in determining rates of product and marketing innovations among farm-based agribusinesses. These findings further …

Prior to a new product launch, marketers need to infer how demand will respond to various levels of marketing mix … variables in order to set an appropriate marketing plan. A critical challenge in estimating marketing mix responsiveness from … effects of marketing mix variables on sales. We refer to this as the quot;slope endogeneityquot; problem. Such endogeneity …

Cooperative promotion is an important instrument for aligning manufacturer and retailer decisions in marketing channels …. On the other hand, bargaining seems to be critical for marketing channel coordination, e.g., for vertical cooperative … sales promotion campaign in vertical marketing channels. The proposition includes three (3) adjusted utility functions. In …

Innovation is rapidly becoming a central driver in the marketing strategy of many service companies, while its effects … research results support that if utilized correctly marketing activities capitalizing on innovation indeed can make service …

Cooperative promotion is an important instrument for aligning manufacturer and retailer decisions in marketing channels …. On the other hand, bargaining seems to be critical for marketing channel coordination, e.g., for vertical cooperative … sales promotion campaign in vertical marketing channels. The proposition includes three (3) adjusted utility functions. In …

orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product … innovativeness as factors to leverage marketing performance. Five hypotheses were developed and tested in a sample frame of 121 SMEs …-resonance innovation capability in two folds. Firstly, a techno-resonance innovation capability is proved as a mediator of marketing …

discussion in the paper on the customer value gaps in the process of marketing new products and explores the possible situations …

Objective: The study aimed to identify the marketing determinants of SMEs’ innovation ambidexterity and explore this … phenomenon in the firms from a post-transition Polish market. Specifically, market-sensing capability, entrepreneurial marketing … orientation, and marketing strategies were considered the possible determinants of innovation ambidexterity. The comparative …