Small and Micro Enterprises (SMEs) in India are facing many problems such as unable to access to low cost credit from the formal financial institutions, specifically banking and extend their product to the remote markets. Some factors restrict the access to the finance on the input side while...

The quest for stylized facts regarding market share and natural market structures is not new, however extant research has predominantly concentrated on share rank and distribution. Using a sample of 220K firm-year observations representative of the US economy over four decades, this study...

Marketing products globally is challenging due to the diverse nature of markets. We use market heterogeneity, unbranded competition, resource and infrastructure availability, and sociopolitical governance as country-market characteristics that distinguish between developed and emerging...

Marketing is a system, a value, a complex. Marketing is a behavioral, interpersonal and cultural concept. The value of total marketing is the value of the exchange of signs, labels, recognition, identity, trends, time and comfort. Contextual markets are complexes that are remarketed or resold in...

We show that the European Union's General Data Protection Regulation (GDPR) reduced data sharing online, but had the unintended consequence of increasing market concentration among technology vendors that provide support services to websites. We collect panel data on the web technology vendors...

In direct competition between national brands of consumer packaged goods (CPG), one brand often has a large local share advantage over the other despite that the products are similar. I present an explanation for these large and persistent advantages in the context of local competition on...

Our article is among the first to model the reactions of customers to the digital transformation of European banks in a scenario of declining interest margins. Motivated by the hypothesis that customers' feelings, perceptions and negative reactions towards digital transformation are channeled...

Effective marketing decision-making benefits from a rigorous, data-driven process that systematically evaluates alternatives based on insights and analysis. This study develops and evaluates a 5-stage decision-making process model integrating marketing engineering principles aimed to optimize...

Marketing literature shows that the main sequences of strategic marketing planning and control processes do not have a strong network approach, since these sequences consider the company in a more individual approach. This article presents a new sequence of steps, which was applied as a...

The paper analyses the organization of the new product development process at FIAT from a resource-based perspective. The focus is on organizational resources for integrating dispersed specialist knowledge required in the development of complex products. The analysis shows how the application of...