This article examines the mediation effect of brand identification and the moderating effect of service quality (SQ) on the effects of corporate social responsibility (CSR) association on service brand performance. A survey of customers of mobile telecommunications services was conducted. The...

Given the world wide predominance of the small to medium sized enterprise (SME) we should consider whether we need to segment and target our marketing knowledge, practice and attitudes towards this business type. It is argued that we need to be able to develop entrepreneurship within the context...

Markets have become global, with competition and pressure arising from various sources and with increasing rapidity. The competitive reality of the 1990s takes for granted many of the old concerns such as quality and low costs as mere starting points in the struggle for survival rather than as...

The central aim of this paper is to link the competitive performance of small, high technology defence firms to their ability to adapt to changes in the procurement process. The paper draws upon an extensive research study focused on small high technology defence firms in the UK. Firms in the...

This paper reports the application of an evidential reasoning (ER) approach, to deal with the evaluation of a contractor, from among different fabrication options of aero-engine equipment. This is followed by a review of current evaluation practices, which begins by highlighting their...

Purpose – To explore the factors crucial to international fashion retailer success and evaluate how internationalisation could be controlled efficiently by a firm. Design/methodology/approach – The study adopts a qualitative approach in the form of case studies of two international fashion...

This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one reflected in the design of the...

Looks at the implications of building brand equity in a marketing rather than balance sheet sense. Uses the case example of Chivas Regal to illustrate how the global brand of a multinational organisation can be developed and whether a “global” advertising campaign can be built. Examines the...

Since the mid 1980s a steady stream of research studies have examined the marketing/entrepreneurship interface in SMEs. Whilst much of this work has concentrated on specific research issues surrounding the implementation of marketing in entrepreneurial SMEs, a focus of much of this work has been...

This paper reports on research into the Greek drinks market with the comparison of the marketing strategies of a sample of indigenous Greek and foreign companies, the latter with subsidiaries operating in Greece. The methodology employed was a qualitative one reflected in the design of the...