Market and Customer Knowledge and the Role of Value in Firm Performance provides a multi-tiered look at how and when market orientation impacts seller performance. While market orientation is generally accepted as a key factor in above-average firm or SBU performance, the published literature...

The purpose of this dissertation is to investigate how product experiences with a new product affect consumers attitudes toward the brand, the products country of origin (CO), and the other brands competing in the same market place. The dissertation is composed of two essays. Using direct...