Begins with the premiss that we are living through an epochal change from the modern to the postmodern era and that marketing organizations have to reconsider their conceptions of the market, the consumer and marketing practice accordingly. Following a brief discussion of the themes of...

When examining the issue of consumers in cyberspace, there appear to be two recurring narratives. One refers to the unidimensional perspective of marketing and how marketing tries to annex the cyberspace and regards the consumer as fair game in its profit‐seeking enterprise. The second...

This paper explores whether and how firms and their management are influenced by two types of environmental turbulence which have only been given scant attention in past research on market orientation, i.e. turbulence due to unpredictable supply conditions and turbulence created by frequent and...

Purpose – The purpose of this paper is to explore how responding positively to requests from customers may lead firms astray, a neglected topic in past research. Design/methodology/approach – The paper utilizes a single case, describing how a business enterprise responded positively to a...