Research has consistently linked organizational inertia to the failure of industry incumbents to prosper or even survive from periods of discontinuous change driven by technological entrepreneurship. Recent work has unbundled the structure of inertia into two key determinants; 'resource...

Despite the increasing recognition of the importance of word of mouth as an integral component of a firms’ marketing efforts, there has been little emphasis on developing suitable guidelines for entrepreneurs who wish to leverage scarce resources by pursuing more innovative marketing...