The strategic fit paradigm, originally derived from observations in market-based economies, asserts that an appropriate match between environment and strategy has significant and positive implications for business performance. Based on a random sample of Chinese electronics firms, this study...

The objective of this paper is to extend the study of new product development speed in the marketing discipline. The article outlines a conceptual framework to organize and guide future theoretical and empirical research. A set of propositions is developed which focus on the antecedents and...

Purpose – The purpose of this study is to outline a conceptual framework that can be used to organise and guide future research into how celebrity product endorsement creates equity for both the endorsed product‐brand and the endorsing celebrity. Design/methodology/approach – The...