Purpose – Supply chain performance is two‐dimensional: efficiency and effectiveness. The purpose of this paper is to further define and explore the demarcation between supply chain effectiveness and supply chain efficiency. Design/methodology/approach – A case‐study research method is...

Purpose – The purpose of this paper is to gain an insight about the strategy of diversification adopted by the company, Prime Technology, to increase its profits. The study is made so as to understand the essential aspects which any firm should consider before deciding to venture into a new...

The subject on the role of branding in delivering financial growth has been adebate for most marketers and financial managers. This is because themarketing subject by its nature is intangible and therefore difficult to measure.This misunderstanding has resulted in many authors calling for...

Purpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in studies where product category wasn't considered might be inaccurate. Design/methodology/approach: An experimental research design was used to investigate the effect of health...