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Market orientation, positioning strategy and brand performance
Iyer, Pramod; Davari, Arezoo; Zolfagharian, Mohammadali; … - In: Industrial marketing management : the international … 81 (2019), pp. 16-29
Persistent link: https://www.econbiz.de/10012107673
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The performance implications of planning, implementation, and evolution of firms' customer and competitor orientations
Foreman, Jeff; Donthu, Naveen; Henson, Steven E.; … - In: Journal of marketing theory and practice 22 (2014) 4, pp. 349-365
Persistent link: https://www.econbiz.de/10010510254
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Competitor orientation in successful SMEs : an exploration of the impact on innovation
O'Dwyer, Michele; Gilmore, Audrey - In: Journal of strategic marketing 27 (2019) 1, pp. 21-37
Persistent link: https://www.econbiz.de/10012202441
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The strategic hybrid orientation and brand performance of B2B SMEs
Anees-ur-Rehman, Muhammad; Saraniemi, Saila; Ulkuniemi, … - In: Journal of small business and enterprise development 24 (2017) 3, pp. 585-606
Persistent link: https://www.econbiz.de/10011777180
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Do customer loyalty programs really work?
Dowling, Grahame R.; Uncles, Mark - 2009
Persistent link: https://www.econbiz.de/10003784918
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Portfolio-Werbung : eine Technik zur Stärkung von Dachmarken in komplexen Markenarchitekturen
Goertz, Susanne - 2007 - 1. Aufl.
Persistent link: https://www.econbiz.de/10003438704
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Strategic Implications of Keeping Product Value Secret from Competitor’s Customers
Harutyunyan, Mushegh - 2017
Customers can sometimes learn unanticipated or hidden use value of a firm's product whereas the non-customers remain … uninformed about that extra value. A monopolist will increase its profit by informing the non-customers of its product's hidden … actually make a higher profit if it keeps its hidden value secret from its competitor's customers even if advertising to inform …
Persistent link: https://www.econbiz.de/10012968232
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Competing with copycats when customers are strategic
Pun, Hubert; DeYong, Gregory D. - In: Manufacturing & service operations management : M & SOM 19 (2017) 3, pp. 403-418
Persistent link: https://www.econbiz.de/10011738558
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Portfolio-Werbung : Eine Technik zur Stärkung von Dachmarken in komplexen Markenarchitekturen
Goertz, Susanne - 2007 - 1. Aufl.
Persistent link: https://www.econbiz.de/10013515512