As the population and purchasing power of ethnic minority consumers in the USA continue to grow, more marketers are using subcultural segmentation and targeted marketing to reach these consumers. Meanwhile, some marketers have grown increasingly concerned with the cost‐effectiveness of ethnic...

Purpose – The purpose of this paper is to explore the role of and the management of creative individuals in organizations. Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the creative culture, creativity,...

Learning about whether target markets face search, experience, or credence situations when assessing a company′s product or service can help in formulating more effective marketing strategies. Depending on the information situation of the targets, a company may want to vary the information...

The decade of the 1990s has seen unparalleled innovation in the retailing of new and used motor vehicles. Most recently the Internet has become the facilitator of change in auto retailing. After reviewing the current state of automotive Internet services, this article develops a model whereby a...

Purpose – Dialogue and debate in today's public sphere increasingly engage with audiences that are sophisticated in their assessments of both the intent and the quality of formal communication. In this promotional culture, increased scepticism about the degree to which organisations and...

Purpose – A recent development in customer value research is building theory that can help the field go beyond understanding what customers currently value to exploring how customers' perceptions of value change. This paper seeks to extend this emerging theory of customer value change to a...

Purpose – The purpose of this paper is to develop further the concept of increasing returns in technology industries, including social and critical mass factors. The paper applies this framework to the twenty‐first century with the example of the three‐way competition among Nokia,...

Purpose – This analysis aims to examine the need of business‐to‐business companies for branding and analyzes the options for success by means of the stock performance. Design/methodology/approach – The paper consists of a qualitative and quantitative pilot study and a quantitative main...

Purpose – The purpose of this paper is to question again the relevance of the differences, which were first discussed over 20 years ago, between industrial marketing and consumer marketing and to suggest new ways to frame the debate on the B2BC dichotomy. Design/methodology/approach – The...

Market leaders are constantly being forced to evaluate and modify their relationships and interactions with suppliers, buyers, and even competitors, in order to remain competitively viable in response to marketplace, technology, and competitive changes. Presents the Interdependency Cube...