In this article, the authors focus on the defense strategies that firms pursue when threatened by rival new products in their markets. They investigate retaliation as a multidimensional construct. The integrative framework combines the analysis of the marketing instrument used to react and the...

The authors examine the concept of customer benefits in business-to-business markets in an international context. They distinguish between core and add-on benefits, and they discuss product quality, service quality, flexibility, trust, joint action, and commitment of the supplier as determinants...

Introducing new products remains a critical challenge for managers. Consumer acceptance of new products is key to new product success and requires the effective implementation of market launch activities. The present study describes the relationship between different types of market launch...

Although there is significant evidence that customer satisfaction is an important driver of firm profitability, extant literature has largely neglected two intermediate outcomes of customer satisfaction, namely, a firm’s advertising and promotion efficiency and its human capital performance....

In an effort to establish and enhance key informants’ accuracy, organizational survey studies increasingly rely on triangulation techniques by including supplemental data sources that complement information acquired from key informants. Despite the growing popularity of triangulation, little...

Aufbau und Inhalt des Buches orientieren sich an den sieben Perspektiven des Marketing -- 1. Theoretische Perspektive -- 2. Informationsbezogene Perspektive -- 3. Strategische Perspektive -- 4. Instrumentelle Perspektive -- 5. Institutionelle Perspektive -- 6. Implementationsbezogene Perspektive...

Aufbau und Inhalt des Buches orientieren sich an den sieben Perspektiven des Marketing: Theoretische Perspektive -- Strategische Perspektive -- Instrumentelle Perspektive -- Umsetzungsbezogene Perspektive -- Informationsbezogene Perspektive -- Institutionelle Perspektive -- Führungsbezogene...