which of the main social media sites (Facebook, Twitter, LinkedIn and Pinterest) is more/less appropriate for...

The current study examines the issue of channel power from the customer's perspective. A summary of previous studies on channel power is given. These findings are then contrasted with the results of a nationwide study of the buying habits of electrical contractors. The degree to which the...

State tourism divisions are increasingly being held accountable for generating tourism dollars. Recently, tourism analysts have called for the use of advertising tracking or split-run techniques to assess tourism advertising effectiveness. These techniques would allow for assessment of...

Regardless of whether a product or a service is offered, or whether the customer is an organization or a final consumer, the company that adopts a market orientation has the greatest potential for success in the marketplace. This study examines whether the adoption of business-to-business...

Viewing the product life cycle as an evolutionary process argues against "tailoring" strategies to fit the product's stage. More realistically, management should recognize that the strategies they (and their competitors) implement will themselves shape the PLC. Thus the PLC is not a fait...

This study empirically examines the role of the Internet in global business‐to‐business (B2B) marketing strategies of Multinational Corporations (MNCs) based in the United States and Australia. The results demonstrate that uses of the Internet in a global B2B setting often parallel its...