Purpose – This study provides empirical evidence for the contextuality of marketing performance assessment (MPA) systems. It aims to introduce a taxonomical classification of MPA profiles based on the relative emphasis placed on different dimensions of marketing performance in different...

Purpose The study investigates the development of three key strategic marketing constructs – market orientation, marketing-related business process capabilities and marketing performance measurement – as well as their performance implications over a period of six years in a Nordic setting....

Purpose – The purpose of the paper was to outline a generic framework for the business model and illuminate its linkages to managerial cognition. Design/methodology/approach – The paper reviewed the focal literature focusing on the actions and evolution of a firm and built a synthesis that...

Purpose – Drawing from recent work on online social networking and communities of consumption, the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and success of marketing in virtual worlds. Design/methodology/approach – An empirical study was...

Purpose – This article aims to contribute to the study of knowledge creation and management in business format franchising by focusing on the question of how franchisors can convert the tacit knowledge held by franchisees (such as insights, ideas, and hunches) to explicit knowledge....

Owing to the strong position of traditional marketing communications (especially advertising) research and consumer marketing related theories in the general field of marketing, the prevailing concepts of communication can be labeled as “mass communicative” in current marketing discourse as...

Many types of commercial professional services are commonly sold as projects. Therefore this article draws on the project marketing literature to elucidate the international marketing of professional service projects. After an initial literature review, the project marketing milieu concept’s a...