Considers why customers resist innovations even though they are considered necessary and desirable. Identifies functional barriers such as usage, value, and risk, and psychological barriers such as tradition and image. Concludes that successful innovation lies not in bowing down to consumer...

Purpose – Business‐to‐business marketing has come of age in the last three decades and research in this area has been extensive and impressive. This paper examines the extant body of business‐to‐business marketing research and identifies surpluses and shortages with the goal of...

Reviews the academic research conducted on organizational buying behavior since the publication of Sheth’s model of industrial buying behavior in 1973. Discovers an impressive amount of research primarily focused on the decision‐making process, environmental influences and conflict...

International marketing is undergoing a transformation to become integrated global marketing. The emphasis has shifted from understanding and explaining between‐country differences to identifying transnational similarities; and from country‐by‐country functional adjustment of marketing mix...

Purpose – E‐marketing is growing at a dramatic pace and is significantly impacting customer and business market behaviors. As a result, most firms have started developing e‐marketing strategies for the web. However, the evolution and strategic direction of e‐marketing strategies in...

Speculates on the implications for marketing strategies of the forces at work in the macroeconomic environment. Aggregates these into four: regional integration, technology advances, an ideology‐free world, and the borderless economy. Proposes ten emerging marketing strategies as the best...