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...

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...

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”...

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...

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 – 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...

There has been little conceptual work that comprehensively examines the changing role of the corporate transportation function in the modern business environment. Successful managers today require a broad view of transportation management’s role and responsibilities in an integrated supply...

Automatic replenishment systems that restock inventory based on actual demand triggers rather than relying on long‐range forecasts and layers of safety stock have been implemented in a great number of firms in recent years. Now these same firms are taking supply chain cooperation to another...