Showing 1 - 10 of 14
A long running debate in the marketing literature has focused on whether firm performance is driven primarily by …
Persistent link: https://www.econbiz.de/10009484279
compared to those emphasizing marketing-based capability, while firms that focus strongly on production-based capability create …
Persistent link: https://www.econbiz.de/10009484280
innovation based marketing strategy. The position taken here suggests that firms operating within a competitive industry tend to …
Persistent link: https://www.econbiz.de/10009484281
Purpose The current study aims to examine the role of international entrepreneurship and innovation in small to medium-sized enterprise (SME) internationalisation, also touching on the role of the firm size as a proxy of resources in the SME internationalisation process. The study seeks to look...
Persistent link: https://www.econbiz.de/10009484283
, marketing managers must simultaneously develop competitive strategies and RMO and PMO to obtain increased firm performance …
Persistent link: https://www.econbiz.de/10009484344
sample of 180 marketing executives in Australia. Findings Organisations with a strong innovative culture appear to recognise …
Persistent link: https://www.econbiz.de/10009484345
other product categories. Practical implications An important finding that is beneficial to marketing practitioners in China … highly involved consumers leading to an overall more positive attitude. Marketing initiatives with status building objectives …
Persistent link: https://www.econbiz.de/10009484346
major research focus in marketing. However, there has been little focus simultaneously on industry environment and internal …'s marketing-related capability development through their strategic responses to their perception of the environment. This paper … and marketing capabilities. Market learning will assist in the process of building superior marketing capabilities. Both …
Persistent link: https://www.econbiz.de/10009484347
value creation (SBVC) and therole of brand marketing.Design/methodology/approach The authors first develop a model of SBVC … the moderation role of service brand marketing capability (SBMC) on the relationship between SBVO-SBPVIoutcomes. SBVO is …
Persistent link: https://www.econbiz.de/10009484393
Purpose The paper aims to examine the role of service branding and web site performances in a multi-channel retail context by studying consumerswho have on-going relationships with retailers. Focus is placed on understanding perceptions of image congruency of the retail service brand...
Persistent link: https://www.econbiz.de/10009484394