In this paper, we present the conceptual paper to adapt a new dominant logic of marketing for understanding the consumer behaviour in the globalization. To compete in the globalisation or localisation, companies need the potential marketing strategy in order to sustain their market position;...

Managerial Decisions on International Price Adaptation: An Abstract -- A Cross Cultural Comparison of Middle Class Meanings of Money in India and South Korea: An Abstract -- Ad Length and the Presence of the Timer in In-Stream Commercial: An Abstract -- Strategies for Theory Assessment and...

PurposeThis paper aims to problematise critiques raised against customer accounting’s numeric focus, which risks controlling and simplifying customers rather than facilitating closer engagement. This analysis suggests ways to better account for what it is that customers buy, why they do so and...

The macro-environment surrounding individuals and organizations has changed so dramatically over the last couple of decades, that there is a widespread feeling among the researcher community in the Marketing area, that theories, up until now held to be unquestionable universal truths, need to be...