The notion of design thinking or "design as a state-of-mind," and its articulation through design orientation, implies that true innovation is a company-wide phenomenon and cannot be left to single individuals as a marginalized function within a company. Many innovative companies try to...

This study addresses a problem commonly encountered by marketers who attempt to assess the impact of their sales promotions—namely, the lack of data on competitive marketing activity. In most industries, competing firms may have competitive sales data from syndicated services or trade...

With the highly dynamic global marketing system and the increasing importance of specialized products, the position and worth of brands has also increased. Each brand tries to provide a competitive advantage to its customers so they buy the product the first time and then keep buying it. This...

The importance of branding in marketing strategies makes it essential to understand the elements that give value-added to the brands. The very nature of ecological brands adds value to them. Knowing the underlying emotions of the elements that add value to brands can justify the benefit of...