Context effects can have a major influence on brand choice behavior after the introduction of a new product. Based on behavioral literature, several hypotheses about the effects of a new brand on perception, preferences and choice behavior can be derived, but studies with real choice data are...

As it is emphasized in marketing, management, and strategic management literature, market orientation, learning orientation, and innovativeness are regarded together as having a significant impact on a firm's performance. The objective of this study is to find out the interrelationships of these...

The competition within the mobile market is increasing day by day in Pakistan. The rapid changes in the technology are the challenge for the companies to satisfy the customers and to get their loyalty through innovative products. Purpose of this study is to investigate the benefits (customer...

The purpose of this research is to examine a driving force behind innovation, human capital, which we contend is useful in identifying and exploiting opportunities in both goods and services contexts. Traditional predictors of innovation, such as research and development and marketing...

Consequences of network externalities, such as product growth and innovation diffusion, are widely studied in marketing literature. However, there is little empirical research that examines the existence of such network externalities in consumer behavior. When and how do consumers take into...

This paper describes the evolution of Scatol8®, a remote sensing system conceived and developed within the Department of Commodity Science (DCS) of the University of Torino. The DCS developed, along the years, several projects related to Sustainable Management of economic organizations; the...

The aim of this study is to examine the effects of organizational culture and organizational innovation on marketing innovation. Data for the research were collected from firms in the carbonated beverage industry. Data obtained by totally 223 survey forms were analyzed by factor analysis,...

Although there has been a fair amount of research on the role of personal values in marketing and consumer behavior, few studies addressed the relationship between personal values and adoption of innovations. This study focuses on the effect of personal values on consumers’adoption of...

This article shows the way in which the company «Grupo IAN» has developed a new product. This fi rm is characterized by its continuous evolution, not only in its organizational structure, but also in its competitive strategy, its targets, or the category of products that the company...