Purpose The purpose of this study is to explore the enviropreneurial marketing approach used by firms in China and its impact on the success of green marketing actions, with the aim of drawing useful lessons from the literature and successful green firms. Design/methodology/approach This study...

Purpose – Intangibility plays a critical role in the field of services and brings great managerial problems to services firms, particularly for cross‐national firms that operate in unfamiliar host markets. This study attempts to explore how to raise the tangibility of services in foreign...

Purpose – The aim of this article is to offer readers several useful paths of thought on a “deepened” and “widened” approach to the notion of interface, taking into account several types of stakeholder in the exchange. Design/methodology/approach – Three case studies are developed...

Purpose – The paper aims to explore a major issue in international marketing: how to build a global brand in a way that makes a strong local connection. Design/methodology/approach – Using qualitative research methods on a single case, the Brisbane Goodwill Games, the processes used in the...

Purpose – In the stakeholder marketing literature, there have been calls by several researchers to expand the stakeholder domain to incorporate a broader array of stakeholders. In developing this argument in this paper the authors aim to explore a set of stakeholder relationships in an...