Objective - This paper seeks to provide new insights into the relationship between market orientation and innovation performance by empirically testing the direct effect of market orientation (MO) on innovation performance and exploring the effects of moderation in marketing constructs, namely...

Even though researchers are increasingly studying various aspects of m-commerce, few of them focused on factors of m-continuance intention. The main aim of this study is to investigate if consumer innovativeness and social influence are statistically significant predictors of m-continuance...

Consumer innovators are identified on the basis of time elapsed after the launch or as a specific percentage of people out of total purchasers who buy early. They are venturesome, young, highly educated, high social status (online & offline), high-income individuals, who have an interest in new...

Innovation is an increasingly relevant concept for the success of any organization, but it also represents a set of internal and external considerations, barriers and challenges to overcome. Along the concept of innovation, new paradigms emerge such as open innovation and co-creation that are...

This paper contributes to literature by adding a new taxonomy that has deductively scaled business product into four different types. It is both visually and conceptually resourceful in developing suitable business strategies for firms to engineer products that will fit with a proper segment of...

This study contributes to the value co-creation theory in the context of the new product development process. The aim of this study is a comparison of interactions that lead to creation of value on public social media. The considered interactions are at different stages of the new product...

The case describes the history of the entrepreneur and professional actor, Vasco Moulian who in December of 2007, has to make a critical decision in the future of his venture M & Moulian Producciones (MMP) due to personal choices in the progress of his own career. Due to the many professional...

The development of advertising competition forces to undertake measures aimed at increasing effectiveness of the process of influencing potential customers. Advertisers more and more often reach for non-conventional and innovative solutions that are a part of innovativeness in a broad sense....

This paper analyzes the implications of advertising for firm dynamics and economic growth through its interaction with R&D investment at the firm level. We develop a model of endogenous growth with firm heterogeneity that incorporates advertising decisions. We calibrate the model to match...