Purpose The purpose of this paper is to better define the contribution of entrepreneurship to theadvancement of marketing thought.Design/methodology/approach The paper is a literature review that uses examples from theliterature to propose new research directions.Findings The paper proposes...

In 1999, entrepreneur Bob Clifford entered the Business Review Weeklys Richest 200 Australians for the first time. Clifford is the founder and Chairperson of Incat Tasmania, an internationally competitive catamaran manufacturer located in Hobart. His far sightedness as a shipbuilder, alongside...

The relationship between credible Corporate Social Responsibility (CSR) performance and desirable firm outcomes is well established in corporate governance literature. Over the past two decades in particular, there has been an increased recognition of this relationship in the business community...

Ethics and corporate social responsibility have emerged as two of the most important organization management principles of the last 30 years. Despite the empirical relationship between high standards of ethical decision-making and organizational performance, the literature abounds with...

The Extended MM has evolved to become one of the fundamental concepts underpinning marketingtheory and strategy development. The ability to conceptualise and integrate the 8Ps of marketinginto a coherent Extended Marketing Mix (MM) strategy demands the firm to answer a number ofimportant...

As products and distribution channels become more homogenised, and competing on the basis of price more difficult, integrated marketing communications (IMC) has been identified as the 'new frontier' for effective differentiation. Research identifying roles and functions of IMC has primarily been...

Since its inception, Stakeholder Theory has served as an important corporate governance theory, providing an holistic framework for situation analyses and strategic decision-making. Since its conceptualisation, there has been a call to go beyond normative models of stakeholder management to...

Empirical research has consistently demonstrated a significant and positive relationshipbetween brand equity and desirable organisational outcomes such as higher returns oninvestment, brand extension opportunities, and higher levels of consumer preference andpurchase intentions (see Madden,...

Changes in global marketplace dynamics necessitate that marketing communications strategies be more effective and efficient if a firm's message is to influence purchase decisions. The basic premise of the integrated marketing communications (IMC) approach is that, through the coordination of...