Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study...

Purpose – This study surveys a broad spectrum of new product development (NPD) projects from the biochemistry industry in the USA, Canada, Germany, the UK, and Belgium with the purpose of exploring the role of the organizational activity factors in the NPD success. Design/methodology/approach...

Investigates the behavior structure of technology adoption by using Davis′s (1986) Technology Acceptance Model (TAM). Explores the influence of culture and demand certainty on international technology adoption. Using structural equations to analyse the model, finds that attitude and behavioral...

Purpose – The purpose of this paper is to explore the marketing “processes” of governing multiple export relationships under the theoretical framework of governance value analysis (GVA). Specifically, this work examines the internal exchange attributes of transaction-specific investments...

Purpose – This paper aims to explore market dynamics and strategic issues that contribute to a late entrant's success in achieving market leadership in the prescription (Rx) and over‐the‐counter (OTC) markets. In the Rx market, consumers must receive physicians' approval before purchasing...

Purpose – As companies extend supply chains via direct delivery to consumers, supply chain efficiency depends upon the usability of the online ordering system. The purpose of this paper is to focus on customer order cycle efficiency gains through the “learnability” of web sites....

The knowledge‐based view of the firm suggests that knowledge is the firm’s key resource for creating and sustaining economic rent. This perspective raises an important question for marketers: What is marketing knowledge? We argue first that marketing knowledge resides in three key marketing...

Examines the environment hostility‐planning‐performance relationship of Hong Kong retailers. A positive relationship is found between environment hostility and the threats encompassed by the existing labour shortage, rising rents, foreign‐based competition, the 1997 return to Chinese...

Purpose: March’s 1991 work on exploitation and exploration has been studied in many different industries. The purpose of this paper is to analyze signals emanating from exploration and exploitation alliances within the pharmaceutical industry context. Specifically, the authors explore market...

Purpose – There have been contradictory findings in the literature regarding the impact of information technology (IT) on firm productivity. While the debate known as the “IT paradox” still endures, there has been little empirical research to clarify why or when IT offers benefits to the...