Purpose – This study aims to develop and test a theoretical model to delineate the effects of target market characteristics, firm characteristics and strategic resources, and product characteristics on standardization decisions in brand management of emerging market firms. The effects of...

Purpose – The purpose of this paper is to investigate the relationship between the strategic postures and political market orientation profile of two Danish parties. Profile stability at the organisational level is used as a control variable. Design/methodology/approach – The strategic...

Purpose – In recent years, the notion of consumer‐brand relationships has drawn increasing attention from both researchers and practitioners in the field of service brand marketing. However, different paradigms conceptualize and measure this notion from diversified perspectives. The current...

Intensified competitive, technological, and market pressures have made organizational learning a critical imperative in global strategy effectiveness. Firms can learn through experience and from three processes that involve other firms: imitation, grafting, and synergism. Interpartner learning...

The significance of the market orientation for corporate management is the subject of a long‐standing controversy. This empirical study conducted in Germany, the largest European market, shows that together with other basic dimensions of management, the market orientation contributes...

The nature of the relationship between strategic environmental appraisal and marketing strategy is examined by, firstly, setting out what appraisal is and then explaining some of the uses. Primarily the issues of cost, complexity and response are discussed, and it is concluded that organisations...

The discipline of marketing draws heavily on viewpoints, concepts and methodologies which originate outside its field of study. As a relatively mature discipline it is now not only in the position to contribute to the development of emerging areas of study, but it can also gain from the new...

The ways in which market boundaries are defined and markets structured are reviewed. The basic concepts formulated by economists which underpin much marketing literature are examined and differences between the strategic management and marketing management approaches to boundary definition found...

Change, Adaption and Development are central to modern marketing. This paper provides an overview of the subject area of innovation and new product development. The critical role of change in modern industrial and industrialising societies is explored in depth. Emphasis is given to the...

Marketers often presume that the statement “the customer always comes first” is an axiom. Other specialists usually do the same with their own stakeholder priorities. Other than for internal political and prestige purposes, this is helpful neither to marketing nor to stakeholder strategic...