Global segments (e.g., business executives, MTV-nurtured teenagers) evolve from worldwide-shared activities that over time shape customer expectations. We argue that homogenization of expectations in global segments is not perfect. We identify forces that drive customer expectations towards...

We present a broad-based, consumer-centric view of innovation--referred to as "perceived firm innovativeness" (PFI). PFI is conceptualized as the consumer's perception of an enduring firm capability that results in novel, creative, and impactful ideas and solutions. We develop and validate a PFI...

Experience is a new and exciting concept marketing academia and practice. This monograph reviews the various meanings of experience as the term is used in philosophy, psychology, and in consumer behavior and marketing. I will discuss the key concepts of experience marketing such as experiential...