Sticky costs materialize when costs increase more with rising an activity than they decrease with falling of the very same amount of the activity. Over time a silent diffusion of sticky costs can be observed in the HoReCa (HOtel/REstaurant/CAtering) industry. In sticky costs literature the cost...

Purpose For most customers, the vacation experience is enjoyed in the company of others; thus, studying customer-to-customer interactions becomes critical. This research aims to explore customer-to-customer interactions and their impact on the guest experience. Design/methodology/approach An...

Purpose – The purpose of this study is to examine, through the lens of entrepreneurial marketing theory, everyday business practices of small-scale winemakers in a challenging small wine region in the USA. Design/methodology/approach – In-depth interviews and participant observations were...