Purpose: The purpose of this paper is to define the design orientation construct, proposing a theoretical framework for its analysis and a validated tool for its measurement. Design/methodology/approach: The process of scale development follows the recommendations of DeVellis (1991). After...

Purpose: This paper aims to analyses the development of exploitation and exploration capabilities, and the role of ambidexterity, in the evolution of small Spanish wineries toward multi-channel distribution systems. Design/methodology/approach: A qualitative methodology based on the analyses of...

Purpose: The purpose of this paper is to define the relationship strategy of manufacturers with their retail customers through the identification of axes for the creation of relationship value. Design/methodology/approach: A survey was carried out and 219 valid questionnaires were completed and...

Purpose: Using online channels is an opportunity for small and medium-sized enterprises (SMEs) in the manufacturing industry to reach new markets and reduce the dependency on distributors. The challenge remains that of integrating new online channels into existing networks effectively. This...

Purpose: This paper analyses how the purchase channel and customer complaint goals affect the sequential choice of post–purchase complaint channels when customers experience a service failure followed by a service recovery failure (double deviation). Design/methodology/approach: An online...

Purpose: This study aims to extend the existing base of knowledge of proactive and reactive market orientation and innovation capability by testing their impact on the export performance of emerging-market small- and medium-sized enterprises (SMEs) in a Latin American context....

Consumer characteristics play an important role in channel choice. Thereby, this work aims to study and analyze which are the internal factors that facilitate the adoption of multichannel purchase by the consumer. To this end, we study consumers' behavior in an online channel, because of their...

The cinema exhibition sector in Spain, as well as in the rest of Europe, is a dynamic sector characterised by the present growth of multiplexes and consumer demand after a long period of decline. These changes make it relevant to analyse the cinema attendees' profile from a marketing...