Develops and refines a new way to generate and identify opportunities for really new product functions. Considers that the role played by marketing research in really new products is limited. Traditional marketing research methods here are largely confined to asking people about problems with...

Purpose – This research aims to investigate the relationship between customer‐based performance measures (marketing measures of firm success) and business growth performance (strategy measures of firm success), in the context of strategic marketing positioning decisions and suggests...

Purpose – The purpose of the paper is to investigate how product‐centric businesses (PCBs), operating in a business‐to‐business environment, develop industrial services to align with their services strategies and sources of market differentiation. PCBs are companies whose businesses were...

Purpose – To identify and cite examples of critical tactics for implementing Porter's generic strategies. Design/methodology/approach – A survey of over 200 organizations was conducted to determine their relative use of tactics and organizational performance. Factor analysis and regression...

Purpose – Interest in the uses and effects of art and methods of art making in businesses of all kinds is on the rise. In this paper, we show that the “arts‐in‐business movement” is no mere fad, that it is, in fact, driven by fundamental economic forces, two tectonic shifts moving the...

In international marketing research, the researchers are often required to prespecify the salient attributes of a product or service. However, research that prespecifies attributes imposes cultural bias on the results, whereas research that does not specify attributes is open to culturally...

Purpose – This study was designed to extend knowledge of cognitive processing of country of origin cues by refining the concept of country image and investigating its role in product evaluations. Design/methodology/approach – Data were collected from residents of a large North American...

Purpose – The purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might have hindered its diffusion in research when questionnaire length and respondent fatigue are major...

Purpose – To examines strategies that have locked the Australian wine industry into a price‐sensitive, commodity wine market. The paper seeks to explain the inherent weakness of these strategies and their inability to address current challenges and opportunities. Design/methodology/approach...