Despite the recent failures of many e‐businesses, the consensus remains that firms will need to develop e‐commerce strategies if they are to compete in the future. However, there is little by way of empirical research on how firms can successfully do so. We examine a case of a large global...

Purpose – The use of brand ambassadors is a quite recent phenomenon, even in the business world. This paper aims to explore the employment of ambassador networks as a place marketing and place development tool. This is done by identifying various kinds of networks, understanding how networks...

Purpose This study answers the research question “How can businesses apply a luxury brand strategy to achieve innovation in their businesses or brands?” It aims to investigate the possibility of applying a luxury brand strategy to a wide range of business areas. Design/methodology/approach...

Adopts a holistic network approach to analyse a company’s entry into a turbulent market. The entry is examined as a process. The analysis focuses on the temporal context of business interaction; it inspects how the company copes with uncertainty, and proposes that the concept of a focal net be...

This paper examines the impact of culture on inter‐firm network development in international marketing. Three research questions about the influence of culture on network development were developed from the literature to focus case data collection and analysis. The data were collected from...

The purpose of this article is to provide an understanding of the methodology of action research, especially its use in a marketing context. A retrospective account of a market‐oriented action research project in which the author was involved is provided in the form of a summative evaluation...

The relationship marketing paradigm has emerged as a major tool by which marketers may examine and conceptualise relationships with consumers, however its application to the business‐to‐business dimension of retailing has been largely neglected. The current work examines one particular...

Managing a set of relationships to other firms is a complex task, since each relationship is likely to have consequences on the other ones. Highlights the co‐ordination of interorganizational ties during a process of internationalization, and the consequences that different types of...

Purpose – The purpose of this study is to investigate how collaborative relationships enhance continuous innovation in the supply chain using case studies. Design/methodology/approach – The data were collected from semi‐structured interviews with 23 managers in ten case studies. The main...

Over the last decade, considerable emphasis has been placed on the importance of relationship marketing. The re‐orientation of marketing has been at the expense of the traditional approach to marketing, that is transaction marketing (the “4Ps”). However, others conclude that transactional...