Purpose This paper aims to examine the impact of customer perceptions about a salesperson’s combined use of adaptive selling (AS) and selling orientation (SO) on customer trust in the salesperson. Based on insights from attribution theory, the contingency model of salespeople’ effectiveness,...

Purpose: While extant research highlights the importance of both market orientation and brand orientation in brand success, it is still unclear how they actually combine to contribute to brand performance. Grounded in the theoretical perspectives of the resource-based view and dynamic...

This study adopts the premise that innovation capability underpins a service firm's value creation ability and that management style, employee behaviors and marketing underpin its innovation capability. This study examines the role of managers and employees in the creation and delivery of...