Purpose – Employing means‐end theory, this paper seeks to examine the influence of specific types of product attributes upon desired consumption consequences and the mediating impact of desired consequences upon purchase frequency. Design/methodology/approach – The research employed...

Asserts that since there are new competitors in almost every industry, businesses are needing to adapt their systems to more effectively meet the needs of customers. Argues that in this climate customer‐centric marketing is more effective than product‐oriented marketing. Decribes the...

The paper examines the current state of relationship marketing in the consumer services market. It questions whether relationships are mutually beneficial to suppliers and customers and argues that the relationship is managed by the retailer primarily for their gain whereas the customer might...

Examines how organizations may penalize or reward the avoidance of creativity in their quest to minimize risk and predict outcomes. Considers the barriers to creativity to be: a process‐centred approach, a “boss is always right” attitude, bureaucracy, and over‐zealous financial controls....

Purpose This paper aims to investigate how the cognitive value perceptions and affective attitudes of Millennial consumers are related to behavioral intent in the context of collaborative consumption and how such relationships may be moderated. Design/methodology/approach Two scenario-based...

This paper presents findings of a study in relationship management in public relations practice. As relationships are always changing, consultants and clients need to constantly adapt in order to develop relationship characteristics such as trust. This paper argues that, although trust is one...

As business communicators, we seek the ‘holy grail’ of our industry — a way to contribute to the bottom line, and demonstrate that contribution in hard business terms. We want the hard evidence to support our belief that internal communication is more than a fashionable ‘nice to have’,...

Purpose – The purpose of this paper is to explore strategies for visualizing the value of service‐based offerings in a B2B context. By taking a process perspective on the offering life cycle, this paper also aims at distinguishing which visualization strategies are most appropriate using at...

Posits that, by specifically examining price‐value relationship, buyers can avoid many of the problems inherent in comparing products/suppliers in terms of net delivered price. Provides background on economic value pricing, along with a detailed discussion of the steps and considerations for...