Purpose – The purpose of this paper is to review Egg Card's current marketing strategy, drawing on the recent media flurry over its disaffected customers. The paper also seeks to highlight the extent of Egg Card's contribution to the gap between marketing theory (i.e. marketing as an academic...

Purpose – The purpose of this paper is to highlight the marketing challenges facing the Nigerian movie industry – Nollywood. The paper also attempts to make a case for due recognition to this multimillion dollar industry in management research as opposed to being pigeonholed in the domain of...

Purpose – This paper aims to profile the potential impact of shopping malls in the United Arab Emirates (UAE) – a country renowned for its hedonic consumption. Design/methodology/approach – The approach is based on a combination of personal observation and review of media reports on the...

The authors examine how entrepreneurial firms gain competitive advantage and hence entrepreneurial success by optimizing their dynamic capabilities. Using a single case design, incorporating in-depth interviews with key informants within an insurance company in Ghana, the authors attempt to...