The role of intangible firm capabilities as a source of competitive advantage has come into prominence in marketing strategy literature, due to the Resource Based View. This paper applies the Resource Based View and hypothesizes that strategic flexibility and organisation learning,...

Since the advent of the internet, much speculation has ensued regarding its tangible benefits to business. This article looks at the effectiveness of email advertising to promote information to consumers. Within this email promotion context, and using data from a survey of 838 female Finnish...

This paper examines the effect of service orientation on a metaconstruct of relationship quality comprising of three dimensions; satisfac tion, trust and commitment, within the travel industry. The impact of these three dimensions on consumer behaviour is also explored, specifically consumer...

Self-service technology (SS1J enables consumers to complete services themselves using a technological interface. Studies of consumer satisfaction and commitment have typically focused on the impact of interpersonal interactions on consumer satisfaction and commitment; however, the impact of SST...

This paper describes the initial establishment of a business-to-business network in a novel context – within and around a government department as it implements Purchaser-Provider relationships. A popular reform in public sector management over recent years has been the establishment of...

Powerful brands create meaningful images in the minds of customers (Keller, 1993). A strong brand image and reputation enhances differentiation and has a positive influence on buying behaviour (Gordon et al., 1993; McEnally and de Chernatony, 1999). While the power of branding is widely acknowledged...

Despite the increasing recognition of the importance of word of mouth as an integral component of a firms’ marketing efforts, there has been little emphasis on developing suitable guidelines for entrepreneurs who wish to leverage scarce resources by pursuing more innovative marketing...

With an increasing body of literature linking the human resource management and marketing fields, one area receiving increased academic attention is how an organisation’s corporate reputation can be managed to attract potential recruits and shape their employment expectations through their...

The purpose if this paper is to show how entrepreneurial practices can be applied at macro level by industry and government bodies, particularly to identify opportunity areas in target industries and thereby promote new business ventures that best serve the economy and society. A new macro...

This study examines consumer adoption of 3G mobile technology in China. The qualitative study involved 45 in-depth interviews undertaken in three major Chinese cities to explore the beliefs and attitudes which determine Chinese consumers’ acceptance of the mobile technological innovation. The...