Purpose – Since employees are considered to be one of the most important sources for innovation, the purpose of this study is to create a change management framework for implementing an innovation culture by means of internal communication. Design/methodology/approach – First, an...

As marketers develop new marketing strategies and as marketing scholars seek a new paradigm for the field, public relations perspectives may be preferred over traditional marketing perspectives. Given that public relations has a longer history in building relationships and corporate equity —...

Continuing pressure to increase business competitiveness means that organisations are looking for new ways in which to increase efficiency and reduce costs. The old adage says that a company's greatest asset is its people. It is also business law that improving the returns achieved on assets can...

In the 1990s, computerized manufacturing equipment vendors will continue to operate within an increasingly competitive environment as technologies mature and product variety proliferates. Against this climate, recommends a critical marketing tool that offers manufacturers a sustainable market...

The concept of culture has been an important subject of managerial interest over the past decade, yet little has been written about how culture can be managed within the industrial salesforce. Describes the key components of a salesforce culture and explains the characteristics of a...

Explores the viability of using “Third World” (Asian, African, Arab) cultural and commercial strategies to enter selected Third World markets. Analyses strategies applied to problems faced by project heads from smaller US firms when they are launching business ventures in non‐Western...

Considers some of the processes of futures marketing particularly as practiced by one company, Corning Inc. Discusses company culture and two methods of marketing nonexistent products. Concludes that a company that markets new types of products must be constantly watchful for changes that could...

Purpose – This article aims to take a fresh look at diversification – a growth strategy often disparaged by managers and commentators alike, yet one that is followed successfully by some major organizations. Design/methodology/approach – Data were gathered from a number of successful...

There is an overemphasis on an outside‐in, macro‐organizational view of learning and an under‐emphasis on the inside‐out view which recognizes that people are the main agents of learning and change. Attempts at building a learning organization should start with an understanding of how...

Drawing on the resource‐based view, we posit that the learning climate is an intangible, strategic resource that influences important outcomes. Data from 141 supply chain units within a multinational corporation reveal that four constructs (team‐, systems‐, learning‐, and memory...