Purpose – Seeks to advocate adopting the comparative case study method and system dynamics modeling to inform theory and to prescribe executive actions for successfully managing new products built using radically new technologies. Design/methodology/approach – Reviews NPD theory and research...

Purpose – This article sets out to describe the benefits of systems thinking in overcoming short‐sighted decision making in business and industrial marketing. Design/methodology/approach – The article illustrates specific tools and recent applications of systems thinking research. Findings...

Purpose – This case study research report aims to include collecting additional field interviews with the original and additional executives participating in the original case study (on the Zaplet software applications firm) to enhance the interpretations by the original case study...

Examines the central proposition that the marketing‐purchasing of ew industrial manufacturing technologies involves the development (not ecessarily a planned design) of a new network of relationships within and across enterprises. Presents the results of a detailed case study on the adoption...

Discusses several propositions on the causes and realized strategies that are likely to be found in different industrial marketing‐purchasing situations involving rejecting versus accepting superior technological innovations ‐ innovations independently verified to provide superior operating...

We develop a general paradigm of organizational buying and customer preferences at several authority levels within retail firms. The paradigm includes ten propositions, including the following three: (1) Organizational buying involving persons at several authority levels occurs for purchases...

A central finding in the relationship marketing/buying literature is that the thought and decision processes by both marketers and buyers include a series of branching, if‐then, questions and answers. For example, will customer X accept a 7 percent price increase? The correct answer:...

Both marketing executives and consumers engage in a combination of automatic and strategic (i.e. controlled) thinking and doing processes when they become aware of problems/opportunities. Similarities and departures in these processes among executives and consumers occur through all stages of...

Given that planned marketing strategies and observable behaviors often are contingent on buyer and third‐party (e.g. competitor) responses, deep understanding and descriptions of the thoughts and actions of marketers need to reflect the dynamic interplay of such contingencies. The same view...

This article provides a new definition for case study research. Achieving deep understanding of processes and other concept variables (e.g. actors’ perceptions of their own thinking processes, intentions and contextual influences) is identified as the principal objective of case study...