We investigate how competition for reputation among consumers can impact the effectiveness of firm interventions. In situations where the firm attempts to intervene to change consumer behavior (e.g., advertising, policy guidelines, legal threats), the consumer's response may depend not only on...

A brand management framework is routinely advocated in gaining market share leadership within a product market, with consequent advantages accruing to the leading brand. Such a marketing-mix-based approach often fails to explain the absolute dominance of a leader over all other brands,...

In the current market environment, the actual dynamics of the application of internal corporate factors is differentiated. The company thus tries to influence customers' shopping behavior as effectively as possible. Therefore, it is important for the company to be able to adapt to these changes...

Purpose – The purpose of this research is to provide insights into peer-to-peer (P2P) lending which has served as one important tool to mitigate financial exclusion. The main proposition of this research is that P2P platforms, which in many ways resemble auctions, naturally instill competitive...

This paper studies about the marketing strategies of Samsung. India is a potential market for mobile phone industry. Every mobile company sees India as 900 million mobile customers. But Indian per capita is very low. So the company manufacturing low cost mobile with various features can only...

Extant marketing literature tends to view cross-functional relationships as primarily cooperative or competitive in nature, but not both. In contrast, this research focuses on cross-functional coopetition” (i.e., the joint occurrence of cooperation and competition across functional areas...

This paper investigates the changing business paradigm, enterprise competitiveness, and the arrival of Marketing 5.0. To remain competitive, businesses must adapt to digital marketing, innovative technology, and a growing emphasis on ethical considerations. The paper delves into the factors that...