Many brands today introduce limited edition (LE) products as part of their product line. However, little is known about the conditions under which a brand should introduce an LE product or the competitive implications of doing so. We investigate this issue using a game theoretic model of a...

Coupons have been a mainstay of marketing for decades all over the world, but their short run and long run effects on sales are still not understood fully. We develop a model of consumer demand to empirically study whether firms can indeed use coupons as a means to price discriminate by...

The use of resource-based theory (RBT) in marketing research has increased by more than 500% in the past decade, which suggests its importance as a framework for explaining and predicting competitive advantages and performance outcomes. This article provides a comprehensive review of RBT,...

Now more than ever, marketing is assuming a key boundary-spanning role – a role that has also redefined the composition of the marketing organization. In this paper, the marketing organization’s integrative and mutually reinforcing components of marketing activities, customer value-creating...

Marketing strategists should create, maintain, and arrest the decay of causally ambiguous resource competences that lead to competitiveness and thus performance. However, competence causal ambiguity, which helps create competitiveness, is also implicated in competitiveness decay. In this study...

Amidst technological growth and its environmental implications, there's a global push for sustainable development using ethical methods that benefit both the planet and humanity. This underscores a rising corporate trend towards sustainability. Adopting this approach requires fresh methods and...

This research finds the effect of financial leverage on efficiency of firms in Pakistan. The ordinary least square technique is used to detect efficiency of financial leverage of 154 textile firms in Pakistan over the period 2006 - 2011.The regression results indicate that leverage has s...

The importance of brand value of a firm is multifold. It increases customers and product market success, which in turn plays positively for the value maximization principle of a firm. Previous literature using advertisement expenses tried to connect the finance-marketing interface for arguing...

Studying the US personal computer industry from its inception in 1974 through 1994, we address the following questions. What product technology strategies increase the survival chances of entrants into new, technologically dynamic industries? Does the effectiveness of these strategies differ by...

This paper aims at identifying the determinants and outcomes of market orientation in the context of a developing country - Bangladesh. To this end, the validity of the well established Market Orientation (MARKOR) scale was tested using samples drawn from the private banking sector in...