Illustrates that a crucial dimension to any strategy to deliver customer‐orientation is that of the organisation’s cultural dynamics. If these are ignored, implementation may well fail. Within the marketing discipline this issue is, however, usually only touched upon. Reports on a grounded...

This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision,...

There are few valuable services brands, which may be due to the lack of services branding knowledge and the inappropriate use of product‐based branding advice. To contribute to services branding knowledge the authors undertook a review of the services management and services branding...

The objective of this paper is to extend the study of new product development speed in the marketing discipline. The article outlines a conceptual framework to organize and guide future theoretical and empirical research. A set of propositions is developed which focus on the antecedents and...

The purpose of this article is to offer a perspective on adapting action research principles and methods in academic marketing research contexts. From combined theoretical and practical perspectives, the article provides a dialogical argument about the issues associated with implementing action...

Purpose – The paper aims at providing insights into how market orientation and organisational culture together contribute to brand performance, shedding light on the nexus between innovative culture and market orientation, and examining the relative importance of innovative culture over market...

Purpose – The paper aims to investigate the cultural and implementation organisational capabilities that contribute to provision of superior customer values through operationalising customer value from both the business and customer perspectives. Design/methodology/approach – Two samples...

Purpose – The purpose of this paper is to design and test a model for the internal anchorage of a business‐to‐business brand via corporate brand orientation. Design/methodology/approach – Data from 261 usable responses to a questionnaire distributed in the German business‐to‐business...