Purpose This paper aims to challenge the up to now mainly product-centered view on international new ventures by analyzing the influence of service orientation on new venture internationalization behavior. It especially focuses on the utilization of specific market entry modes as a result of a...

Describes the theory and practice of marketing positioning strategy. Reviews the basic decision components or “anatomy” of marketing positioning strategy formulation from a theoretical‐prescriptive perspective, and highlights those factors considered to be critical to success. Explains how...

Examines marketing signals as they are used in business‐to‐business communications. Marketing signals can be implemented in a variety of organizational marketing activities including promotion, pricing, distribution and competitive reactions. Provides observations and recommendations on...

Details how a leading financial institution in the UK developed a £15 million relational database from scratch. Roger Ivey, head of Direct Marketing at the Leeds Permanent Building Society, had the task of bringing together a dozen previously unconnected and non‐communicating customer...

Examines McCarthy & Stone plc, the market leader in retirement housing. Traditionally a construction‐oriented industry, at best sales‐oriented. Charts the story of the writer′s activities as Marketing and Sales Director in changing this orientation at a time in the late 1980s when the...

The textbooks are full of explanations of why businesses must understand their competitive arena. There are numerous conceptual frameworks and checklists to assist in this endeavour. Perhaps not too surprisingly, many businesses exhibit only a superficial knowledge of their competitors’...

A well‐prepared and presented proposal or tender can give a company a strong competitive edge. It is, however, an aspect of marketing that is often neglected.