Manufacturers invest in customer solutions to differentiate their offerings and sustain profitability despite declining margins from goods sales. Notwithstanding strong managerial and academic interest, an examination of whether and explanations for when and why solutions translate into superior...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

Facing growth pressures, firms attempt to target the large low-income consumer segment present in emerging markets. This multi-method study develops research insights regarding consumer-, retailer-, firm-, category- and country-level factors that enhance the acceptability, awareness,...

To successfully satisfy large customers and meet financial objectives, dedicated sales teams need to manage two boundaries: a boundary within the selling firm and one with the customer organization. However, little is known about the process of managing these multiple boundaries. This study...

This research finds that how a firm conveys a food’s organic nature through an organic label impacts consumers’ evaluation of that food. Consistent with previous research, adding organic labels to foods is detrimental to evaluations of vice (but not virtue) foods, but simple changes to the...