Purpose – This paper aims to report on the construction of a scale to measure a firm's stance towards creative consumers; that is, customers who adapt, modify or transform a proprietary offering. Design/methodology/approach – A measurement instrument, called the 3As, is developed to assess...

Purpose – The paper's aim is to create a framework for national readiness and receptivity to e‐commerce at both the business to business (B2B) as well as business to consumer (B2C) levels. Design/methodology/approach – Relevant literature on e‐readiness is discussed in light of research...

Purpose – This paper aims to examine the preferences of students towards different teaching methods and the perceived effectiveness of experiential teaching methods in different operations management (OM) modules. Design/methodology/approach – Student perceptions of different teaching...

Purpose – The purpose of this paper is to understand how consumers may be segmented with respect to their reactions to social network marketing. Design/methodology/approach – Consumers are segmented on the basis of attitudes toward social network marketing and the association among...

Purpose – This purpose of this paper is to facilitate the exploration of marketing strategy in general and branding strategy in particular for a non‐profit, governmental institution. Design/methodology/approach – Students are taken to 2005 when the Canadian Forces needed to increase...