Marketing is an amazing story, an incredible function and perhaps the most challenging thing because of the certainty of an event called quot;changequot;. Because of this, a product and its marketing strategies need to adjust itself to the changes. This has lead to the theories of Product Level...

Differences in financial behaviour are explained in the literature by reference to the theory of asymmetrical information, and in particular to the concept of information opacity. The same literature indicates that because SMEs are an opaque type of company, they tend to have relational...

The present paper has as its purpose to bring in evidence some of the peculiarities of the application of marketing in the domain of health services, emphasizing the intercessions of the specific organizations initiated at the microeconomic level, and only tangentially those developed at the...

The ubiquitous contention within the Industrial Networks literature - that business relationships are one of the firm's most important resources - has not been, in our viewpoint, thoroughly explored. Hence we argue that the 'Resource-based View of the Firm' ('RBV') may complement the...

Whereas people are typically thought to be better off with more choices, studies show that they often prefer to choose from small as opposed to large sets of alternatives. We propose that satisfaction from choice is an inverted U-shaped function of the number of alternatives. This proposition is...

This paper examines the role that advertising plays in the mutual fund industry and whether advertising affects investors' fund and portfolio choices. Content analysis shows that only a small fraction of fund advertising is directly informative about characteristics relevant for rational...

While considerable research has examined information search behavior, little is known about factors that impact how individuals judge the value of the information they receive. We argue that the extent to which an information seeker judges information to be valuable depends on the breadth and...

The duration heuristic refers to the tendency to evaluate services based on their duration rather than on their content. We propose that consumers rely on the duration heuristic because it simplifies the evaluation process. In particular, the duration heuristic is most likely to be seen when the...

This work wants to demonstrate that complexity is a relevant factor in order to distinguish inside the SMEs aggregate different enterprise typologies and that complex companies have different and more sophisticated financial needs in comparison with simple enterprises. The study carried out on a...

This paper presents how marketing concepts and tools may be applied in investment appraisal studies. The marketing evaluation process begins with a description of the project concept based on the market need the project aims to satisfy. This aids the definition of the project's relevant market...