Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study...

Purpose – The purpose of this paper is to examine the interaction of pricing strategies with other aspects of launch, in particular, timing, logistics/inventory strategy, and coordination with support organizations, and the effect on profit and competitive performance....

Business‐to‐business service marketing has received comparatively less attention in the academic literature than business‐to‐business product marketing; much of the service marketing literature discusses the ways in which services and products are different. Compares service marketing to...

Adoption of foreign‐developed technology by firms in developing nations will accelerate the speed by which they become globally competitive in new product development. In this study, we build and empirically test an extension of the technology acceptance model (TAM) – the “extended TAM”...

Examines how the business products‐marketing firm acquires knowledge about its customers. Objectives include identifying the most effective means by which organizations can acquire customer knowledge, and the specific kind of knowledge which firms should strive to possess about their customers...

Purpose – This paper aims to understand the role of organizational justice (procedural and interactional justice) as a precursor to new product development teamwork quality and team performance; to study the moderating impact of environmental turbulence on these relationships....

Purpose This study aims to assess the relationship between entrepreneurial orientation (EO) and development culture and the role of willingness-to-change in this relationship and analyzes their effect on new product exploration in small enterprises. Design/methodology/approach A model based on...

Purpose The purpose of this paper is to bring new empirical evidence to the controversial role of early adopters in the diffusion of innovations in industrial markets. Design/methodology/approach The authors apply an actor market configuration perspective to the analysis of four longitudinal...

Purpose – To date research focused on cultural dimensions and the role it plays in supply chain management (SCM) has been limited. Executives interviewed as part of the background investigation for this paper report that until an organization can bring about effective cultural change, SCM will...

Reports a recent survey of warehousing firms which examined the extent of involvement in electronic data interchange (EDI) and the impact which EDI has had on the firms′ operations and service capabilities. Warehousing firms providing EDI services to their customers were found to be better...