It is the objective of this research is to develop a scale that captures the notion of sustainability-oriented innovation in retailing from the consumer's perspective. For this, a scale is proposed to measure the innovation of services oriented towards sustainability, through...

Purpose: To respond to the environmental demands of consumers, more and more hotels are increasingly striving to implement sustainable practices to satisfy the requests of environmentally conscious consumers. This paper aims to propose and test the relationship between these “green”...

<title>ABSTRACT</title> It has been suggested that in the service sector there is a need to promote strategies devised to supply each market with what it really demands. It is particularly so in the education field, where competitiveness is increasing in intensity day by day. The design of such strategies...

Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in...