Based on experience working with a manufacturer of ceramic sanitaryware, whose Chief Executive has recognized the need to introduce more (some?) marketing orientation and more (some?) design skills into the organisation. A marketer and a designer were recruited simultaneously and tasked with...

Presents a marketing plan based on primary research, which focuses on the proposed launch of a new product, Lemonhead, into the existing alcoholic lemon drink market. For this analysis,Two Dogs (the current number two in the sector) was selected as the main competitor product. Using the mix map...

Abstract Despite descriptive empirical evidence on start-up numbers and survival rates of young firms, the interaction of market entry decisions and reactions of incumbent competitors is still insufficiently understood in the entrepreneurship literature. Repeated games offer a suitable...

Abstract Smartphone-Apps and web-based tools improve the transparency of taxi rides with regard to prices and routing. These technical innovations reduce asymmetric information. Hence, obligatory knowledge tests of streets and important places are no longer necessary. However, the provision of...

Purpose – There is a widespread agreement in the managerial literature that projects produce much more than what they deliver. However, most of the literature focuses on what project delivers (new products, processes, services …). This can be misleading, especially for highly innovative...

Abstract Helmut Gründl discusses in his paper the effects of the present low interest rate environment on the German life insurance industry. By referring to a recent study of the “International Center for Insurance Regulation”, he assesses insolvency probabilities for life insurers with...

Purpose – The purpose of this paper is to decompose the concept of country of origin (COO) and test the influence of country of design (COD) and country of manufacture (COM) on consumer evaluations of bi‐national products (products designed in one country and manufactured in another). In...

Purpose – A focus on product aspects that are most important to target consumers helps communicating product advantage to consumers, both in product design and in marketing. In previous studies, relations between the importance of functional and expressive product aspects and gender, age and...

Purpose – This paper aims to use a mixed method (qualitative and quantitative) approach to exploring the effectiveness of price bundling. Design/methodology/approach – The study is based on a concurrent, two‐studies design where quantitative and qualitative data are both collected...