Mit der zunehmenden Globalisierung lassen sich verschiedene Strategien der Markenhersteller beobachten. Einerseits werden Markenportfolios stark reduziert bzw. Marken internationalisiert, andererseits akquirieren Unternehmen "regionale Schätze" und nehmen dabei sogar Kannibalisierungseffekte in...

Dieser Beitrag gibt einen Einblick in den entstehenden Wandelbedarf aufgrund der Transformation eines produkt- zu einem serviceorientierten Unternehmen mittels neuer Formen der Organisation von Arbeit. Dabei wird auf die Ansätze und Herausforderungen des organisationalen Wandels eingegangen,...

Der Erfolg eines Technologietransfers hängt unter anderem von der Bereitschaft und Fähigkeit potenzieller Anwender zur Akzeptanz der zu transferierenden Technologie ab. Während die Literatur dem Prozess des Technologietransfers große Aufmerksamkeit widmet, gibt es vergleichsweise wenige...

Purpose – This paper seeks to provide a framework for understanding the role and contributions of virtual trade fairs in developing relationships. Using a relationship communication model, the paper aims to explore the determinants of value creation through virtual trade fairs, emphasising the...

Purpose – The purpose of this paper is to explore the link between selected market orientation dimensions, HRM, and innovation, and their impact on organizational performance before and during the current economic crisis in Slovenia. Design/methodology/approach – The data for the analysis...

Purpose – The aim of this paper is to argue for an explicit foundation of market exchange on person‐to‐person relationships as an alternative to the foundation on person‐to‐goods relationship underlying the exchange model inherited from neoclassical economics and classical contract law...

Purpose – This article aims to identify critical aspects of Chinese‐Western intercultural guanxi relationships that have largely been ignored as a domain for study in international business and industrial marketing, and to suggest a way forward. Design/methodology/approach – A theme...

Purpose – This study aims to present the conceptualization and measurement of knowledge generation competence (KGC) as the fundament for firm's internal knowledge generation. Furthermore, it seeks to assess different antecedents of a firm's KGC and its potential for improving a firm's...

Purpose – Marketing is the area of coexistence of various research traditions with regard to relational phenomena. This study aims to contribute to limiting the gap between these traditions by testing the influence of network partner knowledge and internal relationship quality on company...

Purpose – The purpose of this study is to investigate the effects of customer relationship management (CRM) practices on customer satisfaction and firm performance in business‐to‐business (B2B) markets. Design/methodology/approach – A model is developed and empirically tested through...