We study the capacity investment strategy of a manufacturer who sells his product on a live-streaming shopping platform. The manufacturer first decides the production capacity, then the platform decides her commission, and finally the manufacturer sets the retail price. The platform has an...

This paper reviews the main marketing strategy applied by the European chocolate industry. It focuses on the role of country-of-origin, product diversification and scenarios, and provides a historical overview of the industry. This is followed by a discussion of the association between a brand...

Green Marketing is a concept in vogue and is capable to affect all aspects of business with significant result with the concept of e-marketing. Green marketing is a phenomenon which has developed particular important in the modern market. Additionally, the development of green marketing has...

Until recently, different types of innovation strategy have been introduced in innovation studies. However, their effects on firms' market performance have been under-explored. To overcome this limitation, we empirically examined the effect of different innovation strategies on firms' market...

Green marketing examines the symbiotic role played by marketing in ensuring sustainable business, exploring issues concerning the environment and the way strategic decisions can influence it. At present, the environmental issues concern more and more the competitive approach any organization can...

Marketing strategists should create, maintain, and arrest the decay of causally ambiguous resource competences that lead to competitiveness and thus performance. However, competence causal ambiguity, which helps create competitiveness, is also implicated in competitiveness decay. In this study...

Stock-outs convey information about the propensity of other consumers to purchase a product and this can increase the willingness of marginally interested consumers to buy. But in order to leverage stock-outs, firms must be able to capture the extra demand. We show how asymmetric inventory...

This research investigates how green marketing mix, green brand knowledge, and attitude towards green products affect Generation Y consumers' purchase intention of green products in Bangkok, Thailand. The objectives of this research consisting of each variable are 1) to determine the influence...

OTT-messenger such as facebook, WhatsApp have gained wide popularity among mobile users while traffic of text messaging has been in strong decline in several countries. This work is the first to provide an empirical analysis how consumption of OTT-messengers affects demand for text messaging and...

OTT-messenger such as facebook, WhatsApp have gained wide popularity among mobile users while traffic of text messaging has been in strong decline in several countries. This work is the first to provide an empirical analysis how consumption of OTT-messengers affects demand for text messaging and...