Consumer researchers have become increasingly interested in the study of coping. This research contributes to this novel paradigm by investigating structural theories of coping with service failure using a hierarchical structure. Design/methodology/approach – For this purpose after an...

We investigate the phenomenon of sourcing co-created products. Specifically, we study how a multi-product downstream firm should source from the upstream market, that is single-source versus multi-source, in a situation where the products are co-created with the suppliers. We conceptualize...

Now more than ever, marketing is assuming a key boundary-spanning role – a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating...

Company executives rely on new product development teams to carry out their directives and make decisions according to management’s goals and objectives. However, new product team members bring their own motivational perspectives to strategic decisions. This research examines how individual...

Spanish Abstract: Las alianzas se forman con el objetivo de superar las limitaciones que los socios enfrentan para lograr ciertas metas. Cuando la meta en cuestión es promover el desarrollo local, se requiere del concurso de una serie de agentes sociales: empresa privada, gobierno local,...

The author explains a strategy for higher education institutions, which want to succeed in the stronger competition after the Bologna agreement and the elite university program in Germany. He shows up a cycle of peer effects, about flexibility in exchange programs and why it is important to be...

Studying the US personal computer industry from its inception in 1974 through 1994, we address the following questions. What product technology strategies increase the survival chances of entrants into new, technologically dynamic industries? Does the effectiveness of these strategies differ by...

Content Delivery Networks (CDNs) are a vital component of the Internet's content delivery value chain, servicing nearly a third of the Internet's most popular content sites. However, in spite of their strategic importance little is known about the optimal pricing policies or adoption drivers of...

We present several empirical facts about trends in marketing investment in the US. We also present estimates of the private value of brands to firms and aggregate intangible brand capital stocks created by these investments. These investments include the creation and maintenance of a brand name...

This study focuses on addressing some new opportunities for Wipro. The present study has been undertaken through the two-stage approach; first, a theoretical model is constructed using factors study of various research papers in the same context. Second, Expert mining has been performed through...