research with the firms marketing strategy. In this paper, we consider the diffusion of innovation literature and recent …Despite the increasing recognition of the importance of word of mouth as an integral component of a firms’ marketing … resources by pursuing more innovative marketing techniques. In addition, although there has been a great deal of research into …

profit organisation in marketing itself and proactively working with business. This collaborative approach is likely to …

a significant influence on innovation, but no direct effect on performance. This suggests that beef producers should …

judged by individual performance on a scale to measure cognitive style. Effie Awards were not associated with innovation in …

product categories. Together, these findings challenge traditional conceptualizations of innovation adoption decision making … and suggest that cognitive models alone are insufficient to explain innovation adoption decisions. The second essay …

organizational innovation-based competitive strategy. The paper contributes to the strategic marketing theory by developing and …It has been argued that a firm's capacity to learn from its market is a source of both innovation and competitive … potential to contribute to competitive advantage. Prior innovation research has been biased toward technological innovation …