Purpose – This paper aims to investigate the impact of a firm's marketing strategy on involving customers in new product development. Special attention is to be paid to three facets of a marketing strategy: product differentiation, competitor orientation and brand profiling emphasis....

Argues that relational exchange is dependent upon both effectiveness and power considerations. The primary objective is to study the effect of power and effectiveness on the relational exchange process between voluntary retail chains and their vendors. In particular, proposes that relational...

Purpose – The purpose of this study is to develop new knowledge on corporate branding from a corporate social responsibility (CSR) perspective. The paper is particularly concerned with how environmental awareness can function as a specific CSR activity, and how environmental awareness can...