Purpose – The purpose of this paper is to extend the stream of thought regarding the concept of demand and supply integration (DSI) within the domain of environmental responsibility and green marketing. Design/methodology/approach – Conceptual application of theory to strategic‐level...

Purpose The purpose of this paper is to advance the theoretical development of the content marketing concept and its integration into high-tech marketing theory, in entrepreneurial contexts and from a business model innovation perspective. Design/methodology/approach The paper provides a...

Purpose – The purpose of this paper is to extend current discussions of value creation and propose a customer dominant value perspective. The point of origin in a customer‐dominant marketing logic (C‐D logic) is the customer, rather than the service provider, interaction or the system. The...

Purpose – The purpose of this paper is to introduce the concept of Value Fusion to describe how value can emerge from the use of mobile, networked technology by consumers, firms, and entities such as non‐consumers, a firm's competitors, and others simultaneously. Design/methodology/approach...

Purpose – The purpose of this paper is to contribute to the strategic management literature by identifying possible combinations of three organizational capabilities (market orientation, knowledge management, and customer relationship management). It seeks to analyze the potential interaction...

Purpose – The aim of this paper is to contribute to the service management literature by identifying the possible relationship between customer value seen from the customer perspective and from the firm perspective, and its potential influence on the value created for the service customer. The...

Purpose – The article describes how to strategically analyze and stage manage the customer journey – the sequence of events that customers go through to learn about, purchase and interact with company offerings. Design/methodology/approach – The article explains how to develop a customer...

Purpose Good companies innovate. In the process, they consider target markets, target customers, new product or service offerings, and the positioning of these relative to competitors. This forms a basic strategy for the innovation. However, the lesson of competitive dynamics today is that...

Reviews the evolution of marketing to date. Discusses the different stages of transaction marketing and relationship marketing. Goes on to discuss a new marketing system called developmental relationship marketing. The system integrates concepts and approaches used in both transaction marketing...

Purpose – In today's competitive markets where market offerings are far more complicated and customer interfaces are far broader than conventional marketing models assume, marketing has become increasingly tactical and lost control of the customer management process. The purpose of this paper...