Evaluates the applicability of self‐concept and product image congruity theory within the new motor vehicle market. By utilising competitive product offerings, and by employing the perceptions of actual owners, the paper provides a true market assessment of the applicability of the theory....

Purpose – This paper seeks to examine whether the stakeholder strategy matrix provides useful guidance for managers in dealing with stakeholders. The matrix suggests that strategies for dealing with stakeholders can be determined based on stakeholder ability to cooperate and threaten...