Purpose At the core of the success of any firm is its ability to satisfy customer preferences. It has also been part of managerial wisdom that it is good management practice to treat a market as that comprising several market segments and to serve each segment with a different marketing mix. It...

Purpose: Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This paper aims to have a deeper understanding of MBL by investigating its different types and...

Purpose: The growing service sector has experienced several revolutions that have transformed the way services are created and delivered. In parallel, services increasingly pique the interest of scholars, resulting in an expanding body of knowledge. Accordingly, it is time to reflect on extant...

Purpose: This article explores four dimensions of frontline employee (FLE) friendliness (humorous, informal, conversational, and approachable) to propose a relevant measurement instrument of the influence of FLE friendliness on relationship quality and perceived value, as well as its indirect...

Purpose: When customers feel that they have no choice but to stay with their current provider to obtain a service that they need, they feel captive. This study aims to investigate customer captivity as a type of vulnerability and evaluate its effects on customers’ service evaluation and...

Purpose The purpose of this paper is to assess the cross-cultural equivalence of the four-dimensional 20-item Cultural Intelligence Scale (CQS) and the two-dimensional 12-item cultural intelligence (CQ) short scale. Furthermore, the study elaborates on the results by discussing the differences...

Purpose – The purpose of this paper is to provide a research agenda for qualitative studies in the field of strategic management (SM) in the Baltic area. Design/methodology/approach – A total of 167 SM-related articles in this area between 2000 and 2013 were found. The content within title,...

Many new products are based on new technologies, which may in turn be based on new scientific discoveries. The extant literature on new product development has focused on how a firm may successfully commercialize new products. There is a corporate cost associated with new product failure, which...

Purpose – The purpose of this paper is to provide greater insights to managers seeking to time properly the launches of innovative new products (NPs) across multiple generations. This paper aims to address the rhythm matching problem by developing a typology and a conceptual framework of the...

Purpose – This paper, anchored in the resource‐based view of the firm, attempts to develop linkages between firm‐level resources, Porter's competitive strategy space and firm performance and explores them in the context of a new industry – the marketing technology industry....